國內啤酒市場促銷策略及知覺品質對消費者再購意願之影響

Promotion Strategies and Quality Perceptions on Consumer Repurchase Intentions of Domestic Beer Market.

陳韋軒(Wei-Hsuan Chen)

指導教授 ： 葛維鈞

朝陽科技大學/管理學院/企業管理系/碩士(2012年)

摘要

自從台灣加入世界貿易組織(WTO)以後，各產業均受到不同程度的衝擊影響，市場開放後，使消費者多了許多不同的選擇，眾多的商品勢必讓原有的銷售通路及陳列空間縮減，為了保持通路及陳列空間不被其它品牌所搶佔，企業必須爭取中間商及舖貨商的支持以維持舖貨率。
本研究主旨在探討促銷策略、知覺品質透過品牌偏好的中介影響下，對消費者再購意願之影響。本研究採用便利抽樣之方式取得研究資料，選取台北及台中地區熱炒店之消費者作為問卷發放對象以及利用網路之方式發放問卷，共計發出250份問卷及網路50份，回收後去除無效問卷及不符合設定標準(及每周飲用啤酒量低於四瓶之問卷)，有效問卷共計222份，因此問卷回收率為74%，進行分析驗證後，得出結果如下：(1)促銷策略對再購意願有正向影響。(2)促銷策略會透過品牌偏好的部分中介效果影響再購意願。(3)知覺品質對再購意願有正向影響。(4)知覺品質會透過品牌偏好的完全中介效果影響再購意願。(5)人口統計變項。
研究結果發現，價格促銷對短期刺激消費者購買有明顯效果，但長期來看卻是不利於企業發展，過於頻繁的價格促銷可能會導致消費者聯想產品品質是否劣於其它同性質品牌產品，因此，不能以價格促銷做為推廣產品之主要方式，應審慎思考衡量搭配其它方式進行。

關鍵字

促銷策略 ； 知覺品質 ； 品牌偏好 ； 再購意願

並列摘要

Since Taiwan joins WTO Later, every industry is influenced by the impact in various degree, after the market is open, make consumer getting many a lot of different choice, numerous goods certainly will let already existing selling thorough fare and display space reduce, for keep thorough fare and display space seize other brand, enterprise must try intermediate trader and pave support of trader in order to keep paving the goods rate.
Under mainly aiming at probing into and promoting the tactics, consciousness quality and lying between influencing what the brand is had a partiality for in this research, purchase the influence of the will on consumers again. This research adopts the convenient way to sample and obtains and studies the materials, choose Taibei and consumer who propagandize hotly shop of Taizhong area as asking the curly hair is shown the marriage partner and utilize the way of the network to release the questionnaire, send out 250 50 questionnaires and networks altogether, the amount of beer drunk is lower than four bottles of questionnaires to retrieve, remove the invalid questionnaire and not accord with and set up the standard (and every week) ,The valid questionnaire adds up to 222, so the rate of recovery of the questionnaire is 74%, after analyzing and verifying, obtain the result as follows: (1)Promoting the tactics will have to purchasing the will it again to influence. (2)Some intermediary results that will pass brands and have a partiality for influence and purchase the will again to promote the tactics. (3)There is consciousness quality again to influence. (4)The complete intermediary''s result that consciousness quality will pass brands and have a partiality for influences and purchases the will again. (5)Demography changes one.
The result of study finds, the price promotes and irritates consumers and buys obvious result to a short time, unfavorable to enterprise development on long terms, frequent price promote, may cause consumer Lenovo products quality lower than other with property brand product overly, so, can''t regard promoting making at the price as the main way to popularize products, should think scrupulously that weigh and match other ways to carry on.

並列關鍵字

Repurchase Intention ； Brand Preference ； Promotion Strategies ； Quality Preceptions

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