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題 名 | 生鮮蓮霧市場區隔及其產品定位--以產地消費者生活型態別為例=The Market Segmentation and Positioning of Fresh Wax-apple--A Case Study of Consumer' Life Style in Wax-apple Majority Producing Region |
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作 者 | 林豐瑞; 彭克仲; 黃瑞娟; | 書刊名 | 民意研究季刊 |
卷 期 | 210 1999.10[民88.10] |
頁 次 | 頁118-147 |
分類號 | 435.39 |
關鍵詞 | 生鮮蓮霧; 生活型態; 市場區隔; 產品定位; Fresh wax-apple; Life style; Market segmentation; Product positioning; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要目的在區隔不同生活型態的生鮮蓮霧產地消費者,並探討其人口統計背景及其一般生鮮蓮霧產地消費者消費行為與對生鮮蓮霧可能之定位,期可供生鮮蓮霧業者作為行銷策略之參考。實證結果發現,生鮮蓮霧產地消費者可分為『資訊需求區隔』、「品牌需求區隔』、『時尚區隔』等三種生活型態區隔別。本研究進一步根據各區隔別之人口統計背景與一般消費行為 (購買行為、通路接觸、廣告媒體、屬性偏好 ) 透過檢定分析, 分別研擬三區隔之人口統計區隔、地理區隔、心理區隔、行為區隔等四種生鮮蓮霧市場可能之區隔變數。 此外,並繪製不同生活型態區隔別之市場 (產品 ) 區隔、目標市場、產品定位圖。另,根據消費者對生鮮蓮霧產品屬性偏好,以產品定位之主觀法繪製不同區隔別對生鮮蓮霧產品之定位。針對上述結論,本研究更進一步提出建議,期可供生鮮蓮霧業者作行銷策略之參考。 |
英文摘要 | The primary objective of this study is to analyze the Lifestyles of Consumer of Wax-apple Majority Producing Region, and to explore the feature of demographic variables consumer behavior and the positioning of Wax-apple in the life styles of Wax-apple Majority Producing Region Consumers. The empirical evidence shows that, the life style of Wax-apple Majority Producing Region Consumers can be divided into three segments; information-inquired segment' brand-inquired segment' fashion-inquired segment Furthermore, hypothesis testing and analysis on the demographic statistical background data and the general consumer behavior (i.e. purchasing behavior, channel of contact, advertising media, and preference) suggested four variables for the market segmentation analysis. They were demographics, geography, psychology, and behavioral segmentation. The STP graphs for different life styles were drawn. In addition, based on the consumer preferences, subjective product position technique was use to draw the different segmentation on tech beverage positioning. In conclusion, we would like to go step further raising suggestions, in other to provide Wax-apple producer a Making Strategic Decision Reference. |
本系統中英文摘要資訊取自各篇刊載內容。