家電產品顧客購買行為分析-以台灣3C通路為例

Research on Customers' Buyer Behavior for Home Appliances - A Case Study on Taiwan's 3C industry

蔡鳳琴(Feng-Chin Tsai, Grace)

指導教授 ： 任立中 ； 陳厚銘

國立臺灣大學/管理學院/國際企業管理組/碩士(2008年)

https://doi.org/10.6342/NTU.2008.01780

摘要

傳統上家電市場分為白色家電和黑色家電。舉凡廚房電器如冰箱、洗衣機等歸類於白色家電；而電視、音響等則屬於黑色家電。家電另依外型大小又有大家電和小家電之分。大家電包含冰箱、電視等；而小家電則有烤麵包機、果汁機等。
台灣家電市場品牌眾多，但依市場品牌定位，一般可將國產、韓國、東南亞等歸屬中低價位；而美國、日本、歐洲等則歸為中高價位。因為台灣、韓國、東南亞等家電技術發展係因為日本、歐美家電大廠委外代工，造就台灣、韓國、東南亞等地發展出小家電、冰箱、電視等產品技術；但是廚房三機產品如油機、爐具等則因早期未於歐美家電大廠委外代工之列，所以台灣、韓國、東南亞等地同一工廠並未同時擁有廚房三機產品技術。反觀這些歐美世界品牌大廠則皆完整擁有冰箱、廚房三機等全系列產品。
遺憾的是，近年來廚房三機產品開始逐漸被釋出委外，特別是歐洲家電廠，但由於土地、人工及原材料成本的考量，中國開始取代其他國家，取得代工優勢。
台灣家電品牌因未完整擁有冰箱、廚房三機等廚房家電系列產品，而於市場競爭皆採取單品個別銷售模式而未採套裝銷售模式。本研究意欲透過個案於3C通路自2005年起取得之三年內顧客購買家電產品資料、文獻回顧，從而進行因素分析，藉此了解產品線擴充的各項影響因素，以找出最適的銷售模式，再提出研究結果與建議。

關鍵字

家用電器 ； 因素分析 ； 3C通路

並列摘要

Taiwan market is full with many appliances brands. According to brand proposition, products made by Taiwan, Korean and southeast countries (sourced countries) are pricing at middle to low; products come from Japan, American and Europe are at middle to high. The sourced countries aren’t skillful in developing cooking products because those products’ technology is not released to them. Unlike those world-scale appliances brands, the sourced countries have no full set of home appliances for the whole kitchen.
In recent years, European brands start looking for sourcing cooking products outside developed countries. Regretfully, they choose China to replace the sourced countries due to cost concerned such as labor cost, land cost and material cost etc.
Home appliances Taiwan brands are sold one by one without the concept of total kitchen solutions. The research purpose is to analysis customers’ behavior for home appliances purchase from 2005 to 2007 through 3C channels. By Factor Analysis, the research is to look for suitable product line-up and selling module.

並列關鍵字

Home Appliances ； Factor Anaysis ； 3C channel

參考文獻

Peppers and Rogers 著（謝晶瑩譯）（1995），一對一的未來，初版，時報文化。

Aaker, David (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Maxwell Macmillan Canada, Incl. NY.

Aaker, Davie, V.Kumar, and George Day (2001), Marketing Research 7th Edition, Wiley Inc. NY.

Berry, L.L. (1993), Relationship Marketing:Emerging Perspective on Service Marketing, American Marketing Association, 1983, pp.25~28

Fletcher, K.,G. Wright and C. Desai (1996), “The Role of Organizational Factor in the Adoption and Sophistication of Databse Marketing in the UK Financial Services Industry”, Journal of Direct Marketing, 10(1), 10-21.