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研究生:陳姿帆
研究生(外文):Tzu-fan Chen
論文名稱:台灣女性內衣專櫃品牌推出預購策略可行性之研究
論文名稱(外文):A Study on The Feasibility of Promoting Pre-order Sales for Female Branded Underwear in Taiwan
指導教授:方至民方至民引用關係
指導教授(外文):Cher-Ming Fong
學位類別:碩士
校院名稱:國立中山大學
系所名稱:國際經營管理碩士班
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:2010
畢業學年度:98
語文別:英文
論文頁數:100
中文關鍵詞:顧客服務品牌促銷活動產品預購
外文關鍵詞:ProductPre-orderBrandCustomer ServiceSales Promotion
相關次數:
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高庫存一直是台灣內衣業者長期以來面臨的問題。造成高庫存的主要原因是因為女性內衣的產品生命週期較為短暫。這使得內衣業者無法較精準的預估新產品的需求量。目前預購策略漸漸受到大眾的歡迎,賣家可以利用預購策略進而預先得知市場需求,並使用預先得知的資訊改善高庫存的問題。本研究的目的在於探討台灣女性內衣實施預購策略之可行性與探討執行此策略之必要的條件。本研究是以網路問卷進行調查。問卷的架構是著重於四大方向:產品、品牌、顧客服務與促銷活動,並包含31項變數。結果顯示,假若有吸引人的促銷活動,近六成的女性消費者願意考慮預購;不考慮的原因則是因為產品無法試穿及必須另外花費時間於退回不滿意的產品。本研究發現有14項因素對於女性消費者預購意願的影響極為重要,平均值都高於4。在這14項因素裡,女性消費者最注重售後服務:產品不滿意可退換貨及提供簡單便利的退換貨的流程。除了售後服務外,產品的品質、專櫃小姐的知識與態度、遞貨服務及品牌商譽也都相當重要。此外,在預購期間,提供較優惠的價格或買衣送褲最為吸引。唯一顯示較無影響性是名人代言。這是唯一的一項因素其平均值低於中間值(<2.5)。本研究的結論將有助於台灣內衣業者推出內衣預購。在推出內衣預購活動時,內衣業者需將被評估極為重要的因素納入考量。
High level of inventory has been a problem for the underwear industry in Taiwan for a long period of time. This is mainly because the product life cycle of female underwear is relatively short, which makes it difficult for the underwear firms to gauge the demand for the new released product accurately. Pre-order strategy has become increasingly popular as the seller can obtain advance demand information and use the information to improve the inventory planning. The purpose of this thesis is to investigate the feasibility of implementing pre-order strategy for female branded underwear in Taiwan and to explore the necessary conditions. A questionnaire-based survey was conducted online. The questionnaire was built upon four major constructs: product, brand, customer service and sales promotion, with thirty-one variable included. The results revealed almost 60% women would consider pre-order if the pre-order sales is implemented with attractive sales promotions. Others would not consider because they cannot try on and the time must be spent for returning dissatisfied product. Fourteen variables were found to be significantly important in influencing female consumers’ pre-order intention with means over 4. Female consumers were most concerned with after-sales services: a full money back guarantee, and an easy return procedure. Other than after-sales services, product quality, the knowledge and attitude of salespersons, delivery services, and brand credibility were also found to be important. In addition, lower price in pre-order period and free underpants were found to be most attracting. The only variable that appeared to be less influential was the celebrity endorsement, which was the only factor rated below neutral mean (<2.5). The findings of this research provide useful information to underwear firms for promoting pre-order sales. Underwear firms must be aware of those necessary conditions in implementing pre-order strategy.
Acknowledgements III
Abstract IV
Table of Contents VI
List of Figures IX
List of Tables X
Chapter 1: Introduction 1
Section 1: Research Background 1
Section 2: Research Motives 3
Section 3: Research Problem and Objectives 4
Section 4: Research Scope 5
Section 5: Research Outline 6
Chapter 2: Literature Review 8
Section 1: Definition of Pre-Order 8
Section 2: The Buying Decision Process – The Five-Stage Model 10
Section 3: Factors Influencing Pre-order Intention 12
Section 4: Concluding Remarks 35
Chapter 3: Research Methodology 36
Section 1: Research Framework 36
Section 2: Survey Design 38
Section 3: Analytical Methods 45
Section 4: Concluding Remarks 46
Chapter 4 Data Analysis 47
Section 1: Analysis of Response Rate 47
Section 2: Analysis of Participants 48
Section 3: Analysis of Influencing Variables 50
Section 4: Analysis of Pre-order Intention 57
Section 5: Mean Comparison of Variables between Female Customers Willing/Unwilling to Pre-order 60
Section 6: Chi-Square Test of Pre-order Intention on Demographic Variables 62
Section 7: Chi-Square Test of Pre-order Intention and Online & TV Shopping Experiences 63
Section 8: Analysis of Need Recognition and Source of Information 66
Section 9: Concluding Remarks 69
Chapter 5 Conclusions and Implications 70
Section 1: Discussions 70
Section 2: Implications 73
Section 3: Limitations and Future Research 75
References 77
Appendix 1 – Questionnaire 82
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