行銷組合方案於“性產業”機構應用之可行性分析

A Feasibility Analysis of the Applied Alternative of Marketing Mix to the Sex Industry

駱俊宏(Jiunn-Horng Lou)

《品質月刊》 42卷11期 (2006/11) Pp. 70-74

https://doi.org/10.29999/QM.200611.0022

摘要

性是生理基本需求之一，從歷史面向瞭解性産業從古至今即存在，性産業並非禁止可解決的問題，其與國家整體經濟發展有關。而行銷組合方案是機構爲達成其市場目標與行銷目標所使用的一組行銷工具，包括産品、價格、通路與促銷等。本文首選試以行銷觀念爲主軸符合顧客需要，另以顧客需求（嫖客／性消費者）與慾望（性慾望）爲導向，藉向行銷整合達成組織目標不、滿足顧客、回饋大衆與達成雙贏爲宗旨，其次以行銷組合方案於性産業機構之運用做分析，方以作爲未來相關機構擬訂「性産業品質管理」政策之參考。

關鍵字

性 ； 性産業 ； 顧客需求 ； 行銷組合方案

並列摘要

Sex is one of the basic physiological demands, and the sex industry has long existed since the ancient times. Sexuality is not something that can be forbidden; on the contrary, it is highly related to the entire economic development of a country. Used by organizations to achieve their business and marketing goals, the alternative of marketing mix is a set of tools, including product, price, place and promotion. This article tries to center on marketing concept, directed by customer needs (whoremaster/sex consumer) and desire (sex desire), and, by means of marketing integration, to achieve organization objectives, customer satisfaction, feedback and a win-win strategy. Besides, a feasibility analysis of the applied alternative of marketing mix to the sex industry is done, which may serve as the reference for related institutions to make ”TQM of the sex industry.”

並列關鍵字

sexuality ； sex industry ； customer requirement ； alternative of marketing mix

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