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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 任立中(Li-Chung Jen) | |
dc.contributor.author | Cheng-Chin Wu | en |
dc.contributor.author | 吳承縉 | zh_TW |
dc.date.accessioned | 2021-06-17T07:28:13Z | - |
dc.date.available | 2029-12-20 | |
dc.date.copyright | 2019-07-03 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-06-21 | |
dc.identifier.citation | 一, 中文部分
任立中、陳靜怡(2015)。行銷研究:發展有效行銷策略之基石。新北市:前程文化。 內政部統計處(2019)。育齡婦女生育率。檢自https://www.moi.gov.tw/files/site_stuff/321/1/month/month.html (Jun. 3, 2019) 勞動部統計處(民國107年6月5日)。近年我國女性勞動參與狀況 1-14。檢自https://www.mol.gov.tw/media/5759086/%E8%BF%91%E5%B9%B4%E5%A5%B3%E6%80%A7%E5%8B%9E%E5%8B%95%E5%8F%83%E8%88%87%E7%8B%80%E6%B3%81.pdf (Jun. 3, 2019) 二,英文部分 Aaker, D. A.,J. G. Shansby(1982). “Positioning your product.”, Business Horizons”,25(3),25-62 Aaker, D. A.(1991). “Managing Brand Equity: Capitalizing on the Value of a Brand Name,”, N. Y.:The Free Press Aaker, D.A.(1991). “Managing Brand Equity.”, New York:The Free Press Aaker, J. L. (1995). “Brand personality: conceptualization, measurement and underlying psychological mechanisms.”, UMI Dissertation Services Aaker, D.A.(1996). “Measuring Brand Equity Across Products and Markets.”, California Management Review,38(3),109-121 Butz, Howard, and Leonard Goodstein (1996). “Measuring Customer Value: Gaining the Strategic Advantage.”, Organizational Dynamics, 24 (Winter), 63–77 Euromonitor International (March 2019), “Nappies/Diapers/Pants in Taiwan.” Fennel, G.(1978). “Consumer’s Perception of the Product Use Situation.”, Journal of Marketing, 42, April, pp: 38-47 Gale, Bradley T. (1994). “Managing Customer Value.”, New York: Free Press Green, P. E., & Srinivasan, V. (1978). “Conjoint analysis in consumer research: issues and outlook.”, Journal of consumer research, 103-123 Green, P. E., & Srinivasan, V. (1990). “Conjoint analysis in marketing: new developments with implications for research and practice.”, The journal of marketing, 3-19 Jacoby, Jacob and David B. Kyner. (1973). “Brand Loyalty Versus Repeat Purchase Behavior.”, Journal of Marketing Research 10 (February): 1-9 Jacoby, J., Chestnut, R.W. and Fisher, W.A., (1978). “A Behavioral Process Approach to Information Acquisition in Nondurable Purchasing.”, Journal of Marketing Research 15, 4,532-544 Srinivasan, V. (1982), “Comments on the Role of Price in Individual Utility Judgments, in Choice Models for Buyer Behavior.”, Leigh McAlister, ed. Greenwich, CT: JAI Press, Inc., 81-90 V. Srinivasan. (1978), 'Conjoint Analysis in Consumer Research: Issues and Outlook.', Journal of Consumer Research, 5 (September), 103-23 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73319 | - |
dc.description.abstract | 本研究旨在以任立中、陳靜怡(2015)的市場研究方法為基礎,分析臺灣紙尿褲市場,以幫寶適、滿意寶寶、妙而舒、好奇、麗貝樂以及UniDry為例。
在市場分析方面,本研究調查各品牌知名度及市佔率並利用主成分分析評估各品牌的品牌忠誠度,發現幫寶適、滿意寶寶、妙而舒擁有較高的品牌知名度、市佔率及品牌忠誠度。 在行銷策略規劃方面,以因素分析找出消費動機。再者,根據上述消費動機,使用集群分析定義各市場區隔,並以卡方分析評估市場規模及區隔屬性以界定目標客群,找出「追求社會認同群」市場規模最大。此外,使用迴歸分析探討正向影響各品牌忠誠度的消費動機。最後,以因素分析為基礎,分析各品牌之品牌知覺定位,探討各品牌在目標客群心中的品牌定位,發現滿意寶寶、妙而舒以真實誠懇為品牌定位,因而更接近理想點,而好奇、麗貝樂以及UniDry則距離理想點較遠。 在行銷組合發展方面,透過聯合分析法找出消費者偏好的產品屬性,並以以迴歸模型分析消費者對於各屬性之願付價格,發現消費者偏好幫寶適以及滿意寶寶、棉柔材質、黏貼型紙尿褲、卡通圖案花色等屬性。 | zh_TW |
dc.description.abstract | This paper analyzes Taiwan diaper market, including brands such as Pampers, MamyPoko, Merries, Huggies, Libero and UniDry, based on marketing research by Jen, Chen (2015).
With regard to market analysis, the paper illustrates the brand awareness and market share of each brand, and utilizes Principle Components Analysis (PCA) to measure brand loyalty. The results show that Pampers, MamyPoko and Merries have the highest brand awareness, market share and brand loyalty. In terms of marketing strategy planning, the paper figures out consumer motivations using Factor Analysis. Based on these motivations, the paper defines market segments using Cluster Analysis, and the market size and characteristics of each segments using Chi-Square Analysis. And it shows that “Pursuing Social Identity” segment has the largest market size. In addition, the paper discusses the motivations that positively influence the brand loyalty with the use of Regression Analysis. Lastly, the paper illustrates the Brand Perceptual Map for each brand using Factor Analysis to figure out the brand positioning. The results show that MamyPoko and Merries position themselves as sincerity, and thus, is closer to the ideal point on the Brand Perceptual Map. On the contrary, Huggies, Libero and UniDry are further from the ideal point. Regarding marketing portfolio development, the paper figures out the product characteristics that consumers prefer and the willingness to pay for each characteristic, using Conjoint Analysis and Regression Analysis, respectively. The results show that consumers prefer Pampers, MamyPoko, cotton materials, tape type diapers, cartoon patterns. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:28:13Z (GMT). No. of bitstreams: 1 ntu-108-R06724027-1.pdf: 9363057 bytes, checksum: 74174e32936d87654226e54471f44132 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | 目錄
誌 謝 I 摘 要 II ABSTRACT III 目錄 V 圖目錄 VII 表目錄 VIII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第二章 文獻回顧 3 第一節 臺灣紙尿褲市場分析 3 第二節 行銷研究方法 4 第三節 品牌忠誠度 5 第四節 品牌知覺定位 6 第五節 聯合分析 8 第三章 研究方法 9 第一節 研究架構 9 第二節 問卷設計 10 第三節 資料分析方法 13 第四章 實證結果與分析 17 第一節 樣本描述 17 第二節 建立品牌忠誠度指標並計算品牌忠誠度 22 第三節 界定紙尿褲的消費動機 23 第四節 市場區隔分析 27 第五節 界定目標市場 31 第六節 品牌定位分析 39 第七節 產品策略分析 41 第五章 結論與建議 43 第一節 研究結論 43 第二節 管理意涵與策略建議 44 第三節 研究限制與後續研究建議 47 參考文獻 48 附錄 50 | |
dc.language.iso | zh-TW | |
dc.title | 臺灣紙尿褲市場研究分析 | zh_TW |
dc.title | Taiwan Diaper Market Research and Analysis | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 周建亨,劉秀雯 | |
dc.subject.keyword | 紙尿褲,主成份分析,因素分析,集群分析,卡方分析,迴歸分析,品牌知覺定位,聯合分析, | zh_TW |
dc.subject.keyword | Diaper,Principle Components Analysis,Factor Analysis,Cluster Analysis,Chi-Square Analysis,Regression Analysis,Brand Perceptual Map,Conjoint Analysis, | en |
dc.relation.page | 68 | |
dc.identifier.doi | 10.6342/NTU201900965 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-06-21 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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