珠寶業小額投資最佳行銷模式之探討

Exploration on the Optimal Marketing Model of Small-Amount Investment in the Jewelry Industry

陳美芝(Mie-Tzu Chen)

指導教授 ： 薄喬萍 ； 魏乃捷

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00351

摘要

近幾年來台灣珠寶業受到經濟環境變遷、珠寶飾品材料走向多樣化且平價化發展的影響，使消費者對產品的選擇與要求越來越多;單純以產品為導向的傳統經營模式，已難維持高度的競爭力。本研究主要目的是探討在有限資金的條件下，如何選擇適當的行銷模式期能達到最高的經營效益。
透過相關文獻的蒐集及「專家訪談法」，彙整出珠寶業常採用的20種行銷模式，應用兩階段專家問卷的方式，以及本研究所提出的「間接成本估算法」,將一般業者不願意或無法明確透露的成本問題，以本研究方式予以量化。運用「專家權重法」選出10種最適合的行銷模式，再從這10種行銷模式中使用「共同權重法」，分析出10種行銷模式的排序。
研究結果顯示:專家們所評選出的排序依次為「網路 」 「網路加店面」並列， 「網路加玉市攤位」、「網路加店面加同業寄賣」、「網路加玉市攤位加同業寄賣」、「 店面」、「玉市攤位」、「網路加同業寄賣」、「網路加玉市攤位加異業寄賣」、「同業寄賣」。
此分析結果用專家座談會的方式與專家們做第二次的討論，獲得專家們一致的肯定及認同。

關鍵字

珠寶經營模式 ； 專家訪談法 ； 專家權重法 ； 共同權重法

並列摘要

In recent years, Taiwan’s jewelry industry is affected by the changes of economic environment, diversification of jewelry ornament material and affordable trend development. As a result, the consumers have more options and higher requirements to the products. It is very hard for the traditional operation and sales model purely with product orientation to maintain high competitiveness. The major purpose of the study is to explore how the micro enterprises select the appropriate marketing model to maximize the operation performance under the condition of limited capitals.
After the collection of related literatures and the expert interview method, it sorts out the 20 marketing models that are commonly used in the jewelry industry. Through the two-phased expert questionnaire, it applies the “Indirect Cost Estimating Method” proposed in the study to quantify the cost issue that the general operators are not willing to or are unable to disclose. Moreover, the expert weight method is used to select 10 suitable marketing models, which are then ranked by using the common weight method.
The study results show: the rankings rated by the experts are: “Network” and “Network and Shop” tying for the first place, “Network and Jade Market Booth” ,“Network and Shop and Intra-industrial Consignment” , “Network and Jade Market Booth and Intra-industrial Consignment” , “Shop”, “Jade Market Booth”, “Network and Intra-industrial Consignment” , “Network and Jade Market Booth and Inter-industrial Consignment” , “Intra-industrial Consignment”
The results are discussed with the experts in the expert workshop, which obtain unanimous recognition.

並列關鍵字

Jewelry ； Operation Model ； Expert Interview Method ； Common Weight Method ； Expert Weights Method

參考文獻

台灣文化創意產業發展年報 (2014) 文化部

行政院消費者保護會網站

吳治芬(2006)。臺灣文化創意產業之珠寶產業品牌行銷研究-以小型工作室為例。元智大學資訊傳播學系碩士論文

Peppers, Don and Martha Rogers(1993), The One to One Future: Building Relationships One Customer at a time,Raphael Sagalyn,Inc.

一. 中文部分