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研究生:張芳瑜
研究生(外文):Fang-Yu Cang
論文名稱:葡萄酒實體商店與虛擬商店通路購買之比較
論文名稱(外文):The comparison of purchasing grape wine from the channels of physic store and virtual store
指導教授:蕭湘文蕭湘文引用關係
指導教授(外文):Hsiang-Wen Hsiao
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:46
中文關鍵詞:全球化葡萄酒文化通路選擇實虛商店網路商店
外文關鍵詞:Wine CultureMeans-end Chainsshopping valuephysical channelvirtual channel
相關次數:
  • 被引用被引用:3
  • 點閱點閱:386
  • 評分評分:
  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:2
在西方,飲用葡萄酒早已是ㄧ種生活習慣;而在東方,近年許多關於飲用葡萄酒的醫學研究,證實了適當的葡萄酒對人體有預防心血管疾病、癌症、老年性癡呆等的功用,成為新一代現代人的保健酒品。醫學的支撐加上媒體的大力宣傳,健康消費模式深入人心,使得葡萄酒需求擴增。2006年一部日本關於葡萄酒漫畫上市後,以嶄新的比喻方式來描繪葡萄酒的特質,原本艱深難懂的術語轉變成簡單明瞭的語法,讓東方世界吹起一股葡萄酒風潮。另外,時代的進步,網際網路無所不在,讓購物方式更多元化並已趨向實體商店與虛擬商店兩者並駕。本研究以訪談透過具有購買葡萄酒與具有網路購物經驗的消費者,了解其在選擇不同通路下背後的通路選擇,觀察在全球化下分析消費者特性、考量消費者在生活感受、產品特性,購買方式等,以完整了解消費者在通路選擇行為上的動機,希望藉由分析將結果提供業者做為擬定適合葡萄酒行銷策略之參考。
研究結果顯示,對消費者購買葡萄酒實虛通路的研究必須與網際網路的動態演進過程來討論,以競爭、結合且互補關係所引申的策略才能瞭解實虛通路中所具有的行銷意義。
In Western, drinking grape wine has already become a kind of life habit. Recently, various medical research papers in eastern prove that drinking moderate grape wine can prevent cardiovascular disease, cancer, Alzheimer's disease, etc. Therefore, grape wine becomes health retaining wine. Because of the medical support and media publication, the health consuming mode of grape wine has deeply rooted in public’s heart. It expands the demand of grape wine. In 2006, a Japan comic about grape wine released. The author uses innovation metaphors to depict the characteristics of grape wine. It transforms the difficult jargon to simplify syntax. As a result, it leads the trend of grape wine in eastern world. On the other hand, due to the process of time, internet is everywhere. People can buy products in different ways. The popularity of physical store and virtual store is competitive. This research applies deeply interview those who have the experiences of purchasing grape wine and shopping on-line. Through the survey, we can understand the value and recognition structure behind different shopping channels. To completely understand consumer’s motivation about how they choose the shopping channels, the survey discovers and analyzes the consumer characteristics under the globalization; moreover, it evaluates consumer’s life experience, product characteristics, and purchase ways. The analysis result can be the marketing strategy reference of grape wine for dealers.
The research result reveals that the research of people who purchase grape wine from physical or virtual channels must be discuss with internet active evolution. Through the extensive strategy of competitive, integrate and complementary relations, we can fully understand the marketing meaning involving in physical and virtual channels.
論文摘要...................................................................................................................... I
ABSTRACT................................................................................................................II
謝誌 ........................................................................................................................... III
第一章、 緒論 ............................................................................................................1
第一節 研究背景與動機.........................................................................................2
第二節 研究目的與問題.........................................................................................3
第三節 研究流程.....................................................................................................4
第二章 文獻探討 ........................................................................................................5
第一節 實體通路與虛擬通路的功能.....................................................................5
第二節 實體通路與虛擬通路整合.........................................................................9
第三節 品牌權益與商店聲譽............................................................................... 11
第四節 通路選擇...................................................................................................14
第五節 葡萄酒相關屬性之相關研究...................................................................17
第三章 研究方法 ......................................................................................................18
第一節 研究分析流程...........................................................................................18
第二節 研究設計...................................................................................................19
第三節 訪談對象...................................................................................................21
第四節 訪談問題設計...........................................................................................25
第四章 資料分析 ......................................................................................................27
第一節消費者購買葡萄酒有哪些主要通路.......................................................27
第二節 消費者購買葡萄酒實體通路認知與消費行為.......................................28
第三節 消費者購買葡萄酒虛擬通路認知與消費行為.......................................28
第四節 葡萄酒實體通路與虛擬通路的行銷策略與品牌權益...........................29
第五章 結論與建議 ..................................................................................................30
第一節 研究結果...................................................................................................30
第二節 研究發現...................................................................................................30
第三節 研究限制...................................................................................................31
參考文獻 ....................................................................................................................32
中文部分.................................................................................................................32
英文部分.................................................................................................................33
附錄一 問卷...........................................................................................................35
附錄二 受訪者內容整理.......................................................................................36
中文部分
1.江慧儀(1998),網路購物之消費者需求與廠商實體配送之研究,交通大學交通運輸所碩士論文。
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3.林仁宗(2000),實體通路與虛擬通路競合關係與發展契機之研究-以網路購物市場發展為例,國立台灣大學商學研究所碩士論文。
4.林原輝(1998),消費者購買通路移轉研究-以網際網路通路實證研究,台灣大學商研究所碩士論文。
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6.施朝欽(2000),虛擬與實體通路的整合研究,國立台灣科技大學管理研究所碩士論文。
7. 陳舜鄰 (2007),〈大台北地區紅葡萄酒銷費者行為和銷售商決策對台灣菸酒公司供銷影響之研究〉,國立嘉義大學農學研究所碩士論文。
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9.黃華泰(2001),網站經營模式與企業實體價值鏈整合之探討,銘傳大學資訊管理研究所碩士論文。
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英文部分
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5. Geyskens,Inge, Jan-Benedict E.M. Steenkamp, and Nirmalya Kumar,(1999),A Meta-Analysis of Satisfaction in Marketing Channel Relationships, Journal of Marketing Research, Vol.36:2,pp.223-238.
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7. Hagel Ⅲ,J. and M. Singer(1999),“Unbundling the Corporation,”Harvard Business Review,77(5/6),pp.133-141.
8. Heilman, Carrie M., Douglas Bowman, and Gordon P. Wright,(2000),“The Evolution of Brand Preferences and Choice Behaviors of Consumers New to a Market”,Journal of Marketing Research, Vol.37,No.2,pp.139-155.
9. Henry,A.,1987, Consumer Behavior and Marketing Action,(3rd Ed),Boston, Mass.:/PES-Kent Press.
10. Lee,Khai Sheang and Soo Jiuan Tan(2003),“E-retailing versus physical
retailing:A theoretival model and empirical test of consumer choice,”Journal of Business Research, Vol.56,Iss.11,pp.877-885.
11. Parasuraman A., Valarie A.Zeithaml, Arvind Malhotra(2002),“Service quality delivery through Web sites: A critical review of extant knowledge,”Academy of Marketing Science Journal, Vol.30, Iss.4,pp.362-375.
12. Philip Kotler and Alan R. Andreasen, Strategic Marketing for Nonprofit Organization, 3rd rd(Eng;ewood Cliffs, NJ:Prentice-Hall,1987)
13. Peterson et al,Robert A., sridhear Balasubramanian, and Bart J.Bronnerberg(1997),“Explring the Implications of the internet for Consumer Marketing,”Journal of thw Academy of Markting Science,Vol.25,No.4,pp.329-346.
14. Schwartz,I. E(1996),“Breaking Free Product Marketing,”Journal of Marketing,Vol.41,Iss.2,pp.73-80.
15. Saunders, R., Business the Amazon.com Way: Secrets of the World’s Most Astonishing Web Business, New York: Dover(1999).
16. Young, S . and Feigin, B. (1975), “Using the Benefit Chain for Improved Strategy Formulation, ”Journal of Marketing,39,72-74.
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