聯合分析法在行銷領域上之應用 以行動電話為例

童伯孚(Po-Fu Tung)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.10270

摘要

本研究以聯合分析為出發點並以行動電話手機為例，分析目前市場上之消費者之偏好結構以期找出最適產品策略與價格策略;同時輔以涉入程度、認知需求、自我監控等變數來描述集群後消費者之特性，藉此找出最適促銷策略。
研究結果發現，目前行動電話手機之消費者可約略分為兩群，第一群崇尚多弁鄍B能帶來各式樂趣的行動電話手機，此群消費者對於手機的各式新資訊十分關心，喜愛多變與流行，價格敏感；然而第二群消費者對於多弁鄐圻瘞妏q話手機並不感興趣，此群消費者重視自我的獨特風格、有自己的想法不易隨波逐流，行動電話手機對他們而言除了通話的弁酯Y能以展現其個人特有風格將會是較佳的促銷策略，同時此群消費者價格不敏感。
結果同時發現，在本研究所選取的四種行動電話手機品牌中，消費者喜愛的順序依次為:Nokia、SonyEricsson、Motorola、BenQ，因此在目前行動電話手機弁鈱

關鍵字

聯合分析 ； 涉入程度 ； 市場區隔

並列摘要

This research starts with conjoint analysis, taking cellular phone as an example, to analyze the preference structure of nowadays consumers expecting to find out the optimum product and price strategies, and simultaneously, coupled with involvement, need for cognition and self-monitoring, describes the characteristics of clustered consumers in order to develop the optimum promotion strategies.
From the result, nowadays consumers can be conceptually clustered into two groups. The first group prefers multi-functional cellular phones, which can provide them with a variety of enjoyment, and is much concerned with the new information of various cellular phones, loving variety and popularity, and price-sensitive.
However, in the second group, the consumers are not interested in multi-functional cellular phones; instead, they emphasize their own peculiar styles, persisting in their own thoughts and not susceptible to the environment. Except for communication purpose, stressing that the cellular phone can express their personal peculiar styles would be a better promotion strategy. In addition, this group is not price-sensitive.
This research also discloses that among the four brands at hand the consumers’ first preference order is Nokia, then SonyEricsson, Motorola, and finally BenQ. Thus, in today’s cellular market, in which all products are similar and price competitive, if one brand hopes to succeed, advertising through personality characteristics and lifestyle will be a better approach.

並列關鍵字

market segmentation ； involvemwnt ； conjoint analysis

參考文獻

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