消費者之偶像崇拜與跨文化認同對跨國企業行銷組合績效的影響研究─以日系Avex公司為例

由於全球化趨勢的增強，跨國企業（MNCs）紛紛積極在海外發展事業。日本Avex是第一家在臺灣以銷售日韓流行音樂影音商品為主的公司，擁有最多高知名度的日韓藝人，迅速成功的在臺灣市場脫穎而出。令人好奇的是：Avex的成功是因為其行銷組合成功？或是臺灣的消費者有高度的跨文化認同使然？是否臺灣消費者的偶像崇拜心理增強了行銷組合的力道？我們以大高雄及網路平台的Avex消費者進行驗證性的研究。結果發現，Avex的整體行銷組合是很令消費者滿意，但在促銷上則尚須加強。同時「偶像崇拜」及「跨文化認同」也都增強了Avex流行音樂整體行銷的績效；不過在個別的行銷組合構面上卻都沒有顯著的增強效果，值得再檢討改進。這些發現可做為跨國行銷研究的參考，以及Avex、流行音樂影音商品業者、MNCs要制定行銷組合以提升消費者滿意度時的參考。

關鍵字

跨國企業；行銷組合；偶像崇拜；跨文化認同；消費者滿意度

並列摘要

Globalization forces firms to compete in international market. Avex, a Japanese MNC which majorly sells eastern Asia audio and video products, has a great success in Taiwan popular music market by employing lots of famous singers. Why Avex has that great performance? Is their marketing mix make it happen? And what the roles the consumers' idolatry and cross-cultural identity play? This research employs consumers in Kaohsiung area and Internet platforms to examine these research questions. The results show that Avex's marketing mix indeed can promote consumers' satisfaction. Furthermore, consumers' idolatry and cross-cultural identity both can enhance the above effect. But the respective aspect of Avex's marketing mix has not the same influence. The findings provide implications to both academic research and managerial practices.