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  • 學位論文

市場分群模式與顧客價值模式研討─以電影市場為例

A Study on Market Segmentation and Customer Value -Taking Movie Market for Example

指導教授 : 陳家聲
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摘要


就當前電影市場的現況來看,電影發行成本的節節升高,顧客需求的複雜多變,若是再加上電影消費集中化趨勢越趨明顯的事實,我們可以這麼說,不論是從電影發行公司或是電影映演事業的角度來看,如何透過對於市場顧客需求、行為的解讀,清楚分隔市場,並為不同市場區隔設計不同的產品及行銷組合已經成了電影工業刻不容緩的課題。 根據過去電影市場的研究,學者多以顧客生活型態及顧客欲求利益作為市場區隔之基礎,然而在實務的應用上,企業並無法輕易了解在其特定區隔下究竟是哪些顧客,或是其究竟為企業帶入多少的經濟利益。有鑒於此,本研究導入RFM交易型態模式作為市場區隔之基礎,並搭配生活型態理論及EKB模型的應用,探討不同貢獻下的顧客其不同的行為及思考模式。 根據分析結果,本研究將電影市場顧客區分為最高貢獻顧客、一般貢獻顧客及低度貢獻顧客三類,在整體樣本的比例中各佔7.3%、25%及67.7%。在生活型態的衡量方面,最高貢獻顧客對於創新多元及資訊攫取構面較為重視;一般貢獻顧客對於群體娛樂構面較為重視;低度貢獻顧客則是對消費活潑構面反應較為激烈。在EKB消費行為模式的討論中,發現三集群在觀影動機上並無顯著差異;資訊蒐集管道則具有差異;至於評估準則的考量上,最高貢獻顧客對與電影本身的相關的屬性較為重視,而一般及低故貢獻顧客則對其他外部屬性較為重視;最後是關於消費實態行為的部分,三集群在觀影夥伴、現場購物意願以及前往觀賞日等問項中存在顯著之差異。

關鍵字

電影 RFM 市場區隔

並列摘要


Considering the current movie market, the publication cost of a movie is very high. Meanwhile, customers have complicated requirements, and the trend of concentrated movie consumption is gradually clear. For both movie companies and movie broadcasting businesses’ perspective, clear market segmentation after understanding customers’ needs and interpretation of customer behaviors to design different products and marketing combination for different markets are of great urgency for the general movie industry. According to early researches on the movie market, scholars segments the markets based on customers’ life style and desired benefits. In practical application, enterprises are unable to find out which customers or how much economic benefits they bring under specific market segmentation. In light of this situation, this research introduces RFM transaction model as the foundation of market segmentation along with life style theories and EKB model application to discuss behaviors and thought models of customers with different contribution. Based on the analysis result, this paper divides customers into the highest contribution customers, regular contribution customers and low contribution customers, accounting for 7.3%, 25% and 67.7% in overall samples, respectively. In measurement of life style, the highest contribution customers focus on innovation diversity and information acquirement; regular contribution customers pay more attention to group entertainment. Low contribution customers are more excited in vivid aspect. In EKB behavior models, there is no distinctive difference in motive of movie viewing among the three groups. However, channels of obtaining information among three groups are different. In consideration of evaluation principles, the highest contribution consumers emphasize on the properties of movies; the other two groups pay more attention to other external properties. In actual consumption, distinctive differences are found in movie viewing companions, purchase willingness on site, and timing of watching movies among the three groups.

並列關鍵字

movies RFM market segmentation

參考文獻


陳信宏(2003),「利用非動態資料庫之銀行顧客分群研究」,國立台灣大學商研所碩士論文
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郭幼龍(1999), 「民眾對臺灣電影的評價與電影消費行為之關係研究」,世新大學傳播所碩士論文。
Assael, Henry A. and Marvin Roscoe Jr. (1976), “Approaches to Market Segmentation Analysis ” , Journal of Marketing 40,pp:67-76.

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