雞精市場產品定位之研究

A Study on Product Positioning of Chicken Essence Market in Taiwan

陳幼金(Yu-Chin Chen)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2005年)

摘要

雞精市場歷經價格戰、通路變革、包裝革命，廠商開發新品，已促使整體市場週期逐漸步入成熟期，各競爭品牌陸續完成市場瓜分目的。因此瞭解消費者購買雞精之需求屬性，分析消費者對雞精競爭品牌滿意度差異，探討雞精競爭品牌之市場區隔及定位，擬定雞精競爭品牌之行銷組合策略，為本研究目的。並選擇市面上最具知名度且具代表性的四種品牌：統一、白蘭氏、大成、華佗，為本文之研究對象。採用便利抽樣法，鎖定曾飲用、受贈或購買過上述四個品牌之消費者，並以台灣各縣市人口比例發放問卷。本研究理論架構係依循目標行銷之市場區隔(S)、選擇目標市場(T)及市場定位(P)等三個步驟進行，利用多元尺度分析法(MDS)繪製雞精競爭品牌之產品定位圖，擬定雞精競爭品牌之行銷組合策略，以提供業者參考。
依本研究結果得知人口統計變數對雞精競爭品牌滿意度之差異檢定上，以性別、年齡、職業具顯著差異。由雞精市場定位圖顯示，統一之購買屬性構面定位為「通路」、「口味」、「功能」。白蘭氏之購買屬性構面定位為「包裝」、「通路」、「功能」。大成與華佗之購買屬性構面定位為「價格」、「口味」、「品質」。並建議統一可鎖定重視養顏美容之年輕女性或都會型女性等作為行銷目標；白蘭氏可加強以照顧全家人的健康、提供均衡營養提高免疫力、好氣色、恢復元氣、補充體力及增強活力等行銷訴求。大成可加強消費者對公司「一條龍垂直整合」之印象、擴張公司產品延伸性之品牌效益，並重新檢討價格策略，加強通路推廣；華佗則可鎖定「中老年以上男性族群」、「重視養生」、「喜愛飲用補品」等行銷訴求。

關鍵字

雞精 ； 市場區隔 ； 產品定位 ； 多元尺度分析法

並列摘要

The market of Chicken Essence goes through the price competition, channel improves, the revolution of packing, the manufacturer develops the new product, has already impelled whole market cycle and stepped into mature period gradually, every competitive brand finishes the market and dismembers the purpose successively. So understand that the demand attribution of consumers purchasing in Chicken Essence, analyze the difference of consumer's satisfaction to the competitive brand of Chicken Essence, probe into the competitive market of Chicken Essence district of brand separate and make a reservation, draft the Chicken Essence competitive marketing of brand make the tactics up, it is this research purpose.
And choose four kinds of most popular and representative brands on the market: President, Brands, DaChan greatwall, Huatuo, is the research object of this text. Adopt the convenient way of sampling, have drank, been presented or bought above-mentioned four consumer of brand to lock, and grant the questionnaire with the proportions of people of every Taiwanese counties and cities. Research in accordance with following the market district, goal of marketing in departments in theoretical structures through choosing steps of three pieces to be gone on, such as market segmentation (S), market targeting (T) and market positioning (P), utilizing the Multidimensional Scaling (MDS), the products drawing the competitive brand of Chicken Essence make a perceptual map, draft that the marketing of the competitive brand of Chicken Essence makes the tactics up, consult in order to the offering operator. The difference learning the demographic satisfaction to the competitive brand of Chicken Essence of parameter in accordance with this result of study is assayed, have difference of showing with the sex, age, job. Constructs to orientate as ' the channel ' , ' the taste ' , ' the function ' in President purchasing attribution by the market of Chicken Essence fixed position for diagram manifestation.
Construct the orientating as ' packs ' , ' channel ' , ' the function ' in purchasing attribution of Brands. Construct to orientate as ' the price ' , ' the taste ' , ' quality ' in DaChan greatwall and Huatuo's purchasing attribution . And propose that President can lock young women or all knowing type of women who pay attention to skin maintenance, as the marketing goal; Brands can be strengthened and demanded in order to marketing of looking after the whole family's health, offering the balanced nutrition to improve the immunity, good complexion, resuming vitality, supplementing physical power and invigorating etc.. DaChan greatwall can strengthen the benefit of consumer brand to the impression that ' a channel combines of the company vertically ' , expand the extension of company products, and examine the price strategy again , strengthen the popularization of channel ; Huatuo can lock the marketing demand of ' male of middle-aged and old ethnicity ', ' pay attention to keep in good health ', ' like drinking the tonic '.

並列關鍵字

Chicken Essence ； Market Segmentation ； Product Positioning ； Multidimensional Scaling

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