消費者對包裝米品牌知覺定位分析-多元尺度法運用

The Analysis of Brand Perception Position of Package Rice-Application of MDS

邱騰逸(Teng-Yi Chiu)

指導教授 ： 陳怡昌

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

摘要

近年來台灣環境的改變，飲食消費也越來越廣泛，不在以白米為主食，因此，消費者對於白米的需求也逐漸減少，而我國隨著加入世界貿易組織WTO，對於我國農業有極大的衝突，迫使稻米產業也積極的轉型，必須從吃到飽的觀念轉變成吃精緻的觀念，推廣高品質既有特色的小包裝米，此正是台灣包裝米廠商努力經營品牌的方向。本研究將以發放問卷方式，對會購買包裝米之消費者進行調查。

首先，透過文獻的探討，找出十二項消費者評估包裝米的準則，作為分析依據，針對三好米、中興米、金墩米、山水米、超人牌等五家包裝米品牌，運用多元尺度法進行品牌定位知覺分析。 本研究總共400份問卷，而實際回收且有效問卷有311份，有效回收率約77.7%。 因超人牌太少人填答，只好排除此品牌不列入分析，在四家的品牌定位方面，多元尺度分析將四家品牌分為兩群，屬第一群有中興米、三好米；屬第二群的有山水米、金墩米。金墩米和山水米為同群競爭者、三好米與中興米各為同群競爭者，而知覺定位圖會產生兩個構面，將十二項品牌屬性也可分為兩群，構面一為產品導向、構面二為行銷導向。標竿分析可找出特性屬性表現傑出之品牌，競爭態勢分析將四家包裝米分出優勢點與劣勢點，而關鍵因素是消費者重視之品牌屬性為口感良好、衛生安全、整體品質良好、白米新鮮度、政府認證、售價。透過競爭態勢分析與關鍵因素分析的交叉結果，可產生個別包裝米廠商的訴求、改善、放棄、改變，得知四家廠商可採用之策略分析等四個重點，盼能提供國內包裝米廠商作為經營上的參考。

關鍵字

包裝米 ； 知覺定位 ； 多元尺度法

並列摘要

The environment is changing in Taiwan in racent years , food consumption are increasingly being used not to rice the staple food, so consumers are gradually reducing the demand for rice, while we joined the World Trade Organization as the WTO , for we are agriculture has great conflict , rice industry has a positive transition,we must eat to eat refined the concept into the concept,both to promote high-quality characteristics of rice with small package, this is hard work, Taiwan's manufacturers packaging rice direction of the brand. The questionnaire will be issued on the purchase of packaged rice will be sold consumers to investigate.

First, through literature, to explore the twelve criteria for consumer assessment of packaging meters, as the analysis basis, for San Hau rice、Jung Shing rice、Jin Duen rice、Shan Shuei rice、Superman brand, five packaging rice of brand , the use of MDS to Perception of brand positioning. I have a total of 400 questionnaires. But the actual recovery and 311 valid questionnaires were effective return rate of about 77.7%.because Superman brand is too few respondents who had to rule out this brand is not included in the analysis, in four of the brand positioning, MDS analysis will be divided into two groups of four brands . The first group have Jung Shing rice and San Hau rice ; The second groups are Jin Duen rice and Shan Shuei rice, Jin Duen rice and Shan Shuei rice for the same group of competitors, landscape, and Jung Shing rice and San Hau rice for the same group of competitors,Perceptual positioning map will have two dimensions, the twelve brand attributes can be divided into two groups, dimension one for product-oriented and dimension two for the marketing-oriented. Benchmarking can identify the outstanding characteristics of the brand attributes, competitive landscape analysis will be four packaging rice separate the advantages point and disadvantages point , The key factor is the consumer brand attributes great importance to good taste, health and safety, the overall good quality, fresh rice, government certification, price. through the Competition Analysis and Key Factors analysis are cross results, packaging rice manufacturers can produce of individual the demands, improve, give up, change can be that four companies in four key strategic analysis, the hope of packaged rice for domestic manufacturers as operators on the reference.

並列關鍵字

Packaging rice ； Perceptual positioning ； MDS

參考文獻

林建煌，消費者行為學，華泰文化，2007

蘇鴻昌，台灣米禮盒包裝設計策略之研究，碩士論文，國立台中技術學院，2009。

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Myers, James H. and Shocker, Allan D. (1981), “The nature of product-related attributes,” Research in Marketing, Vol. 5, Jagdish Sheth, ed. Greenwich: JAI Press, Inc., pp.211-236

陳吉仲、曾偉君、黃鈴喻，國內白米消費行為分析， 農業與經濟，第36期，頁75-106。