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研究生:林昆諭
研究生(外文):Kun-yu Lin
論文名稱:差異化策略之探討-以3c通路為主
論文名稱(外文):EXPLORING THE DIFFERENTIATION STRATEGIES -TAKE 3C PLACE AS EXAMPLE
指導教授:潘明全潘明全引用關係
指導教授(外文):Ming-chuan Pan
口試委員:潘明全
口試委員(外文):Ming-chuan Pan
口試日期:2014-06-26
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(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:2014
畢業學年度:102
論文頁數:49
中文關鍵詞:購買意願流程促銷通路價格產品服務品質
外文關鍵詞:PlacePriceProductService QualityPromotionProcess
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近年來 3C 產業蓬勃發展,3C 產品已經成為人們生活中必要需求,市面上零零種種商品,消費者該如何選擇變成一個重要的課題,而滿足顧客的需求便成為 3C產業之關鍵成功因素。本研究在探討三家公司的差異特點,以大同訊電為 A 公司、燦坤為 B 公司、全國電子為 C 公司,從台北大都會(台北與新北市)訪問消費者對服
務的認知差異(服務品質、產品、價格、通路、促銷、流程)。提供給三家公司有競爭力的服務差異策略,進行產品行銷與銷售策略思考,以增加業績利潤。本研究首先探討過去研究對服務品質、產品、價格、通路、促銷、流程及購買意願的定義,並藉此瞭解服務品質、產品、價格、通路、促銷、流程對購買意願的重要性;接著採取「問卷調查法」,參考Parasuraman, Zeithaml, and Berry (1988) 等三位學者所提出「SERVQUAL量表」和McCarthy (1964) 所提出的4 P行銷組合,4P為產品(product)、價格price)、通路(place)及促銷(promotion)為主體,選擇適當的研究構面並設計成問卷。調查470位在台北大都會(台北市、新北市)的學生對三家公司的服務策略差異,調查變數包含服務品質、產品、價格、通路、促銷、流程。並將回收之問卷進行前述資料分析方法,以SPSS 20.0及AMOS 21.0版本作為分析工具進行分析。 研究結果發現: (1) 服務品質對購買意願有顯著且正向的影響,(2) 產品種類多元對購買意願無顯著的影響,(3) 價格公道對購買意願有顯著且正向的影響,(4) 通路眾多對購買意願有顯著且正向的影響,(5) 促銷活動吸引對購買意願有顯著且正向的影響,(6) 流程快優對購買意願有顯著且正向的影響。其中產品種類多元無顯著部分會在第五章結論與建議再做詳細的探討,其餘服務品質、價格公道、通路眾多、促銷吸引人、流程快優皆與購買意願有顯著且正向關係。三家公司的差異則有進行Scheffe分析,而分析結論與建議也將會在第五章詳細說明。
The 3C industry is booming in recent year and become necessary needs in people's
live. However, there are a lot of products in the market. Consumers' choice become an important issue and meeting customers' needs become a critical success factors in 3C industry. The research investigates the service characteristics of three companies from Taipei city and New Taipei city. Tatung Consumer Products is A Company. TKE is B Company. E-Life Mall is C Company. The researcher interviews consumers on perceptual differences of service (services quality, product, price, place, promotion and process) toward three companies. Providing three companies with competitive service differentiation strategies, the research also provides marketing and sales strategies in order to increase profits.
First, the research investigates definitions of service quality, product, price, place, promotion, process and purchase intensions in literature review. Understand the importance of service quality, product, price, place, promotion, process to purchase intentions. Based on the SERVQUAL Scale by proposed Parasuraman, Zeithaml, and Berry (1988) the research uses questionnaire survey. And the research also adopts McCarthy (1964) proposed 4P (product、price、place and promotion). Choosing the appropriate dimensions to design questionnaires. The researcher investigates four hundred seventy students in Taipei city and New Taipei city on perceptual differences of service toward three companies. Variables include service quality, product, price, place, promotion and process. This chapter use SPSS 20.0 and AMOS 21.0 to conduct the data analysis. The research finds that: (1) service quality has positive and significant effect on purchase intensions,(2) product has not significant effect on purchase intensions,(3)
price has positive and significant effect on purchase intensions,(4) place has positive and significant effect on purchase intensions,(5) promotion has positive and significant effect on purchase intensions,(6) process has positive and significant effect on purchase intensions. In the chapter five the present research detailed discuss with product has not significant effect on purchase intensions and other variables are positive and significant effect on purchase intensions. The research using Scheffe analysis analyses three
companies’ service differentiation and explain the result in the chapter Five.
摘要 i
誌謝辭 iii
目錄 iv
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 服務品質 4
第二節 產品 5
第三節 價格 6
第四節 通路 6
第五節 促銷 7
第六節 流程 8
第七節 購買意願 9
第三章 研究方法 12
第一節 研究架構 13
第二節 研究假設 13
第三節 變數操作定義 17
第四節 研究對象與問卷設計 21
第四章 研究結果與分析 22
第一節敘述性統計分析 22
第二節 配適度檢定 24
第三節 信度分析 25
第四節 效度分析 25
第五節 結構方程模式28
第六節 Scheffe分析 30
第七節 假設檢定 36
第五章 結論與建議 37
第一節 研究討論 37
第二節 管理意涵 38
第三節 研究限制 39
第四節 研究建議 40
參考文獻 41
附錄:問卷 47
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