從久站工作職業觀點分析機能性鞋墊產品之行銷策略

Analyzing the Marketing Strategy of Functional Insole Products for Long-Standing Occupation

謝靜芬(Ching-Fen Hsieh)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400190

摘要

台灣足部健康意識的興起，市場上各種機能性訴求的鞋墊產品日益增加，使得消費者的選擇多樣化。而鞋墊廠商如何在市場上眾多不同鞋墊產品下，面對消費者對鞋墊產品不同的產品認知下，各家所執行的市場行銷策略組合及品牌之影響力，能夠吸引消費者優先選購自家機能性鞋墊產品，並提高購買意願且進行購買，是其經營上致勝的關鍵。因此，本研究期望透過探討久站工作者在機能性鞋墊之行銷策略與品牌對購買意願的關聯性，藉此提供鞋墊廠商更多策略思維。
本研究採便利抽樣法，調查對象為百貨服務業、護理人員、教師及空服員共四種久站職業為調查對象，共回收有效問卷687份，並運用信度分析、相關分析及迴歸分析等方法進行資料處理，以了解機能性鞋墊之行銷策略在品牌與產品認知對購買意願的關係。
本研究結果發現，機能型鞋墊產品的行銷組合5P對提高消費者購買意願之間呈現有部分顯著影響，但其中人員策略則無相關性，可能原因為主要購買動機為消費者自身需求所啟發之購買動機，不會因銷售人員服務品質好或專業說明產品資訊；因此，人員策略對消費者來說，已不是成為提高購買意願的主要因素。且消費者對鞋墊不同的產品認知下，當認為鞋墊為醫療保健產品時，消費者會受到產品、通路及推廣策略的影響購買意願，當認知為一般消費品時，產品、通路及人員策略具有影響力。另外，在品牌干擾方面，久站工作者對於機能性鞋墊產品的銷售通路及價格高低，會受到品牌的干擾進而影響其購買意願。因此，無論機能性鞋墊是否具有品牌，通路策略及價格策略均是久站工作者購買機能性鞋墊重要的影響因素。最後，透過分群分析結果發現，在四種久站工作者觀點下之行銷策略組合如下：百貨服務業之久站工作者，著重於價格及通路策略；護理人員著重於產品、價格及通路策略；教師著重於推廣及通路策略；空服員僅重於通路策略。在不同的產品認知干擾下：醫療觀點-百貨服務業之久站工作者，著重於價格及通路策略；護理人員著重於通路策略；教師著重於推廣及通路策略；空服員則無；一般觀點-百貨服務業之久站工作者，著重於通路及人員策略；護理人員著重於價格策略；教師著重於通路策略；空服員則重視通路及人員策略。

關鍵字

久站工作者 ； 品牌 ； 購買意願 ； 行銷策略 ； 機能性鞋墊

並列摘要

In the 21st century, consumers are increasingly educated in foot pain, particularly related to footwear; as of result, orthotic health professionals have developed variety of functional insoles products for the market. With so many orthotic insoles to choose from, this study is an attempt to correlate marketing strategies 5P, branding, and purchase factors for professionals that require standing for long period of time. The result of this study will provide basis to the orthotic insole industry’s business strategies.
The target populations of this study are professionals that will require standing for extended period of time throughout the day such as department store service clerks, nurses, teachers, and flight attendants. By using convenience sampling method for this research, 687 effective questionnaires are collected and analyzed with statistic methods that include reliability analysis, correlation analysis, and multiple hierarchical regression analysis.
In conclusion, there are some significant effective between marketing strategies 5P with purchase intention when consumers buy functional insoles, however, there is no correlation with personnel sales strategy. The purchase motivation of functional insole is mainly based on consumer’s necessity and not because of consumer’s satisfaction for personnel sales strategy. Therefore, personnel sales strategy is not a major contributing factor to raise purchase functional insole. And when consumers there is different products concept of the Funcitional insole, for healthcare products, the product,place and promoation strategies are contributing purchase factors. When consumer’s awareness of general consumer goods, products, place and personnel strateges are purchase factors. However, the research showed branding interfered with marketing strategies of consumer’s purchase decision process. Price strategy and place strategy of marketing strategies with brand interference are key motivating factor during consumer’s purchase intention. Consequently, regardless whether consumers purchase a branded of the orthotic insole or not, both price and place strategy are key factors of marketing strategies. Lastly, the implement of marketing strategy of functional insole are all different for the four occupations that require standing for extended period of time: Department store clerks, price and place strategies are contributing purchase factors. For the nurse, product, price, and place strategies are key to the decision making process. Teacher’s marketing strategies should focus on promotion and place. As for the flight attendant, only place strategy will affect the purchase intention of functional insole. Lastly ,when consumers’s with different concept of Function insole for the four occupations that require standing for extened period of time: For Medical concept-Department store clerks, price and place strategies are contributing purchase factors. For the nurse, only place strategies are key to the decision making process. Teacher’s marketing strategies should focus on promotion and place. As for the flight attendant, no strategy will affect the purchase intention of functional insole；For general concept of function insole, Department store clerks, person and place strategies are contributing purchase factors. For the nurse, only price strategies are key to the decision making process. Teacher’s marketing strategies should focus on place strategy. As for the flight attendant, person and place strategy will affect the purchase intention of functional insole

並列關鍵字

Long standing workers ； Functional insole ； Purchase intention ； Brand ； Marketing strategy

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