羽球拍行銷計畫之研究～以大專羽球運動員需求調查為例

A Study of the Marketing Plan on Badminton Rackets-The Demand Investigation for the Badminton Athletes in Colleges

涂國誠(Kuo-Cheng Tu) ； 徐康良(Kang-Liang Hsu)

《成大體育》 39卷1期 (2006/01) Pp. 12-27

https://doi.org/10.6406/NCKUSPORTS.200601_39(1).0002

摘要

The purpose of this study is to probe into the demands and trends of purchasing badminton rackets for badminton athletes in colleges and the relationship between the demands and backgrounds of the athletes. The results may provide the manufacturers with the worthy information about the competitive analysis of marketing plans, the consumer demand for the products, the focal point of future management, and the basis for marketing tactics. Furthermore, manufactures can develop the badminton rockets that more satisfied consumers with to reach the manufacturers and consumers win-win. The subjects of this study were 908 athletes who were participant the National Cheng Kung University Badminton Open in 2004. The self-made questionnaire ”The Questionnaire of Purchase Behavior of Badminton Racket for Badminton Athletes in Colleges” was carried on questionnaire investigation. The following results were found: 1) The functionality (material), price and brand were important for badminton athletes in college to purchase badminton rockets. The order represents the level of importance. 2) The mainly brands were Yonex, Fleet and Victor. There was no significant difference between sex and choice of brands. There were significant differences between the aging of playing badminton and the choice of brands (Victor, Fleet) (p＜.05). There were significant differences between hours of practice and choice of brands (Fleet) (p＜.05). 3) On the functional partiality of badminton rockets, the favor materials were carbon fiber and titanium metal. The favor styles were pat head and egg shape. There were significant differences between hours of practice and choice of the styles (p＜.05). 4) On the prices of badminton rockets, the ideal price was about 1500NT dollars. There were significant differences between the aging of playing badminton and the choice of prices (p＜.05).

關鍵字

行銷計畫 ； 羽球拍

並列摘要

The purpose of this study is to probe into the demands and trends of purchasing badminton rackets for badminton athletes in colleges and the relationship between the demands and backgrounds of the athletes. The results may provide the manufacturers with the worthy information about the competitive analysis of marketing plans, the consumer demand for the products, the focal point of future management, and the basis for marketing tactics. Furthermore, manufactures can develop the badminton rockets that more satisfied consumers with to reach the manufacturers and consumers win-win. The subjects of this study were 908 athletes who were participant the National Cheng Kung University Badminton Open in 2004. The self-made questionnaire ”The Questionnaire of Purchase Behavior of Badminton Racket for Badminton Athletes in Colleges” was carried on questionnaire investigation. The following results were found: 1) The functionality (material), price and brand were important for badminton athletes in college to purchase badminton rockets. The order represents the level of importance. 2) The mainly brands were Yonex, Fleet and Victor. There was no significant difference between sex and choice of brands. There were significant differences between the aging of playing badminton and the choice of brands (Victor, Fleet) (p＜.05). There were significant differences between hours of practice and choice of brands (Fleet) (p＜.05). 3) On the functional partiality of badminton rockets, the favor materials were carbon fiber and titanium metal. The favor styles were pat head and egg shape. There were significant differences between hours of practice and choice of the styles (p＜.05). 4) On the prices of badminton rockets, the ideal price was about 1500NT dollars. There were significant differences between the aging of playing badminton and the choice of prices (p＜.05).

並列關鍵字

marketing plan ； badminton rack

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