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頁籤選單縮合
題名 | Considerations in Pricing Strategies for Local Sportswear=本土運動服飾價格策略之探討 |
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作者 | 陳乃華; 林盛萱; | 書刊名 | 統計與資訊評論 |
卷期 | 13 2011.12[民100.12] |
頁次 | 頁17-33 |
分類號 | 496.34 |
關鍵詞 | 願付價格; 次序羅吉斯廻歸; 自我組織映射圖; Willingness to pay; Ordinal regression; Self-organizing maps; |
語文 | 英文(English) |
中文摘要 | 許多台灣紡織廠替部份國際知品牌進行登山服飾代工,雖然實際上台灣廠商在紡織業不但具研發能力並擁有多項專業技術,進口登山服飾仍較受國人歡迎,因此本研究將針對不同屬性的消費者,調查其對台灣製造的登山服飾(吸濕排汗層、保暖層、防風防雨層)之願付價格。樣本針對北、中、南之登山社成員進行發放,共發出1001份,回收367份,有效問卷為322份。本研究採用自我組織映射圖進行集群分析,並使用次序羅吉斯迴歸估計不同集群之願付價格,結果將可協助廠商於定價策略之應用。 |
英文摘要 | Some Taiwanese textile firms are the original equipment manufacturers (OEMs) for internationally well-known brands. Although Taiwan has the know-how and capability to produce up-to-market hiking wear, and accessories, Taiwan outdoor stores are imported wears. The purpose of this study is to investigate the willingness to pay for different segmentations. A total of 1001 sets of questionnaire were given to members of various hiking clubs in Taiwan through some contacts in April 2007. There were 367 (or 36.66%) returns with 322 valid responses. The respondents were asked for their willingness to pay for locally branded garment made of suitable material and with proper design for the three layers that they commonly wear when hiking: the absorbent inner layer, the middle thermo layer, and the protective outer layer. The procedure of self-organizing map (SOM) is used to generate clusters in unsupervised way. Ordinal Logistic Regression was used to estimate willingness to pay by hikers in different cluster based on SOM. The results should be of interest to firms that aim to transform businesses from OEM or original design manufacturing (ODM) to original brand manufacturing (OBM) when considering pricing strategies for the local market. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。