臺灣博碩士論文加值系統

過去台灣的企業型態，總是以外銷導向且仰賴OEM為主，市場操縱權全在客戶手中，即使市場價格高昂，但製造商卻是利潤微薄，甚至幾經剝削而血本無歸。
所以參考一些成功企業經驗，思考出一種創新行銷的模型架構平台，它由金融集團結合設計、製造、行銷與配送，並輔以信託與保險功能，讓消費者在採購一些產品之後，享有除品質保證外，更有每三年贈送一次，共送9次的售後服務。
本研究就是要探討這一創新行銷手法的可行性，所以經由電話訪問CATI系統，對全國20歲以上民眾，隨機抽樣訪談了634份有效樣本，以此分析消費者可否接受這種創新行銷制度？及這些族群在哪？可接受的產品？喜好的行銷與配送通路為何？並探討消費者的購買時機。
歸納結論如下：
一、此創新行銷架構是可被消費者接受的。
經由交叉分析發覺可接受度達55.21%，如果能努力開發答題為「普通」的潛在客戶31.4%，則應可創造高達八成以上的接受度。
二、此創新行銷手法，可接受的族群發覺三個很明顯的現象：
1.未婚接受度達50.27﹪。
2.年紀愈輕接受度越高，尤其是21-25歲高達71.08%，26-30歲有64.35%，31-35歲都有59.38%接受度。
3.學歷愈高接受度越高，研究所以上有69.57%接受，大學的學歷有61.29%，專科的有57.66%，高中職的學歷還有56.6的接受度。
三、比較可接受的家用產品，因選項較多，所以分佈較廣，以枕頭套、床單最多
18.77%，其後順序為電鍋16.72%，炒鍋15.93%。
四、此創新行銷手法適合的行銷通路以賣場展示最多58.99%，表示消費者還是
比較習慣看得到、摸得到產品，其次為一般電視23.82%，DM夾報18.93%。
五、此創新行銷手法的配送通路以展示店71.14%最高，其次宅急便17.19%，民
營貨運10.25%，此與行銷通路相呼應。
六、此創新行銷手法適合消費者的購買時機，在結婚這一時機最佳，不論是自己
結婚60.09%、子女結婚56.31%、親友結婚44.8%，都有很高的接受度，如
果領了一筆獎金，也有51.11%的消費者願意採購。

In the past, the business-model of Taiwan was highly export orientated and depending on OEM. The market was controlled by the client.Even if the retail price was high, the manufacturer, has very little profit margin and may be stripped off to end up a loss.
Taking some successful business experiences as reference, We tried to figure out an innovative marketing model to integrate financial group, design, production, marketing and distribution, supported by trust and insurance companies. This model enables consumers to get quality guarantee as well as 9 free supplements at every three years interval after they purchase product.
This research is to find out the feasibility of this innovative marketing method. Through CATI system, 634 effective samples were gathered by randomly interviewing 20 years and older demos of Taiwan. A series of analysis was conducted to answer the following questions: Could consumer accept this kind of innovative method? Where are the right consumers? What kind of product could be accepted by using this kind of marketing method? What is the distribution channel that works for this? What is the best timing they would purchase a product through this kind of marketing method?The conclusion are:1. This innovative marketing model is acceptable to the consumer.After cross tabulation analysis, the acceptance rate is 55.21%. If we try hard to develop the 31.4% latent consumer who answered “so-so”, the acceptance rate maybe up to 80%.2. The group of people who can accept this innovative method has three noticeable phenomenon:1)50.27% unmarried persons could accept.2)The younger the person is, the more he/she could accept. 71.08% of age 21-25 consumers accept. 64.35% of age 26-30 consumers accept. Even 59.38% of age 31-35 consumers accept.3)The higher degree a person has, the more he/she could accept. 69.57% of Masters and higher degree of consumers accept. 61.29% of Bachelors accept
57.66% of college-educated consumers accept. And, 56.6% of high school and tech school educated consumers accept.3. Acceptable house ware by this method has a wide range of products. The most acceptable one is “pillow case and bed sheets” 18.77%, then, subsequently; rice cooker 16.72%, wok 15.93%.4. The marketing place of this innovative marketing method is most accepted in stores, say 58.99%, because the public is accustomed to see and touch the product before they buy. Secondly, 23.82% would buy through TV. Then, 18.93% would buy through DM, which came with newspaper.5. The way of distribution of this innovative marketing method is mostly accepted as stores, 71.14%. Secondly, home delivery service 17.19% and then, private truck company 10.25%. This finding complements the marketing place analysis.The best buying point of this innovative marketing method is wedding. Whoever is getting married, this is highly acceptable: self 60.09%, children 56.31% and relatives 44.8%. There are 51.11% of consumers will purchase with this method once they get a bonus pay.

第一章 緒 論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究對象與範圍4
第四節 研究流程5
第二章 文獻探討6
第一節 創新理論與相關研究6
第二節 行銷理論與相關研究8
第三節 消費者購買行為與相關研究 11
第四節 電子商務與相關研究 13
第三章 研究方法 16
第一節 研究架構 16
第二節 研究變數之定義 17
第三節 抽樣方法與問卷設計 19
第四節 資料分析方法 20
第四章 資料統計分析 23
第一節 樣本代表性及信效度分析 23
第二節 整體資料分析 26
第三節 交叉分析 35
第四節 因素分析 40
第五節 變異數分析 49
第六節 典型相關 52
第七節 集群分析 70
第五章 結論與建議76
第一節 研究結論76
第二節 建議80
第三節 重要發現與後續研究81
參考文獻 82
附錄問卷與CATIS電訪結果 86

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