以定位分析探討台灣女性香水市場及企劃新產品方向之研究

The Research of Female Fragrance Market and the Direction of New Product Planning Via Positioning Analysis

陳耀茂(Yow-Mow Chen) ； 李雅靖(Ya-Jing Li)

《2009服務業行銷研討會論文集》 2009年 (2009/05) Pp. 736-770

https://doi.org/10.30090/service.200905.0736

摘要

隨著現代經濟繁榮及生活水準提升，現代人越來越有使用香水的習慣。依據財稅部關稅局的資料來源顯示，在90年至96年間，香水進口貿易金額逐年遞增，顯示國內消費者對香水的需求日益增多。有鑑於此，本研究將利用訪談調查、意見調查及定位分析，以觀察其獨特消費行爲並瞭解國內女性對香水的偏好。並透過五家知名的香水品牌，從中分析消費者對產品屬性之偏好。最後，分析的結果發現同時提供「香水附加價值」、「香水外在特色」和「香水內在特色」的商品頗具商機，尤以「香水附加價值」最爲重要。因此，最後的分析結果企業可依據這三項作爲未來新產品企劃之方向，以滿足台灣消費者的需求。

關鍵字

香水 ； 消費者偏好 ； 定位分析

並列摘要

With the modern economic prosperity and raise living standards, more and more people have the habit of using the perfume. Department of Customs and taxation based on source of information shows that in 90 years to 96 years, the perfume trade amount of imports by year increments, indicating the domestic consumer demand for fragrance increasing. As such, this study will investigate the use of interviews, opinion surveys and positioning analysis, in order to observe its unique understanding of consumer behavior and domestic women's perfume preferences. Through five famous perfume brands, from analysis of consumer preferences for product attributes. Finally, the analysis found that at the same time to provide ”value-added perfume,” ”fragrance external characteristics” and ”perfume inherent characteristics” of the merchandise rather opportunities, particularly in ”value-added perfume,” the most important. Therefore, the final results of the analysis can be based on these three companies as the future planning of the direction of new products to meet consumer demand in Taiwan.

並列關鍵字

Perfume ； Consumer preference ； Positioning analysis