查詢結果分析
來源資料
頁籤選單縮合
題名 | 消費者購物習性與企業倫理指標對消費結果的影響 |
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作 者 | 曾光榮; 華紹傑; | 書刊名 | 多國籍企業研究學報 |
卷期 | 29 2004.05[民93.05] |
頁次 | 頁1-17 |
分類號 | 198.49 |
關鍵詞 | 企業倫理; 產品生命週期; 產品行銷策略; Product life cycle; Business ethics; Marketing strategy; Convolution; Diffusion; |
語文 | 中文(Chinese) |
中文摘要 | 企業發展過程中,在企業與顧客間適切的利益獲得彼此間方式與的討論頗多,但通常僅規範何者為合倫,何者為不倫。本文建立以數學的convolution方法分析一般認為會造成交互影響的消費者與企業行為,以描述消費者購買產品時機的函式與描述企業行為的理論價值指標函式。並藉由convolution的結果,驗證兩種函式在互相影響下發酵的結果,可解釋很多一般常見的行銷現曲現線與結果。 當企業倫理指標不變且已接近產品生命週期等的成熟期和衰退期,產業將面臨銷售成長停滯的瓶頸;無論是採用降價、促銷等行銷手法或者是適時推出新型產品,都有助於提高或持續產品的銷售。若企業倫理指標下滑,將會在時間上延遲顯現在銷售量上。 本研究的另一重要結論是,行銷手法可暫時刺激銷售量,唯有改善企業倫理指標,才是永續經營的法則,當然,二者能同時兼顧,成效最大 |
英文摘要 | Lots of papers indicate that the relationships between the managers, employees, and customers can affect the final result of business; there should be some regulations that contain the ethical terms for those relationships in order to achieve the optimal situation for one another. But, most of the discussions simply imply that a behavior is proper or not; they do not give the numbers or grades for the results. This paper is going to develop a mathematic model to describe the effects that may relate to the ethical issues of business. The author introduces the convolution theory to analyze the effects that relating to the business ethics. In the paper, two behavioral functions have been given to describe the behavior of consumer and the behavior of the enterprise. By convoluting both functions, it happens to explain the mutually affected results of the sale strategy of the marketing and the efforts of the enterprise; we so call it as the business ethics. The strategy of the marketing can affect the behaviors of consumers. As a function describes the inner behavior of the enterprise, we call it as the business ethical standard function, is given. When both of the publicity efforts of the enterprise and the overall resources of the enterprise are combined together, the convoluted function can be plotted to explain the results as shown in the sale to time curve. When the business ethical standard function is unchanged and reached to the stage close to the late maturity stage and early decline stage of the product life cycle, it gradually reaches the obstacle of the sale. Unless a marketing strategy such as sale promotion or price reduction or introduce an improved model to the market. When the business ethical standard function is declined, it can reflect to the sale but with a time delay. This paper's another important finding is that the marketing tactic can temporarily motivate the sale, but only the improvement of the busniess ethical standard function can achieve the policy of the continuous operation; of course, if we can consider the above two essential elements, we can maximize the efforts. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。