臺灣博碩士論文加值系統

在當前的市場經濟中，隨著經濟的發展，企業競爭越來越激烈。為了生存和發展，企業必鬚髮現自己比競爭對手更具優勢。他們需要讓客戶了解他們的產品與競爭對手相比的差異。事實表明，如果企業想要這樣做，營銷策略在業務中的應用將是幫助他們取得成功的重要因素。企業可用於影響其目標市場以促進銷售的四種營銷組合工具之一是促銷策略。為了在市場中佔據一席之地，公司需要完成促銷活動並評估此類活動對客戶購買決策的影響。因為通過良好的促銷活動，公司可以通過購買客戶的決策來消費為公司帶來利潤的產品，並在市場中創造競爭優勢。
ETA信息學JSC在信息技術領域開展業務;專門從事編程和提供建築軟件，如估算 - 投標軟件;施工結構計算軟件;建築會計軟件;服務於建築業的企業;運輸;灌溉;電信;電力行業等。在過去幾年中，公司在營銷活動方面取得了許多成功，以開拓市場。該研究的目的是探討促銷活動對ETA信息學JSC客戶購買行為的影響。通過以往的研究成果和訪談方法，作者建立了模型中變量的量表，從而進行了樣本量為150的定量研究。採用SPSS 20.0軟件對所收集的數據進行了分析。通過驗證比例模型的步驟和研究模型已經證實，3個基本因素對ETA公司產品的客戶購買行為產生了積極影響，包括：直接營銷-DM;廣告-AD;公共關係 - 公關。在這些因素中，Campaign -CP是對客戶購買行為影響最大的因素。

In the current market economy, with the economic development, businesses compete more and more fiercely. In order to survive and develop, businesses must find themselves an advantage over competitors. They need to make customers aware of the differences of their products compared to competitors. The fact shows that if businesses want to do that, the application of marketing strategies into business will be an important factor to help them succeed. One of the four Marketing - mix tools that businesses can use to influence their target market to promote sales is the Promotional Strategy. In order to gain a position in the market, the company needs to complete promotional activities and assess the impact of such activities on customers' purchasing decisions. Because with a good promotional activity, the company can consume products that bring profit to the company through purchasing decisions of customers, and create a competitive advantage in the market.
ETA Informatics JSC is operating in the field of information technology; specializing in programming and providing software in construction such as Estimation – Bidding software; Construction Structure Calculation Software; Construction accounting software; serving businesses operating in the construction sector; transport; irrigation; telecommunications; electricity industry, etc. In the past years, the company has achieved many successes in marketing activities to develop the market. The aim of the study is to explore the impact of promotional activities on customer purchase behavior at ETA Informatics JSC. Through previous research results and interview methods, the author has built scales for the variables in the model, thereby conducting quantitative research with a sample size of 150. Collected data were analyzed via SPSS 20.0 software. Through the steps to verify the scale model and the research model has confirmed that 3 basic factors have a positive impact on customer purchase behavior with ETA company's products, including: Direct Marketing –DM; Advertisement-AD; Public relation - PR. Among these factors, Campaign –CP as the factor that has the greatest impact on customer purchase behavior.

摘要 i
Abstract ii
Acknowledgements iii
Table of Contents iv
List of Tables v
List of Figures vi
Chapter 1 INTRODUCTION 1
1.1. Background 1
1.2 Aims of the study 1
1.3 Object and scope of the study 2
1.4. Research methods 2
Chapter 2 LITERATURE AND RESEARCH MODEL 3
2.1. Marketing 3
2.2.Customer Purchase Behavior 5
Chapter 3 RESEARCH METHODOLOGY 13
3.2. Research methods 13
3.3. Method of data analysis, hypothesis testing and research models 16
Chapter 4 ANALYSIS AND RESULT 18
4.1. Overview of ETA Informatics Joint Stock Company 18
4.2. Descriptive statistics of research samples 19
4.3. Evaluating the reliabilityof the scale 20
4.4. Hypothesis Testing 24
Chapter 5 CONCLUSION AND MANAGEMENT IMPLICATIONS 29
5.1. Overall assessment 29
5.2. Some management implications 29
REFERENCES 31
Appendices 34

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