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研究生:林子民
研究生(外文):TZU MIN LIN
論文名稱:價格定位、品牌價值和消費者行為之探討-以空調閥件業為例
論文名稱(外文):A Study of Price Positioning, Brand Value and Consumer Behavior - An Example ofAir Conditioning Valve Industry
指導教授:賴文祥賴文祥引用關係
指導教授(外文):Wen-Hsiang Lai
口試委員:曾欽正陳建雄
口試日期:2017-07-12
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2017
畢業學年度:105
語文別:中文
論文頁數:69
中文關鍵詞:價格定位品牌價值消費者行為閥門
外文關鍵詞:Price PositioningBrand ValueConsumer BehaviorValve
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閥門主要功能在開、關及調整流量,可廣泛使用在各大產業上,如製造業生產線用閥門、消防用閥、水電用閥、電機用閥及空調用閥。在冷凍空調產業上,閥主要使用在大型中央空調系統,為建築體中的中央空調系統配管工程主要材料之一。由於目前國內尚無研究製閥產業行銷觀點相關研究,又因公司從經銷買賣各家廠牌閥件又另外成立一家工廠自創品牌閥件,所以本研究目的欲探討在空調閥件市場上消費者對於價格的敏感度、品牌價值對於消費者購買行為之影響、藉由本研究了解閥件市場的變化及未來趨勢、探索公司未來決策發展方向。本研究研究方法利用半結構式訪談法,訪談對象總共七位包含冷凍空調產業界的先進、冷凍空調技師及該科系的老師。藉由和學者及專家們的訪談,整合其訪談資訊,將其整理、歸納及分析,本研究結果顯示在冷凍空調產業品牌價值是影響消費者購買該項產品的主要因素,價格高低為影響消費者購買意願的次要因素,此外,品牌價值若能配合合理之價格定位更能提高消費者之購買意願。未來冷凍空調產業趨向節能及智能化發展,為因應未來趨勢應將產品之功能性、材質、精準度做提升,進而提升該公司之品牌價值,致使公司能提高市場上消費者的購買意願並提升公司產品市場佔有率,使企業提升經營獲利而邁向永續經營的目標。
The main function of valves is to open, close and adjust the water flow, and valves can be widely used in major industries, such as manufacturing, fire protection, hydroelectric, electrical engineering and refrigerating air-conditioning engineering. In the refrigerating air-conditioning industry, Valves are mainly used in piping engineering of central air-conditioning system in the construction.
Owing to the fact that there has not been any related research about valve industry conducted from a marketing perspective in country yet, and our company recently founded our own factory to launch a new valve brand, this study is going to explore consumers’ sensitivities to price in the refrigerating air-conditioning industry and how brand value effects on consumers’ purchase behavior. By this study, we could know the changes and future trend in the refrigerating air-conditioning industry, and then find the future direction of the company's decision-making.
The research was conducted by semi-structured interview method, and there are seven interviewers including predecessors, refrigerating air-conditioning technicians and teachers. After organizing the interview records, the result shows that brand value is the main factor that influences consumer behavior in refrigerating air-conditioning industry, while price is a secondary factor. In addition, the reasonable price would improve the consumers’ willingness to purchase
Also, according to the result, energy-saving and intelligent development are the future trends in refrigerating air-conditioning industry. Brand value would increase if company reacts to the future trend to improve their product functionality, product material and product precision. A higher brand value could not only increase consumers’ willingness to purchase, but also increase the company's market share. In conclusion, it is a good way for enterprises to improve profitability and put sustainable operation into practice.
第一章 緒論 ........................................................ 8
1.1研究動機及背景 ................................................ 8
1.2研究目的 ..................................................... 10
1.3研究範圍與限制 ............................................... 11
1.4研究流程及架構 ............................................... 11
第二章 文獻探討 ................................................... 13
2.1閥件產業概況: ................................................ 13
2.1.1閥件業目前成長的狀況: .................................... 14
2.1.2閥件業目前碰到的瓶頸: .................................... 17
2.1.3閥件業如何面對未來的環境: ................................ 19
2.2價格定位與消費者行為的關係 ................................... 21
2.3品牌價值與消費者行為的關係 ................................... 23
第三章 研究設計與實施 ............................................. 29
3.1研究方法 ..................................................... 29
3.2訪談問卷設計 ................................................. 32
3.3研究對象及簡介 ............................................... 34
第四章 實證結果與分析 .............................................. 38
4.1台灣冷凍空調產業業界先進訪談問卷回收及整理 ................... 38
4.1.1 成○工程有限公司訪談問卷內容 ............................. 38
4.1.2 翔○科技工程有限公司訪談問卷內容 ......................... 40
4.1.3 致○空調工程有限公司訪談問卷內容 ......................... 42
4.1.4 景○環控能源顧問有限公司訪談問卷內容 ..................... 43
4.1.5 圓○空調工程有限公司訪談問卷內容 ......................... 45
4.1.6 建○冷凍空調技師事務所訪談問卷內容 ....................... 46
4.1.7 勤○科技大學冷凍空調與能源系管○○訪談問卷內容 ........... 48
4.2結果分析 ..................................................... 60
第五章 結論與建議 .................................................. 62
5.1研究結論 ..................................................... 62
5.2研究建議 ..................................................... 63
5.2.1未來研究之建議 ........................................... 63
5.2.2未來產業之建議 ........................................... 63
參考文獻 ........................................................... 65
1.中文部份 ....................................................... 65
2.英文部份 ....................................................... 65
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