國產節能家電消費者生活型態與市場區隔之研究-以電冰箱為例

A Study of Consumers Lifestyle and Market Segmentation on Taiwan Energy Refrigerator

簡婕穎(Chieh-Ying Chien)

指導教授 ： 黃志文

淡江大學/商管學院/國際商學碩士在職專班/碩士(2014年)

https://doi.org/10.6846/TKU.2014.01176

摘要

本研究以台灣國產家用冰箱為研究範圍，以行銷觀點如生活型態、市場區隔、人口統計變數等因素來做分析探討。親自或委託親友在該服務機構發放給目前擁有國產冰箱的同事填答，經扣除部分無效問卷後有效問卷為416份。本研究進行次數分析、因素分析、信度，並以集群分析來探討消費者在購買國產電冰箱之購買決策過程能否以生活型態來加以區隔，以期能作為在擬定行銷策略時之參考，決定目標市場客群最後進行行銷策略的研擬，以提供業者在未來制定行銷策略的參考。
本研究透過假設驗證分析，其結果問巻分析結果皆無顯著差異，建議採無差異化行銷。根據本研究的結果，提出以下三點建議：一、擴大研究範圍，做全國性之調查，瞭解大台北地區以外的消費族群，如上班族、家庭主婦等各社會階層，對國產家電的全面性評價為何，藉以制定全方位致勝的行銷策略；二、延伸研究架構，增加探討品牌的態度與意見或是考量國產家電業者的研發創新因素；三、衡量方法的全面性。

關鍵字

節能家電 ； 生活型態 ； 市場區隔

並列摘要

This study tries to explore the influence factors of marketing standpoint, such as lifestyle, market segmentation, demographic variables and other factors, for Taiwanese domestic produced refrigerators. Through questionnaires conducts and collections in persons and after deducting partially invalid questionnaires, this study collects 416 valid questionnaires. This study employs the methods of the number of times, factor analysis, reliability, and cluster analysis to investigate whether consumers can be separated in lifestyle to the purchase of domestic produced refrigerators in the purchase decision making process. Our results may be useful in the formulation of marketing strategies when business decided to target market segments and finally developed marketing strategies in order to provide industry reference and to develop marketing strategies in the future.

Through the analysis of hypothesis testing of this study, the result of our analysis shows that the volume has no significant difference. The result recommends that undifferentiated marketing is the best strategy. Based on the results of this study, we conclude the following three proposals: First, by expanding the scope of the study, one can do a nationwide survey, and understanding consumer groups outside the greater Taipei area, such as office workers, housewives and other sectors of society, in order to develop a full range of winning marketing strategies; Second, the extension of the research framework, one can increase brand attitudes and opinions to explore research and innovation factors or domestic appliance industry considerations; Third, one can increase the measure of comprehensiveness.

並列關鍵字

Energy-saving appliances ； lifestyle ； market segmentation

參考文獻

14.黃英峯，2012，國產電冰箱產品屬性之研究，淡江大學商管學院國際商學碩士在職專班碩士論文

18.廖芳慕，2012，國產冰箱消費者購買決策之研究，淡江大學商管學院國際企業學系碩士在職專班碩士論文

1.雅雪，2003，銀行業市場競爭定位之研究，國立成功大學統計學研究所碩士論文

2.王璐，2010，台灣高鐵消費者生活型態與市場區隔之研究，淡江大學管理科學研究所碩士班碩士論文

8.高維良，2009，臺北市運動彩卷消費者生活型態與消費者行為之研究，國立臺灣師範大學未出版碩士論文