- 學位論文
新產品上市對消費者購買意願之影響:品牌模仿與包裝創新
New Brand Package Stratagy - The Effect of Brand Imitation and Package Innovation on Consumer Brand Confusion, Brand Evaluation, and Consumer Purchase Intention
摘要
臺灣近年因宅經濟的持續發燒，B2C市場的商機亦逐年攀升，在現有針對臺灣消費者行銷策略應用之相關研究，對於食品、飲料等產品之研究相當多，但針對臺灣寵物商品行銷策略應用之研究卻非常稀少，而學生目前服務之公司正是以臺灣市場為主之貓寵物用品製造商，但在新品上市時，時常困擾於資源不足，無法與現有市場領先品牌進行競爭，希望透過相關文獻蒐集與研究，針對未來若有新品牌在上市時所採用的行銷策略進行探討。 新品牌上市時，產品包裝策略為其中重要之關鍵，在現有相關文獻中針對零食業新產品「包裝」策略是否進而影響到企業獲利有做相關的探討，但並無針對寵物用品市場之相關研究，希望透過本次研究，能夠得到其成效能在未來學生服務之行業中，在無明顯產品優勢下，「創新包裝」與「品牌模仿」策略是否能做為推出新產品之行銷策略並探討。
並列摘要
In Recent years, Taiwan’s Otaku Economy is growth up, B2C market opportunities have increased steadily. In the existing consumer marketing strategy for Taiwan applied research, for the food, beverages and other products of the study is very much, but the Taiwan pet product marketing strategies applied research is very scarce. I own a company is currently focusing on Taiwan's cat pet products manufacturer. I always troubled by new brand launch marketing strategy. The key point is we often troubled by lack of resources, can not compete with existing market-leading brands.So, hope that through literature collection and research can help my company can find out efficient marketing strategies for new brand launch. For new brand launch, the packaging strategy is as one important key factor. In the existing literature, for the snack food industry in new product "packaging" strategy is thereby affecting corporate profits have to do related discussion, but not the relevant market for pet products research. So, hopes the study, its effectiveness can be obtained in the future my services industry, in the absence of significant product advantages, the "innovative packaging" and "imitation brand" strategy can do for the launch of new products is the marketing strategy and to explore .
參考文獻
延伸閱讀
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