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促銷類型、促銷包裝方式與產品價格對促銷效果的影響 = Influence...

國立高雄大學經營管理研究所

促銷類型、促銷包裝方式與產品價格對促銷效果的影響 = Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion

Record Type:	Language materials, printed : monographic
Paralel Title:	Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion
Author:	陳冠豪,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2009[民98]
Description:	89面圖、表 : 30公分;
Subject:	促銷包裝方式
Subject:	cause-related marketing
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/71984842973795073078
Notes:	參考書目：面
Notes:	指導教授：張純端、吳毓麒
Summary:	產品促銷的效果一直是行銷研究的重要議題之一，本研究試圖了解產品價格、促銷類型與促銷包裝方式對於促銷效果的影響。在促銷類型方面，本研究同時包含了善因行銷與折扣，一種利己一種利他的促銷類型促銷方式，並加入產品價格與促銷包裝方式不同的搭配方法的產生的影響，了解如何使兩種促銷類型最有效的搭配方法。本研究採用2x2x2的實驗設計來檢測變數間的關係，操作變數為產品價格(高與低)、促銷類型(善因行銷與折扣)和促銷包裝方式(絕對金額與相對百分比)。實驗結果發現產品價格、促銷類型與促銷包裝方式三個變數間確實存在交互作用，當促銷類型為折扣時，高價產品搭配絕對金額包裝方式的促銷效果較搭配相對百分比有效。而當促銷類型為善因行銷時，高價產品搭配相對百分比的促銷包裝方式則比搭配絕對金額得到更好的促銷效果。在低價產品上，雖然效果沒有達到顯著水準，但其效果仍符合預期。 Exploration of sales promotion effect is one enduring issue in the study of marketing. This study adds to understanding of how product price, promotion type and promotion framing influence the effectiveness of sales promotion. The purpose of this study is to find the optimal combinations of promotion type and promotion framing for different product price levels. Promotion types in the experiment include Cause-related Marketing (CRM) and discount. Although a large number of studies have been made on CRM and discount separately, only a few attempts have so far been made at the comparison of the two types of promotion. An experiment of 2 ( promotion types: CRM v.s. discount) x 2 ( promotion framing: absolute dollar v.s. relative percentage) x 2 ( product price: high v.s. low) factorial design is conducted. Results of this experimental study support the three-way interaction of promotion type, promotion framing and product price on the effectiveness of sales promotion. When promoting a discount, promotion amount framed in an absolute dollar term is foundmore effective for a high-priced product than that framed in a relative percentage of the sale price. On the contrary, when promoting a CRM, promotion amount framed in a relative percentage of the sale price is more effective for a high-priced product than framed in an absolute dollar term. Marketing implications of promotion type and promotion framing for different priced-products are discussed.

促銷類型、促銷包裝方式與產品價格對促銷效果的影響 = Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion
陳, 冠豪

促銷類型、促銷包裝方式與產品價格對促銷效果的影響 = Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion / 陳冠豪撰 - [高雄市] : 撰者, 2009[民98]. - 89面 ; 圖、表 ; 30公分.
參考書目：面指導教授：張純端、吳毓麒.
促銷包裝方式cause-related marketing

促銷類型、促銷包裝方式與產品價格對促銷效果的影響 = Influences of Promotion Type, Promotion Framing and Product Price Level on the Effectiveness of Sales Promotion
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