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頁籤選單縮合
題 名 | 餅乾業之市場區隔與產品差異化=The Market Segmentation and Produc Differentiation of the Cookie Market |
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作 者 | 趙維強; 吳克振; | 書刊名 | 技術學刊 |
卷 期 | 14:2 1999.06[民88.06] |
頁 次 | 頁221-228 |
分類號 | 481.2 |
關鍵詞 | 市場區隔; 利益區隔; 產品差異化; Market segmentation; Benefit segmentation; Product differentiation; |
語 文 | 中文(Chinese) |
中文摘要 | 市場區隔為行銷學中的一個重要領域,產品差異化與市場區隔密不可分,因此。 本研究觀察市場區隔與產品差異化的關聯,試圖提供一些產品差異化的策略建議。研究中以 國產餅乾類產品為標的產品,依消費者購買時追求之利益進行市場區隔。為求抽樣的高準確 度,故對樣本的質與量適度控制,以人員訪問法來控制樣本品質,以避免回收率及有效率過 低。 在量的方面,不論在是有效樣本數、回收率及有效率皆頗高。研究結果得到 4 個區隔 ,這 4 個區隔間之異質性很大,區隔之穩定性亦不錯。 透過觀察市場區隔與產品屬性之關 係,針對各區消費者提供了產品差異化策略建議。 1. 狂熱群: 廠商應針對該群設「價廉物 美」的餅乾產品。2. 果腹群: 應針對該群設計「營養強化、健康取向」的餅乾產品。3. 休 閒群: 應針對該群設計「休閒餅乾」。 4. 不吃亦可群: 可試圖以「精緻美味」的餅乾產品 改變其需求。 |
英文摘要 | Market segmentation and product differentiation have long been of interest lo marketing researchers and practitioners. These techniques are commonly applied in sequence in response to market situations. This research studied the relationship between market segmentation and product differentiation and provides strategies for product differentiation after the segmentation approach has been performed. An empirical study of the cookie and cracker market in Taiwan was undertaken. In order to obtain more reliable and valuable data. personal interviews were conducted and design and sampling control were also taken into account. The research results showed that "consumer's benefit" was an appropriate variable for segmenting this market. Four significantly distinct segments were found, and these include: (1) "highly enthusiastic about the product", (2) "eat the product for health or nutrition reasons". (3) "Eat product when engaged in recreational activities" and (4) "no opinion". The corresponding product strategies for each segment are also provided. |
本系統中英文摘要資訊取自各篇刊載內容。