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  • 學位論文

香菸銷售對便利商店產品推廣策略影響之研究

A Research About the Bundling Sales Strategy by Means of Cigarette Consumption Behavior In Convenient Store

指導教授 : 曲祉寧

摘要


摘要 本研究旨在探究「消費者在便利商店購買香菸」之後,是否會再進行購買『組合商品』如:飲料、點心、啤酒、... 的消費行為。研究的基礎以「第三需求法則理論」作為探討消費者在購買香菸後,在便利商店的組合行銷推廣下,對合併商品在選購時的動機及考慮因素;本研究收集銷售數據資料的對象,是以一般消費客群中高品牌權益的消費者;在「便利商店購買高價位品牌香煙」作為統計及識別的對象,並從便利商店的消費記錄數據中統計並加以整理、分析及探討。 在研究的理論基礎下,於便利商店的組合行銷推廣策略下探討消費者在購買香菸後,對合併購買商品的動機及需求做成因分析與建構了四個衡量構面「高階消費者、購買時機、商品種類及價格差異、促銷活動」等為分析的評估準則,以了解消費者對合併購買商品上需求之迫切性或真實性上的差異分析。 研究的最後目的在強調:不論消費者在選購主要商品(香菸)時,對合併購買商品是否會因「消費者在收入上的差異、需求或必需品的考量、促銷活動、其他因素」等關鍵因素影響或觸動消費者購買意願。其研究成果(如下兩點)可作為「便利商店連鎖經營者」在產品推廣或促銷活動上,提供經營者在決策上對商品規劃及促銷活動時,釐清產品推廣上的成功因素以在研擬商品規劃時及經營決策上的參考。 1.在⾼階多屬性產品中, ⾼階屬性應與⾼階屬性產品搭配. 2.在低階多屬性產品中, 低階屬性應與低階屬性產品搭配.

並列摘要


The purpose of this study is to explore whether consumers will purchase "combined commodities" such as beverage, snack, beer and... Consumer behavior. The research is based on the "third law of demand theory" to explore the consumers' motivation and considerations for the purchase of the combined products after purchasing cigarettes and under the combined marketing promotion of convenient stores. The object of this study is consumers with high brand equity in general consumer groups. As the object of statistics and identification, this paper collects, analyzes and discusses the statistics from the consumption record data of convenience stores. Under the theoretical basis of research on the combination of the convenience store marketing promotion strategy to explore consumer is buying cigarettes, after the merger purchase motivation and demand analysis of the causes and to construct the four dimensions to measure the higher-order consumer, buying time, types of goods, and the price difference, promotion "as the analysis of the assessment criteria, such as in order to understand the urgency of consumer demand on the merger to purchase goods or authenticity of variance analysis. The final purpose of the study is to emphasize whether the combined purchase of major goods (cigarettes) will be influenced or triggered by key factors such as "differences in consumers' income, considerations of needs or necessities, promotional activities, and other factors" when consumers purchase major goods (cigarettes). The following two research results can be used as "convenience store chain operators" in product promotion or promotion activities, to provide the operators in making decisions on commodity planning and promotion activities, to clarify the success factors in product promotion for the reference in developing commodity planning and business decision-making. 1. In multi-attribute high-order products, high-order attribute should match with high-order property products. 2. In low-order multi-attribute products, low-order attributes should be matched with low-order attributes.

參考文獻


1.石昌國, 張金鶚, and 彭建文, 網路購物取貨服務對便利商店店面需求之潛在影響-以統一超商為例. 臺大管理論叢, 2002. 13(1): p. 67-95.
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4.Cheng, H.W., C.-L. Chien, and P.R. Woodburne, The impact of cause-related marketing on store switching: An analysis of the chain convenience stores in Taiwan. 交大管理學報, 2017. 37(2): p. 87-126.
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