台灣地區大專院校學生數位相機市場之區隔與品牌定位－多元尺度分析之運用

Market Segmentation and Brand Positioning of Digital Camera in Campus of Taiwan-An Application of Multidimensional Scaling

張志信(Chih-Hsin Chang)

《聯大學報》 5卷2期_上 (2008/12) Pp. 213-240

https://doi.org/10.29847/JNUU.200812.0012

摘要

數位相機市場因價格平易，廣受年輕消費族群喜愛，加上生產技術提升，樣式功能需求越來越多，競爭也日趨激烈。面對變動快速，生命週期短，不確定性高，且競爭激烈的市場，廠商若能掌握消費者之特性及偏好，就能針對目標市場開發出消費者真正需要的產品，也較能規劃出有效的行銷策略，提高市場佔有率，增加獲利。本研究以全球數位相機前七大品牌為研究主體，針對台灣地區大專院校學生消費市場進行研究，主要運用生活型態變數作為市場區隔的基礎，配合對產品屬性及各品牌偏好與認知程度，來分析各區隔市場之特性。
首先，本研究採因素分析法從生活型態變數萃取出包括：資訊導向、流行時髦、獨立思考、價格導向、社交應酬等五個因素構面。以此為基礎，對消費者進行分群，得到：「時尚主義」、「價格敏感」、「成熟穩重」與「逆來順受」等四個不同集群。再運用多元尺度分析法及知覺圖，解析屬性及品牌之偏好，替七大品牌做市場定位。分析發現：Sony尤受時尚主義群喜好；Canon與Nikon則訴求身分表徵，較受成熟穩重群喜愛；Fuji與Kodak介於成熟穩重型與價格敏感型之間；Samsung與Olympus在各個集群居排名最後，因此可先從價格訴求著手，吸引消費者。最後，針對各品牌提出具體行銷建議，以市場概況、產品策略、價格策略以及促銷策略等四方面提出市場行銷策略。

關鍵字

市場區隔 ； 產品屬性 ； 因素分析 ； 多元尺度分析

並列摘要

Due to the versatile usage and their easy price, digital cameras (DC) have pervaded the younger consumer market recently. Accompanying with technology innovation and changing consumer needs, competition in the DC market become more and more intense. Facing such a rapid-changing, highly-uncertain and fierce-competing market, DC companies need to know consumers and their preferences better in order to make an effective marketing strategy, and to gain more market shares and profits. In this research, lifestyle variables are treated as the base of market segmentation. We segmented the DC campus market in Taiwan for the world top seven DC companies. In addition, product attributes and preferences over specific brand bare analyzed. Characteristics of all market segmentation and positioning of brands are remarked.
In this paper, factor analysis technique is applied to extract constructs for 20 lifestyle variables. There are five constructs are found: information-oriented, vogue-and-fashion, independent-thinking, price-sensitive and social-engagement. Based on these constructs, university student consumers are clustered into four groups, including vogue-prone, price-sensitive, mature-typed and meek-oriented. Then, by using multidimensional scaling analysis, the top seven brands are positioning in perception graph upon preferences over product attribute and brand. The results show that: (1) Sony is always on the mind of vogue-prone consumers, (2) Canon and Nikon attracts the mature-typed buyers, (3) Fuji and Kodak sit between the mature-typed and price-sensitive ones. (4) Samsung and Olympus consumers are more like the meek-oriented ones. Finally, concluding remarks and suggestions for each brand are stated in terms of marketing strategy.

並列關鍵字

market segmentation ； product attributes ； factor analysis ； multidimensional scaling analysis

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