國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

影響男性保養品購買因素及行銷策略研究 = A Study of Purc...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

影響男性保養品購買因素及行銷策略研究 = A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products
作者:	陳明龍,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	92面圖、表 : 30公分;
標題:	生活型態
標題:	Male skin care product
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/76665822697366577866
附註:	參考書目：面
附註:	指導教授：黃英忠、方至民
摘要註:	男性保養品市場在近幾年已經受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從百貨公司的週年慶調查來看，有36%的男性願意在百貨公司購物且其中就有8%的人購買保養品，這也證實了保養品市場來自於男性消費者的消費主力逐漸產生。為了瞭解男性保養品的消費者購買決策的型態，本研究親訪男性保養品第一線銷售人員，得到男性在第一次購買及第二次或持續購買保養品時重要因素的數據，利用簡單的百分比分析確認這些因素的合理性，透過參考相關文獻產生並發放350份問卷。問卷數據利用敘述性統計分析、因素分析、集群分析、變異數分析解讀男性保養品消費者購買決策的生活型態、購買決策因素、資訊來源以及人口變項等影響因素，歸納結論如下：一、男性接收男性保養品資訊來源，且增加購買意願者，以試用過保養品、同事親友的介紹為最顯著，其次是在大賣場的開放櫃上看過。二、消費者的生活型態大概分為三種，『時尚流行型』：重視個人外表容貌及流行性、但容易受行銷手法吸引購買一些原本不需要的東西。『享受人生型』：生活至上，願意花費金錢及時間享受人生。『務實謙和型』：做事穩重踏實與人為善，重視內涵，生活也較為嚴謹。三、持續購買男性保養品的消費者重視的因素概分為三群，『消費者利益與自覺型』佔了59%、『重視物美價廉型』佔了28%、『重視服務與效果型』佔了13%，顯見消費者用過保養品對其功用與效果有一定了解後，轉向追求對已身有利益的事，也許會等到折扣、促銷或自已有需要使用到其他種類的保養品時才會更有意願進行購買。四、潛在的男性保養品消費者重視的前三大因素是功效、品質及口碑，可見這些人對男性保養品並不太了解，所以很直覺的只是追求用了就可以改善肌膚問題的保養品。五、整體而言，男性保養品消費者，在還不了解男性保養品階段時（潛在消費者），較期望產品能有效的解決他的需求，透過產品試用與可信任的同事親友推廌正好可加強其購買意願，但用過之後反而希望這些產品在再次購買時可以相對便宜，這由『時尚流行型』生活型態分群中也有其脈絡可尋。六、男性保養品業者可簡單的將消費者分為持續使用的消費者、潛在消費者兩群，透過其生活型態的不同，利用有效的資訊來源系統，分配資金比例，透過行銷策略來拓展客源及業績。 In the recent years,the marketing has fixed the eyes on the male skin care products.Many of famous cosmetic groups focus on the development of the skin care products for men. After year 2000,market of male skin care products has been growing more than 10% every year.From the survey of the department store嚊s annual sale,36% male lend to go shopping at the department stores,and 8% of them will purchase skin care products.This is also proved that skin care products consunmed by the gentle has been increasing already.To understand the consumer's purchase decision patterns for the male skin care products,this research visits the front-line sales and gets the data of the main factor that male continues the purchase the skin care products. Using the simple analytic percents to confirm its reasonability and collecting 350 questionnaires according to the related references,this study uses the descriptive statistics analysis,factor analysis,cluster analysis and analysis of variance to analyze the consumer of the male skin care products'purchase decision;such as life style,the factor of the purchase decision,the information of the skin care products and the demographic profile of the respondents.The conclusion of this research are as follows:Ⅰ.That male consumers get the information of the skin care products,and are willing to buy the skin care products is also increasing,especially for the one who is tired of the skin care products,and gets the information of the skin care products from the colleagues or friends.The next is from the mass skin care products in the shopping mall.Ⅱ.The life style of the consumer can divide into 3 patterns:Vogue pattern:the one who cares for his out looking and the information of fashion,and he嚊s easy to buy the unnecessary products because of themarketing strategy.Life-enjoying pattern:the one who cares for life嚊s quality,and would like to spend money and time to enjoy his life.Pragmatic and modest pattern:the one who is steady and good;cares for inner beauty and his lifestyle is much more punctilious.Ⅲ.To continue purchasing the male skin care products,the valuable factor of the male consumer can divide into three groups: “the pattern of the consumer嚊s benefit and consciousness＂gets 59%;“the pattern of the cheap and fine＂gets 28%;and“the pattern of paying attention to the service and effect＂gets 13%. Obviously,the consumer who has tried the skin care products before and now understands its function and effect,and then he will turn to the benefit sought.The consumer would like to purchase the other kinds of the skin care products when there嚊s a discount, sales promotion or the necessity.Ⅳ.The three main factors of the potential consumer caring for male IVV .skin care products are effect,quality and brand.According to this,the male consumer seems not knowing too much about the male skin products㎏,so he simply seeks for the male skin care products which can improve his own skin problem intuitively.ˇ.As a whole,male consumer expects the skin care products can solve his skin problem when he is at the stage of not knowing too much about it (Potential consumer).Through the trial products and the recommends from the trustful colleagues or friends,it can reinforce the male consumer嚊s purchase willingness.When the male consumer has tried the skin care products,he hopes the price will be cheaper if he needs it again.This also has the rule from the “Vogue pattern＂of the life style groups.Ⅵ. The company of male skin care products can divide the consumer into two types:“continuous consumer＂and “potential consumer＂. Through the different life style,using an effective source system and the distribution of the capital嚊s ratio,the company can reach the consumer group and outstanding achievement with the marketing strategy.

影響男性保養品購買因素及行銷策略研究 = A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products
陳, 明龍

影響男性保養品購買因素及行銷策略研究 = A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products / 陳明龍撰 - [高雄市] : 撰者, 2009[民98]. - 92面 ; 圖、表 ; 30公分.
參考書目：面指導教授：黃英忠、方至民.
生活型態Male skin care product

影響男性保養品購買因素及行銷策略研究 = A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products
LDR:07802nam0a2200277 450 001 220242
005 20170214100549.0
009 220242
010 0 $b 平裝
010 0 $b 精裝
100 $a 20170214y2009 k y0chiy09 ea
101 1 $a chi $d chi $d eng
102 $a tw
105 $a ak am 000yy
200 1 $a 影響男性保養品購買因素及行銷策略研究 $d A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products $z eng $f 陳明龍撰
210 $a [高雄市] $c 撰者 $d 2009[民98]
215 0 $a 92面 $c 圖、表 $d 30公分
300 $a 參考書目：面
300 $a 指導教授：黃英忠、方至民
328 $a 碩士論文--國立高雄大學國際高階經營管理碩士在職專班(IEMBA)
330 $a 男性保養品市場在近幾年已經受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從百貨公司的週年慶調查來看，有36%的男性願意在百貨公司購物且其中就有8%的人購買保養品，這也證實了保養品市場來自於男性消費者的消費主力逐漸產生。為了瞭解男性保養品的消費者購買決策的型態，本研究親訪男性保養品第一線銷售人員，得到男性在第一次購買及第二次或持續購買保養品時重要因素的數據，利用簡單的百分比分析確認這些因素的合理性，透過參考相關文獻產生並發放350份問卷。問卷數據利用敘述性統計分析、因素分析、集群分析、變異數分析解讀男性保養品消費者購買決策的生活型態、購買決策因素、資訊來源以及人口變項等影響因素，歸納結論如下：一、男性接收男性保養品資訊來源，且增加購買意願者，以試用過保養品、同事親友的介紹為最顯著，其次是在大賣場的開放櫃上看過。二、消費者的生活型態大概分為三種，『時尚流行型』：重視個人外表容貌及流行性、但容易受行銷手法吸引購買一些原本不需要的東西。『享受人生型』：生活至上，願意花費金錢及時間享受人生。『務實謙和型』：做事穩重踏實與人為善，重視內涵，生活也較為嚴謹。三、持續購買男性保養品的消費者重視的因素概分為三群，『消費者利益與自覺型』佔了59%、『重視物美價廉型』佔了28%、『重視服務與效果型』佔了13%，顯見消費者用過保養品對其功用與效果有一定了解後，轉向追求對已身有利益的事，也許會等到折扣、促銷或自已有需要使用到其他種類的保養品時才會更有意願進行購買。四、潛在的男性保養品消費者重視的前三大因素是功效、品質及口碑，可見這些人對男性保養品並不太了解，所以很直覺的只是追求用了就可以改善肌膚問題的保養品。五、整體而言，男性保養品消費者，在還不了解男性保養品階段時（潛在消費者），較期望產品能有效的解決他的需求，透過產品試用與可信任的同事親友推廌正好可加強其購買意願，但用過之後反而希望這些產品在再次購買時可以相對便宜，這由『時尚流行型』生活型態分群中也有其脈絡可尋。六、男性保養品業者可簡單的將消費者分為持續使用的消費者、潛在消費者兩群，透過其生活型態的不同，利用有效的資訊來源系統，分配資金比例，透過行銷策略來拓展客源及業績。 In the recent years,the marketing has fixed the eyes on the male skin care products.Many of famous cosmetic groups focus on the development of the skin care products for men. After year 2000,market of male skin care products has been growing more than 10% every year.From the survey of the department store嚊s annual sale,36% male lend to go shopping at the department stores,and 8% of them will purchase skin care products.This is also proved that skin care products consunmed by the gentle has been increasing already.To understand the consumer's purchase decision patterns for the male skin care products,this research visits the front-line sales and gets the data of the main factor that male continues the purchase the skin care products. Using the simple analytic percents to confirm its reasonability and collecting 350 questionnaires according to the related references,this study uses the descriptive statistics analysis,factor analysis,cluster analysis and analysis of variance to analyze the consumer of the male skin care products'purchase decision;such as life style,the factor of the purchase decision,the information of the skin care products and the demographic profile of the respondents.The conclusion of this research are as follows:Ⅰ.That male consumers get the information of the skin care products,and are willing to buy the skin care products is also increasing,especially for the one who is tired of the skin care products,and gets the information of the skin care products from the colleagues or friends.The next is from the mass skin care products in the shopping mall.Ⅱ.The life style of the consumer can divide into 3 patterns:Vogue pattern:the one who cares for his out looking and the information of fashion,and he嚊s easy to buy the unnecessary products because of themarketing strategy.Life-enjoying pattern:the one who cares for life嚊s quality,and would like to spend money and time to enjoy his life.Pragmatic and modest pattern:the one who is steady and good;cares for inner beauty and his lifestyle is much more punctilious.Ⅲ.To continue purchasing the male skin care products,the valuable factor of the male consumer can divide into three groups: “the pattern of the consumer嚊s benefit and consciousness＂gets 59%;“the pattern of the cheap and fine＂gets 28%;and“the pattern of paying attention to the service and effect＂gets 13%. Obviously,the consumer who has tried the skin care products before and now understands its function and effect,and then he will turn to the benefit sought.The consumer would like to purchase the other kinds of the skin care products when there嚊s a discount, sales promotion or the necessity.Ⅳ.The three main factors of the potential consumer caring for male IVV .skin care products are effect,quality and brand.According to this,the male consumer seems not knowing too much about the male skin products㎏,so he simply seeks for the male skin care products which can improve his own skin problem intuitively.ˇ.As a whole,male consumer expects the skin care products can solve his skin problem when he is at the stage of not knowing too much about it (Potential consumer).Through the trial products and the recommends from the trustful colleagues or friends,it can reinforce the male consumer嚊s purchase willingness.When the male consumer has tried the skin care products,he hopes the price will be cheaper if he needs it again.This also has the rule from the “Vogue pattern＂of the life style groups.Ⅵ. The company of male skin care products can divide the consumer into two types:“continuous consumer＂and “potential consumer＂. Through the different life style,using an effective source system and the distribution of the capital嚊s ratio,the company can reach the consumer group and outstanding achievement with the marketing strategy.
510 1 $a A Study of Purchasing Factors and Marketing Strategy of Male Skin Care Products $z eng
610 0 $a 生活型態 $a 男性保養品 $a 購買決策
610 1 $a Male skin care product $a life style $a purchasing decision
681 $a 008M/0019 $b 349910 7560 $v 2007年版
700 1 $a 陳 $b 明龍 $4 撰 $3 353918
712 0 2 $a 國立高雄大學 $b 國際高階經營管理碩士在職專班(IEMBA) $3 166070
801 0 $a tw $b 國立高雄大學 $c 20091020 $g CCR
856 7 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/76665822697366577866