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題 名 | 市場結構估計--架構建立與實證分析=Estimation of Market Structure--Framework and Empirical Study |
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作 者 | 周文賢; | 書刊名 | 企業管理學報 |
卷 期 | 42 1998.03[民87.03] |
頁 次 | 頁27-69 |
分類號 | 496.4 |
關鍵詞 | 市場結構; 結構變數; 行銷策略; 液態乳品; RAS方法; Market structure; Structure variable; Marketing strategy; Milk product; RAS method; |
語 文 | 中文(Chinese) |
中文摘要 | 市場結構提供完整之市場資訊,是整合性行銷策略中不可或缺之一環。重要的行 銷決策,如銷售績效評估、競爭態勢掌握、行銷通路研擬、產品組合規劃、廣告訴求研擬、 研發方向蒐尋央 A 均迫切需要完整的市場結構。 然而,大部份的行銷研究人員均面臨市場 結構資料獲取之困難。過去文獻在市場結構方面的研究相當有限,構建整體架構者更不存在 。有鑑於此,本文之主要目的有二。其一為市場結構估計建立一觀念性架構;其二則以實証 分析驗証所建立架構之可用性。市場結構可以六個構面加以界定,即地理、品牌、顧客、規 格、情境、品型等。這些構面可以單因子結構、雙因子結構、參因子結構等不且角度觀之, 每一構面均可加總至市場總量。 本文所用市場結構估計方法乃由 RAS 法修訂而得。這是經 濟分中用以估計投入產出表常用的方法。 所不同者仍投入產出表中所用之 RAS 法,僅能平 衡二因子結構,而市場結構估計所需者,須拓展至三因子結構之平衡。為驗証所建立架構之 可用性,本文以液態乳品市場實証分析,並以所估市場結構資訊研擬行銷策略。實証分析發 現所建立之架構頗為實用,其應用可延申至不同的產品或市場領域。本文之主要貢獻可分就 學術性及實用性觀之。在學術上,市場結構理論是行銷策略規劃中較少提及者。本文建立觀 念性架構,由學理基礎嚴謹界定每一重要概念。 在實務上,配合 RAS 法之應用,讓行銷工 作者能以極為有限之資料,估得完整之市場結構,研擬許多關鍵行銷決策。 |
英文摘要 | Market structure provides complete market information, and is indispensable for formulation of integrated marketing strategies. Critical marketing decisions such as the evaluation of sales performance, investigation of competitive situations, development of marketing channels, planning of product mix, formulation of advertising appeal, search of R&D directions...etc, all urgently need a complete market structure. Nevertheless, most marketing practitioners encounter the unavailability of the complet market structure data. Past literature discussing the market structure is limited, one that builds conceptual framework is even never found. The purposes of this paper are two folds. The first is to build a conceptual framework for estimating the market structure; the second is to show the practicality of the framweork via empirical study. Market structure can be delineated in six dimensions, i.e., Area, Brand, Customer, Design, Essence, and Form. These dimensions can be arranged in a one-way, two-way, or three-way structure, each views the market from different angle, either one sums up to the total market volume. The technique in estimating the market structure is modified from the RAS method of updating input-output table that is widely used in economic analysis. The difference is that traditional RAS can balance only two dimensions, while the estimation of market structure needs to balance three dimensions. The framework is applied to analyze the milk product market. The implications for marketing strategies are discussed. From the empirical study, this paper finds that the framework is very practical, and can be widely applied to analyze diversified products and markets. The contributions of this paper can be summarized both from academic and practical points of view. From academic point, the concept of market structure is rarely discussed in marketing planning literature, this paper builds a complete framework that precisely define each important terms. Form practical point, the most intriguing feature of this paper is to allow marketing practitioners to estimate almost any market structure in that essentially no complete data are avaiable. |
本系統中英文摘要資訊取自各篇刊載內容。