- 學位論文
精油產品業導入服務行銷組合之研究
Research of Essential Oil Products Industry Channel into Service Marketing Mix
摘要
20世紀末，環境污染的狀況越來越嚴重，社會變遷的步調加快，緊張繁忙的生活模式裡，工作及生活上的壓力，使得人們生理和心理健康漸漸受到威脅。人類開始提倡環保、尊重生命、著重養生、回歸自然等人文意思，而精油產品正是滿足現代人養生與身、心、靈療癒上最好的另類療法選擇。過去在眾多的學者、專業人士等，對古老芳香療法「精油」的使用方法及療效的致力研究下，證實有其正面的效果，但業者在市場展露性與拓展銷售業績上，並無太大的實質助益。本研究將藉精油販售服務業者，以服務行銷組合（產品、價格、通路、促銷、人員、實體環境、流程管理），來完整探究精油產品服務業，其在行銷環境中運用支配消費者和與消費者行為相關的種種因素，以提供業者作為參考。 研究方法以文獻整理再彙整專家訪談，據以擬出問卷架構，其架構之各主要量表構面，即為服務業之服務行銷組合，而正式問卷之發放範圍以北、中、南、東部地區的百貨公司「精油」專櫃之實際消費者為對象。總共發出780份問卷，回收之有效問卷計553份。研究工具藉多變量統計分析以彙整出結果，進而提出結論與建議。 研究主要結果發現；第一在消費者個人基本資料內呈現之事實對服務行銷組合各構面有不同程度之差異。第二在服務行銷組合中，各構面間存在不同程度之相關性。第三有63.7%的精油消費者認為，精油販售業者應該同時著重服務行銷組合之各構面，而目前台灣最需加強與改進的構面為價格，其次是產品（服務）品質，再其次是銷售服務的人員。
並列摘要
The end of the 20th century, the environmental pollution is getting more and more serious, the steps of social changes are accelerated, in the tense and busy life style, working and pressure in life, make people's physiology and psychological health threatened gradually. People starts to recommend environmental protection, respecting life, keeping in good health, returning to nature emphatically etc., The essential oil products are exactly the best treatment of different class to choose efficaciously to meet moderns to keep in good health with the body and heart. In the past, numerous scholars, professional personage devoted to studying to ancient aromatherapy method and curative effect of treatment ' essential oil ', verify that there is positive result. However, business persons who demonstrate to extend sales in market, do not gain physical benefit from it in fact. This research will make use of the person who sells service trade of essential oil, making up service marketing mix (Product, Price, Promotion, Personnel, Physical Facilities, Process Management) to probe into the products service trade of essential oil integrally to their uses of all sorts of factors that control consumers and consumer behaviors on sales environment as an reference for persons in the business trade. Put in order and gather together whole expert's interview again with documents in research approach to draw up the questionnaire structure, construct the surface in every main quantity form. It is a service marketing mix of service trade. Distribute questionnaires and take the consumers in essential oil counters of department stores all over the province as target. Sending out 780 questionnaires altogether, the effective questionnaire retrieved counts 553 shares. Study tool make use of multivariate analysis to carry out result to propose the conclusion and suggestion. The main study result to find: Firstly, there are various degrees in construct surface appear the facts to service marketing mix in consumer personal basic data. Secondly, there are various degree of connection in 7PS in service marketing mix between each construct surface. The third, 63.7% essential oil consumers think the industry who sells oil person should pay attention to respectively construct surface of service marketing mix at the same time. Currently, the construction needs to be strengthened most is the price, then, the product (service) quality, and finally is the service personnel.