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研究生:蔡智仁
研究生(外文):Tsai, Chih-Jen
論文名稱:都市俱樂部市場區隔與定位分析之研究
論文名稱(外文):The Study of Market Segmentation and Position Analysis for City Clubs
指導教授:陳海鳴陳海鳴引用關係
指導教授(外文):Hai-Ming Chen
學位類別:碩士
校院名稱:淡江大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:88
中文關鍵詞:市場區隔定位分析
外文關鍵詞:Market SegmentationPosition Analysis
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論文名稱: 都市俱樂部市場區隔與定位分析之研究 頁數:88
校(院)所組別:淡江大學管理科學研究所畢業時間及提要別: 八十五學年
度第二學期碩士學位論文提要研究生: 蔡智仁
指導教授: 陳海鳴博士論文提要內容:都市俱樂部為都會區內之新興服務
業﹐以提供商業及休閒功能為主﹐並視消費者的需求﹐提供多元化功能。
為了積極拓展市場﹐故必須充分掌握消費者的需求為何與購買意願之強弱
。此外﹐都會區內其他相關場所對於都市俱樂部所產生之競爭﹐亦是不可
輕忽的一環。本研究以都市俱樂部消費者之生活型態為區隔變數﹐透過因
素分析縮減構面。並經由所獲取構面透過集群分析即可將本研究349個樣
本﹐加以區隔成數個消費群別。並輔以鑑別分析檢定區隔效果﹐決定出正
式之都市俱樂部市場區隔群別。再由人口統計變數﹑購買行為變數透過百
分比分析﹑卡方檢定了解各群別特徵。並找出可能目標市場﹐且以購買行
為變數中的商業﹐休閒功能評估準則對各場所之評分﹐透過多元尺度分析
﹐複迴歸求得可能目標市場之消費群別的知覺空楚圖﹐分析都市俱樂部在
可能的目標市場消費者心中之知覺定位﹐並以其結論建立完整產品屬性及
特性。本研究發現:1.以生活型態變數﹐可將本研究349個樣本區隔成四個
消費群別。2.各消費群別在人口統計變數之年齡﹐所得﹐教育程度上﹐存
在差異性。3.各消費群別在購買行為變數之訊息來源﹐購買狀態上﹐存在
差異性。4.目標消費群在於從事商業功能與休閒功能時﹐對於十個可能使
用場所之知覺定位﹐ 有明顯的不同。
Title of Thesis : The Study of Market Segmentation
Total pages :88 and Position Analysis for City
ClubsName of Institute : Tamkang University Graduate Institute
of Management ScienceGraduate Date : June , 1997 Degree
Conferred : MBAName of Student : Chih-Jen Tsai
Advisor: Ph. D. Hai-Ming ChenAbstract: City clubs are newly
prospered business in cities. They offer variousfunctions
according to consumers'' demand and mainly offer business
andrecreational functions. For expanding the market
aggressively, they have to catch and understand consumers''
demand and their purchase intensity. Besides , the competition
brought by other relative places is not neglectful .First, the
thesis use life styles of city clubs'' consumers to be the
discriminative variable ,and use factor analysis to decrease
dimensions . Second ,discriminate 349 samples of the thesis into
several consumer clusters through cluster analysis . Third, test
the effects of the discrimination by discriminate analysis, and
decide the formal market discriminative clusters of city clubs.
Forth, understand the characteristics of each cluster through
percentage analysis and chi-square analysis on the basis
ofpopulation statistics variables and purchase behavior
variables. Then, find out the possible target markets and
evaluate each place by the business and recreational functions
of purchase behavior variables. And then use multi-dimensional
analysis and multiple regression analysis to capture consumers''
perceptual diagram of possible target market. At last ,analysis
the perceptual position of city clubs in possible target market
, and construct the product attributes and characteristics by
it''s conclusion. The findings of the thesis are listed as
follows:1. We can discriminate the 349 samples into four
consumer clusters by life style variable.2. There''s variance
existing in population statistics variables such as age ,income
and educational degree of each consumer cluster.3. There''s
variance existing in purchase behavior variables such as message
resource ,purchase status.4. There''s obvious difference in the
consumers'' perceptual position for ten possible places ,when
target consumers cluster is doing business and recreational
activities.
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