頁籤選單縮合
題 名 | 價格定位、促銷方式與市場佔有率、獲利率關係之研究=Nterrelationships among Price Position, Promotion Strategies, Market Share and Profitability |
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作 者 | 吳志正; | 書刊名 | 南臺技術學院學報 |
卷 期 | 23 1996.10[民85.10] |
頁 次 | 頁51-58 |
分類號 | 496.5 |
關鍵詞 | 價格定位; 促銷方式; 市場佔有率; 獲利率; Price position; Promotion strategy; Market profitability; PIMS; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來產業內之國際競爭日趨激烈,廠商如何才能積極創新,掌握顧客之動向, 已成為經營成功之關鍵要素,因而產品之價格與促銷方式亦為企業界所重視。本研究嘗試探 討本國企業對於價格定位、及各種促銷方式對於市場佔有率、獲利率的關係及重要程度,並 且對於我國企業市場佔有率與獲利率之間關係做跨產業之驗證。 研究結果顯示,就國內民生主義、基本工業、及服務業進行比較時,在價格定位上,各產業 有顯著之差異。而在促銷方式上,對於廣告支出相對水準、廣告費用比率、銷售促進相對水 準、銷售促進比例,皆有顯著之差異,但在人員銷售相對水準、及交際公關相對水準上並無 差異。在市場佔有率及獲利率之關係上,研究顯示服務業之價格及促銷方式對其市場佔有率 有一定之影響,但是市場佔有率及獲利率之間,卻不存在顯著之關係,故本研究之結果似不 支持 Buzzell,Gale,and Sultan ( 1975 )所提市場佔有率及獲利率為正向之關係。 |
英文摘要 | In recent years, as the within-industry competitions at the international marketplaces become more intense, many companies have recognized that keep on innovation and to watch out customer opinions are two of the most important key success factors for business operations. Consequently, the pricing and promotion strategies are emphasized more than before. This study attempts to identify the importance and the interrelationships among price position, promotion strategy, market share, and profitability. In the comparisons of relevant research variavles among consumer industry, manufacturing industry and service industry, the results indicated that there appeaeed to have significant differences on price levels, advertising expenditure, ratio of advertising expenditure, sales promotion expenditure, and ratio of sales promotion among industries. But it did not appear to have significant differences among industries of personal selling and public relationship expenditure. For the relationships between market share and profitability, the results showed that price level and promotion styles had important impacts on the market share of service industry. But marker share did not show any significant influence on profitability. At this point, this study does not support the research results proposed by Buzell, Gale and Sultan (1975). |
本系統中英文摘要資訊取自各篇刊載內容。