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  • 學位論文

光學眼鏡與太陽眼鏡品牌行銷策略及消費購買行為之關聯研究

The Associated Study on Brand Marketing and Consumer Buying Behavior between Optical Eyewear and Sunglasses

指導教授 : 陳定國
共同指導教授 : 張紘炬(Horng-Jinh Chang)

摘要


眼鏡乃文明人不可或缺之物,人之一生中絕大多數時間與眼鏡發生關係。從年少求學時配戴近視眼鏡;年青人外出喜愛用太陽眼鏡;工作有時需要戴保護眼鏡(如焊接工人);老年人需要老花眼鏡。可謂文明越進步,人類需求眼鏡的數量與品質之要求也越增加。隨著產業環境的激烈變動,眼鏡業者為了迎合消費者的需求與喜好,不斷推陳出新,以滿足消費者的胃口。因此在這樣競爭的市場,如何讓企業存活可謂是一門大學問,所以無論是在長期策略的思考及短期戰術的作法上,都要能夠瞭解消費者的習性。本研究擬針對眼鏡產品的品牌行銷策略加以研究,探討國內眼鏡產品之品牌行銷策略與消費者購買行為之關係,具體的研究目的如下所示: 1.了解消費者對品牌行銷之認知態度為何? 2.消費者對品牌行銷之認知態度,對其購買眼鏡的決策有何影響? 3.不同人口變數下的消費者,他們對品牌行銷之認知態度與購買眼鏡的 決策考量,是否有所不同? 研究結果顯示性別與教育程度會影響對品牌行銷的看法;品牌行銷會影響消費者對於光學眼鏡及太陽眼鏡的購買行為,其中以「品牌印象與設計」、「廣告週知」、「品牌意義」等對消費者的影響程度最大。因此對於中小眼鏡企業來說,品牌定位一定要和產品的個性概念結合起來,如此樣才能讓消費者容易辨別和認識,進而提升消費者的購買意願。

並列摘要


Glasses have been indispensible in contemporary life. Wear optical eyewear while in school; the young person goes out like to wear sunglasses; while working sometimes needs to wear protection glasses (as weld worker) ;the old people need courtesy glasses. With the advance of the society, the quantity and quality of glasses demanded has ascended. Catering to consumers' demands and preferences, glasses manufacturers have been innovating new products. It's quiet a big knowledge for the company survive in the market with many competitors. We should know the habits of consumer very well no matter in the long strategies or in the short tactic. The aim of this research is focusing on brand marketing strategies on glasses product, including the relationship between the brand marketing strategies of domestic glasses product and consumer buying behavior , the content of research as follow: 1.Understand what is the consumer's cognition to brand marketing? 2.The consumer's cognition to brand marketing have to influence purchases decision of glasses? 3.Under the different demographic variables of consumer, their cognition to brand marketing and purchase decision of glasses, whether have a dissimilarity? The research shows that; The brand marketing will influence a consumer for their behavior of the purchasing the optical glasses and the sunglasses. Among them, "brand impression and design", " advertisement notice", "brand meaning" influence consumer are the biggest. So for small and medium enterprises, brand position and the concept of its products have to completely integrate each other, which could enhance the product recognition and the willing of purchase.

參考文獻


連鎖店協會。民國九十四年度年報,寶島光學科技股份有限公司。
21.寶島光學科技股份有限公司2006年度年報。
10.陳清智(民96),以消費價值觀點探討消費者購買液晶電視意願關鍵
圖書出版公司,初版(原著:Philip Kotler, Marketing
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被引用紀錄


陳沛均(2015)。服務品質對於顧客滿意度與忠誠度之影響- 以台灣地區眼鏡公司為例〔碩士論文,國立中正大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0033-2110201614031867

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