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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19560
標題: | 聯合分析法於品牌權益之研究-以貓飼料為例 The Application of Conjoint Analysis on Brand Equity in the Cat Food Industry |
作者: | Vanessa Bobrzyk 樊妮莎 |
指導教授: | 任立中(Lichung Jen) |
關鍵字: | 聯合分析法,寵物市場,品牌權益,市場細分,品牌知覺, conjoint analysis,pet market,brand equity,market segmentation,brand perception, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | In recent years, with the change of Taiwan's population structure,lifestyle, interpersonal alienation,reforming emotional relationships, declining birthrates, aging society and other factors, promoted a trend wave of pets and pet shops in Taiwan. The numbers of pet grooming salons and pet hospitals are also increasing year by year. Currently the Taiwanese pet market counts 160 million cats and dogs only which is a considerable size for the overall pet food market, pet supplies, pet grooming and other related products.
In addition to create product differentiation, to understand customer’s real needs is the key to success. This study selects four well-known brands from the cat food market, gather information through internet questionnaire, applicates conjoint analysis to measure the brand equity of the four brands. Then through market segmentation a further analysis and comparison will be conducted, with the aim to find differences and characteristics between groups. Finally, with the analysis results, manufacturers will be provided with recommendations on marketing management. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/19560 |
全文授權: | 未授權 |
顯示於系所單位: | 國際企業學系 |
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ntu-105-1.pdf 目前未授權公開取用 | 6.09 MB | Adobe PDF |
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