聯合分析法在行銷領域上之應用 以行動電話為例
Date Issued
2004
Date
2004
Author(s)
童伯孚
DOI
zh-TW
Abstract
This research starts with conjoint analysis, taking cellular phone as an example, to analyze the preference structure of nowadays consumers expecting to find out the optimum product and price strategies, and simultaneously, coupled with involvement, need for cognition and self-monitoring, describes the characteristics of clustered consumers in order to develop the optimum promotion strategies.
From the result, nowadays consumers can be conceptually clustered into two groups. The first group prefers multi-functional cellular phones, which can provide them with a variety of enjoyment, and is much concerned with the new information of various cellular phones, loving variety and popularity, and price-sensitive.
However, in the second group, the consumers are not interested in multi-functional cellular phones; instead, they emphasize their own peculiar styles, persisting in their own thoughts and not susceptible to the environment. Except for communication purpose, stressing that the cellular phone can express their personal peculiar styles would be a better promotion strategy. In addition, this group is not price-sensitive.
This research also discloses that among the four brands at hand the consumers’ first preference order is Nokia, then SonyEricsson, Motorola, and finally BenQ. Thus, in today’s cellular market, in which all products are similar and price competitive, if one brand hopes to succeed, advertising through personality characteristics and lifestyle will be a better approach.
Subjects
聯合分析
涉入程度
市場區隔
market segmentation
involvemwnt
conjoint analysis
Type
thesis
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