在企業的各項管理流程中,行銷在企業的決策中,扮演著舉足輕重的角色;近年來各項企業在新產品推陳出新之際,大多數的行銷手段,莫過於廣告代言人(endorser)的產生;五花八門的廣告加上造型亮眼的明星,造成了現今產品市場的主流。而無論是何種產品,均需考慮產品上市後之市場動態環境,亦即產品生命週期(Product Life Cycle),對企業而言,不同的產品生命週期,需要不同的行銷手段,以刺激產品銷售量,也是促銷策略是否能成功的重大關鍵。而本研究之範疇即在於探討在不同產品生命週期階段下,廣告代言人與產品銷售量之間的關係變化,以及廣告代言人的影響力是否會有所影響。最後,透過統計的分析工具,提供企業組織在不同產品生命週期下,最適的廣告代言人類型,以供參考,節省企業不必要資源之浪費。其中,根據本研究結果之顯示,在廣告代言人的選擇上,產品生命週期處於成熟期階段的產品(本研究以愛之味鮮採柑橙做代表),在廣告代言人的選擇上,可以採用典型消費者為產品代言人,成效最彰。
In each managerial process of industry, marketing plays a dominant role in the decisions of firms. Endorsers are extensively used by firms while launching a brand new product. Therefore, various advertisement and glamorous stars have dominated the marketplace. No matter what kinds of products, however, they should take the dynamic environment into consideration after being displayed in the market. For firms, different product life cycles need different marketing strategies to boost sales and that is also the key point of success. My study is delving into relationships between endorsers and product sales, and whether the effect of endorsers is affected during the product life cycle. Finally, my study will provide firms the appropriate types of endorsers in different cycles to save unnecessary expense. Moreover, my research has shown that the adoption of typical consumers will have significant benefits for products that are being in the maturity stage.