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研究生:鄭凱仁
研究生(外文):Kai-Jen Zheng
論文名稱:非流行音樂門市行銷因素與顧客再購意願關係之探討
論文名稱(外文):Research on the Interaction Between Non-pop Music Retail Sales Marketing and Consumer’s Re-buying will
指導教授:洪廣朋洪廣朋引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理研究所碩士在職專班
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:2008
畢業學年度:96
語文別:中文
論文頁數:93
中文關鍵詞:集群分析門市經營行銷因素再購意願
外文關鍵詞:retail salesmarketinggroup investigationre-buying will
相關次數:
  • 被引用被引用:3
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  • 下載下載:196
  • 收藏至我的研究室書目清單書目收藏:6
全球整體的音樂產業,受到了數位科技與網路下載的影響,產業的生態與規模都受到莫大的影響,台灣的音樂消費環境,除了這些背景因素外,加上盜版的猖獗與著作權法的漠視,更是雪上加霜。過去,音樂商品的購買大多是在傳統的唱片行,隨著複合式商場、大型購物中心與量販通路等消費型態的轉變,也不斷擠壓著強調服務與專業的專賣門市,因此,本研究透過探討非流行音樂門市經營時,其行銷因素與顧客再購意願之關係,進而了解此族群之消費特性。
本研究首先針對非流行音樂產業及個案門市做法作說明,並對門市經營中幾項行銷因素----人員、產品、促銷等,對顧客再購意願的影響作探討,也對各項門市服務的做法做顧客「重視度」與「滿意度」之分析。並以研究的結果,作為未來門市經營與行銷做法的參考。
音樂無國界,也是每個國家文化創意產業的一部分,豐富的創作,反映出民族的內涵與多元,往往一首經典的旋律,讓一部電影留下無限的感動,透過音樂,常常也襯托了環境的優雅或令人難以忘懷的氣氛,非流行音樂重視的是音樂的本質,雖然不像流行音樂那麼重視宣傳與廣告,卻在我們的生活中,帶來許許多多的感動。
從個案門市的探討,了解消費者在消費過程中,會因主觀需求的不同,而有不同的認知與決策,在未來M型社會來臨之際,如何在門市經營時,滿足不同客群的需要,進而能創造經營的績效,本研究提供給不同產業經營特色門市之借鏡,同時作為後續相關領域研究之參考。
The digital technology along with the internet strongly affects the conditions and scale of the global music industry. The record’s consumer society in Taiwan is even worse due to the widespread of illegal copy and the disregard of the Copyright Acts. In the past, people used to buy records from the record store. However, the change of consuming habits resulting from the rise of complex supermarkets, shopping malls and the warehouse stores oppresses the traditional record retailers who insist on their proficiency and service. For this reason, the research will focus on the interaction between the non-pop music retail sales marketing and consumer’s re-buying will herewith to realize their consuming habits.
The research begins with the instruction of the non-pop music retail sales business and discusses the marketing issues including sales, products and promotions that affect consumer’s re-buying will along with the survey of consumer’s “care” & “satisfaction”.
Music is around the world and music is a part of every culture. Plentiful artistic creation reflects each culture’s essence and diversity. An affecting melody can enrich a motion picture. The atmosphere and ambiance become elegant when music is playing. Non-pop music reveals the spirit of the music and makes our lives more beautiful with its simplicity.
By way of case study, we can realize that individual needs always affect customer’s cognition and decision. The research offers referable materials for the administration of retail sales in every industry and helps proprietors meet their customer’s need when the M society is oncoming.
第一章 緒論
1.1研究背景及動機
1.2研究問題與目的
1.3論文架構與研究流程
第二章 文獻回顧與理論探討
2.1非流行音樂市場概述
2.1.1市場概述
2.1.2個案公司門市簡介
2.2人員服務品質
2.2.1服務品質之相關文獻
2.2.2接觸服務與服務態度
2.3產品屬性
2.3.1產品屬性之相關文獻
2.3.2產品屬性的分類
2.4促銷活動
2.4.1促銷活動的定義
2.4.2促銷工具的分類
2.4.3促銷的情境
2.5再購意願
2.5.1再購意願之相關理論
2.5.2再購行為的定義
2.5.3再購行為的衡量
第三章 研究方法
3.1研究架構
3.2研究變數與問卷設計
3.3抽樣
3.4資料分析方法
第四章 研究結果與分析
4.1基本資料敘述統計分析
4.1.1人口統計變數
4.1.2消費型態基本資料分析
4.2信度及效度的衡量
4.2.1建構效度及因素命名
4.2.2信度分析
4.2.3相關分析
4.3集群分析
4.3.1集群分析與命名
4.4差異分析
4.4.1各集群於人口統計變數差異分析
4.4.2各集群於消費型態差異分析
4.4.3小結
4.4.4各集群在「重視度」與「滿意度」的差異分析
第五章 結論與建議
5.1研究結論
5.2行銷策略的建議
5.3研究限制
5.4未來研究的方向
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