影響光電新產品市場機會之市場滲透力的關鍵因素之研究-以台灣的數位電視機市場為例

The Investigation of Influence Key Factors of the Market Penetration about the Market Opportunity of New Photoelectric Products –an Example as the DTV of Taiwan Market

彭淑菁(Shu-Ching Peng)

指導教授 ： 李金連

國立臺北科技大學/電資學院/光電與平面顯示器產業研發碩士專班/碩士(2007年)

摘要

隨著行銷環境的複雜且多變化，市場上新產品推出機會的評估是各廠商極欲了解的重點，由於本研究探討的新產品為LCD-TV，此產品的市場接受度是無庸置疑的，因此將只針對市場的滲透力作相關之探究。基於市場滲透力的主要關鍵機制有消費者屬性、新產品屬性、產品廣告與促銷以及產品行銷通路與服務四大構面，故本研究的目的在於利用上述之關鍵機制發展出一套LCD-TV市場中新產品市場滲透力的影響模式，以供企業經營參考。利用文獻分析的歸納結果，製作相關之問卷，測試樣本：男性175人，女性194人，共369人。研究結果有：
一、歸納出影響新產品數位電視機市場滲透力的重要機制有消費者屬性、新產品屬性、產品廣告與促銷以及產品行銷通路與服務四大構面，其中1.消費者購買決策較具影響力者為個人及社會因素；2.更佳的畫質及音質及操作之便利性為消費者最為重視的；3.消費者較偏好的廣告及促銷活動為電視廣告以及折扣特價；4.消費者較常於家電經銷商之通路來購得電視機產品；5.消費者於各階段較在意的服務特性為商品有明確的退換處理方式。
二、本研究所發展出的新產品滲透力模式是以消費者導向為主軸，將產品滲透過程分為策略擬定、執行過程及績效評量三大階段，且以消費者、新產品以及行銷活動的角度來探討新產品滲透的各個階段，可說是具有系統性。
三、由消費者的調查中驗證了新產品的滲透，除了消費者與新產品本身的評估之外，的確是需要一系列的行銷活動來推動才能使新產品成功的被消費者所接受，因此本文歸納整理之重要因素缺一不可，對於新產品市場的機會評估具有極大的影響力。

關鍵字

數位電視機 ； 消費者 ； 市場滲透力

並列摘要

According to the market opportunities for the introduction of new products is the assessment of the manufacturers is anxious to know the focus. The main theme is researched to investigate new products for LCD-TV that is the product’s market acceptance is unquestionable. It will only deal with market penetration related to explore masterpieces, which based on market penetration of the key mechanisms of consumer attributes.
The new product attributes, Product marketing and advertising and marketing products and services access four dimensions. Therefore, the purpose of this study is to use the above-mentioned key mechanism for the development of a set of LCD-TV market new products market penetration the impact model for business information. Use literature analysis summarized results of the questionnaire related to the production, testing sample : 175 men and 194 women, A total of 369 people. The results are :
1. The conclusion for the new LCD-TV product in television market’s key effects are including the consumer attribute, the new product attribute, the product advertisement and the promotion as well as the product marketing circuit with serves four big construction surface,（1）consumers purchase the decision-making to have the influence for individual and the social factor;（2）better picture natures and the acoustic fidelity and the operation convenience of most take for the consumer;（3）consumer by chance advertisements and promotion for television advertisement as well as discount special price;（4）consumers often buy the television product circuit of in the electrical appliances dealer;（5）consumers the service characteristic which cares about in various stages have explicitly for the commodity exchange a purchase the processing mode.
2. This research develops the new product penetrability pattern is take the consumer guidance as a main axle, divides into the product seepage process the strategy to draw up, the implementation and the achievements comments the quantity three big stages, also by the consumer, the new product as well as the marketing angle discusses the new product seepage each stage, may say has the systematic characteristic.
3. Form the result of consumer research in the new product seepage that are not only the consumer and the new product itself appraisal, but also needs a series of marketing to impel to be able to cause the new product to succeed is accepted by the consumer, therefore this article induces the reorganization the important attribute to be indispensable, regarding the new produce market opportunity appraised has the enormous influence.

並列關鍵字

DTV ； Consumer ； Market Permeate Strength

參考文獻

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