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題 名 | 臺灣地區第三代行動電話之潛在市場分析=A Potential Market Analysis of the Third Generation Mobile Phone in Taiwan |
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作 者 | 林豐政; 謝宏捷; | 書刊名 | 人文及管理學報 |
卷 期 | 1 2004.11[民93.11] |
頁 次 | 頁163-195 |
分類號 | 557.75 |
關鍵詞 | 新型業務; AIDA模式; 目標市場; 第三代行動電話; New service; AIDA model; Target market; The third generation mobile phone; |
語 文 | 中文(Chinese) |
中文摘要 | 本文嘗試以行銷管理中古典反應層級 AIDA 模式為基礎,提出針對新型業務導入初期市場前之各項重要市場分析的整體架構,以供相關產業在導入新業務前,取得市場重要情報的實務應用。為將所提之新型業務潛在市場分析架構在實務上付諸實行,文中並以臺灣電信產業中即將營運之第三代行動電話業務之潛在市場分析作為研究個案,藉以說明本架構的適用性。在研究中,首先將蒐集的資料依認知、興趣和慾求等三意願傾向與人口統計變項進行交叉分析,以確定初期目標市場的特性;之後以三群為主軸,應用適當的統計方法進行第三代行動電話申購意願、資訊管道取得、廣告通路、屬性重視度、初始需求費率、潛在需求與轉移率等分析工作。由結果顯示:第三代行動電話初期主要目標市場以男性為主,職業以學生、軍人或無職業為主;認知群與慾求群在第一次取得第三代行動電話資訊管道以「電視廣播」為主,興趣群則以「報章雜誌」為主,在進一步了解功能、特性和價格時,三群最可能做法皆以「到有該項業務之電信公司或門市實地了解」;至於申購地點,興趣群和慾求群偏向「代理商或電信門市」,認知群則以「電信公司窗口」和「代理商或通信門市」為主。 |
英文摘要 | In this paper, from the empirical application view, we try to provide an analysis framework of potential market under the AIDA model to collect sufficient information for one new service. The modules of this framework include the target market analysis, the desire factor analysis, the advertising place analysis, initial price analysis, service attribute analysis and potential demand forecasting analysis. And the source of analytical data is collected by the questionnaire survey. Besides proposing the complete analysis framework, the first half in this paper, we describe its module procedures and executing steps. And the second half, we provide the case study of potential market for the third generation mobile phone in Taiwan to illustrate this analysis framework's feasibility and suitability. According to the empirical study, the following suggestions on the target market, promotion, place, and price strategy direction are made: (1) Based on the demographic categories, the gender of female-- those vocations with student or military, shall be set as the major target market of the third generation mobile phone in Taiwan. (2) In the promotion strategy, public report on TV and radio broadcast for the Interest and Desire Group, printing media such as newspapers and leisure magazines for the Attention Group are primarily suggested. (3) In the place strategy, the Agent or Retail sales for the Interest and Desire Group are the major places that shall be focused on. |
本系統中英文摘要資訊取自各篇刊載內容。