手錶市場之消費者分析-以中原大學學生為例

Analysis on consumers for the watch market-A student survey on basis of Chung Yuan Christian University

張學文(Hsueh-Wen Chang)

指導教授 ： 楊敏生

中原大學/理學院/數學研究所/碩士(2002年)

https://doi.org/10.6840/cycu200200287

摘要

近幾年來由於國家經濟發展快速，生活水準提高，一般學生在手錶市場的消費之價值取向，並非還是以對時為主，新穎美觀外還要注重衣服間的搭配。
本研究利用一些統計方法去建構分析流程，以SPSS及EXCEL統計套裝軟體為工具對中原大學學生做市場區隔和市場定位，最後加以比較市場區隔後的差異。

關鍵字

市場區隔

並列摘要

In recent years, our economy grows rapidly and the living standard is rising. Students nowadays choose their watches not just according to the functions but also to the looks for decoration.
This paper uses some statistical tools to construct an analytical process, to develop a market segmentation and a market positioning for Chung Yuan Christian University students with statistical packages like SPSS and EXCEL, and finally to see the differences after market segmentation.

並列關鍵字

market segmentation

參考文獻

黃俊英(1997)，行銷學，台北：華泰。

Young, F. W.(1977), Nonmetric individual differences multidimensional scaling, an alternating least-squares method with optimal scaling features,

Psychometrika, vol.42, no.1.

Plummer, J. T.(1974), The concept and application of life style segmentation, Journal of Marketing, vol.33, pp.33-37.

李田樹編譯(1987)，行銷管理學，台北：天一。譯自Kotler原著第3版。