品牌定位、價格促銷與消費者行為關係之研究－以旅行業為例

The Relationship Among Brand Positioning, Price Promotion and Consumers’ Behavior－A Case Study of Travel Agency

蘇信坤(Hsin-Kun,Su)

指導教授 ： 黃榮鵬

國立高雄餐旅大學/觀光學院/旅遊管理研究所在職專班/碩士(2013年)

https://doi.org/10.6825/NKUHT.2013.00018

摘要

隨著網路與資訊科技的普及與快速發展，消費者取得旅遊相關的資訊更加容易，也改變傳統的商業模式和行銷策略。台灣旅遊市場在激烈的競爭下，加上產品價格透明化，消費者行為也因此產生重大的改變。品牌是公司一項重要的資產，品牌的建立已經是旅行業的共識，消費者在選擇旅遊產品時，對旅遊品牌的認定價值為何?在各式各樣的促銷活動中，如何才能獲得消費者的青睞?這些都是很多旅行業者所關心的議題。
本研究主要的目的在探討品牌定位、價格促銷與消費者行為關係之探討。本文由研究變數的關聯性建立研究架構，採量化分析並以參加國內團體旅遊行程的消費者進行問卷調查。共發出450份問卷，回收287份有效問卷，回收率為63.8%。最後以統計套裝軟體SPSS for windows 18.0來分析，分析方法為描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析，研究結果顯示:
1.在品牌定位方面，消費者最重視旅行業者的可靠性。對個人資料的保護性要高，是消費者選擇旅行社最重要的因素。
2.在價格促銷方面，消費者對於有直接降價的產品，購買的意願最高。
3.在消費者行為方面，消費者最擔心的是認同價值。主要為消費者很擔心挑選到不佳的旅遊商品，所以希望從親友和各種管道中找到認同和安全感。
4.就品牌定位、價格促銷與消費者行為關係模式中都有的正向的影響，但其中以品牌定位及消費者行為相關係數最高，顯示消費者對旅行業品牌定位的重視。
依據本研究統計分析，在價格競爭的趨勢下，品牌定位已經成為消費者選擇旅行業的因素之一。因此建議業者可以在品牌的可靠度和產品的認同度上加強，讓品牌與消費者產生連結，贏得信任與建立良好形象，朝品牌之路邁進。

關鍵字

品牌 ； 品牌定位 ； 價格促銷 ； 消費者行為

並列摘要

Accompanied with the popularization and the expeditious development of the internet and the information technology, not only is it easier for the consumers to access the travel-related information, but the traditional mode of business and the marketing strategy change. With the rigid competition as well as the transparency of the product price of the tourism market in Taiwan, the behavior of the consumers consequently results in significant alteration. Brand is an important asset of the company. The buildup of the brand has been a common sense in the tourism industry. When the consumers choose the travel products, how do they recognize the value of the travel brand? Among a variety of the promotional activities, how the consumer’s favor can be won? These are the issues which the travel agencies are concerned with.
This study is mainly designed to explore the correlation of the brand positioning, the price promotion and the consumer’s behavior. The research framework for this study is established, based on the relevance of the research variables. It adopts the quantitative analysis with the questionnaire survey undertaken for those consumers who participate in the group travel itinerary. There are totally 450 questionnaires issued, in which 287 valid questionnaires are recovered at a 63.8% rate of recovery. At last, such a statistic package software as SPSS for Windows 18.0 is used for analysis and the methods of analysis include the descriptive statistics, the independent sample T test, the one-way ANOVA and the Pearson product-moment correlation analysis. The results of study reveal:
1.As far as the brand positioning is concerned, the consumers put the highest emphasis on the reliability of the travel agencies. And the most important factor for the consumer’s selection of the travel agencies rests with the high protection of the personal information.
2.Respecting the price promotion, the consumers are most willing to purchase those products which can be cost down directly.
3.Pertaining to the behavior of the consumers, the consumers most worry the identification of value. They are mainly worried that they choose the poor-quality travel merchandise. As a result, they would like to seek the sense of identification and security from the relatives and friends and a wide range of channels.
4.The positive effect exists in the mode of correlation between the brand positioning, the price promotion and the consumer’s behavior. Notwithstanding, the brand positioning and the consumer’s behavior bears the highest correlation coefficient. It suggests that the consumers think highly of the brand positioning of the tourism industry.
According to the statistical analysis of this study, the brand positioning has turned out one of factors for which the consumers select the travel agency, under the tendency of the price competition. As such, we propose that the travel dealers should enhance the reliability of the brand and the identification of products, so that the brand can be linked with the consumers, further wins the trust and builds up the good impression, moving towards the way of brand.

並列關鍵字

Brand ； Brand Identification ； Price Promotion ； Behavior of Consumers

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