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影響消費者購買天然認證食品因素之研究 = A Study on Fact...

國立高雄大學高階經營管理碩士在職專班(EMBA)

影響消費者購買天然認證食品因素之研究 = A Study on Factors Affecting Consumer Buying Behavior of Natural Certificate Food : 以天然養生堂為例; The Case of Natural-Healthydeliver

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	A Study on Factors Affecting Consumer Buying Behavior of Natural Certificate Food
副題名:	以天然養生堂為例
作者:	姜秋良,
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:	2013[民102]
面頁冊數:	69面圖，表格 : 30公分;
標題:	零階通路
標題:	Zero Level Marketing Channel
電子資源:	http://hdl.handle.net/11296/9n6c7s
附註:	107年4月10日公開
附註:	參考書目：面60-64
摘要註:	近幾十年來國內的社會與經濟形態快速轉變，民眾的生活與消費需求也隨之改變，企業因此發展出多元化之行銷通路。由於目前鮮少針對零階通路所進行的研究，因此本研究以採取零階通路（非直銷通路）的「天然養生堂實業有限公司」（以下簡稱：天然養生堂）為例，就公司品牌形象、廣告促銷及產品屬性，進行重要性與滿意度之研究，期望研究結果能作為訂定未來企業行銷策略之參考，以取得最佳的競爭優勢。為了瞭解消費者在零階通路選擇養生產品所考量之因素，在母體的選擇上採用有在「天然養生堂」消費經驗的消費者進行問卷調查，總計發出831份問卷，回收675份，進行整理與剔除填答不完全之問卷後，共刪除96份問卷，最後共計有效問卷為579份，回收有效率為70%。經研究結果顯示，當消費者在零階通路購買養生產品時，品牌形象、廣告促銷、及產品屬性是消費者購買時的重要參考因素。因此在品牌形象方面，建議要加強產品包裝與設計，並且提升服務品質，同時把零階通路的市場定位為提升價值的貼心夥伴。在廣告促銷方面，建議要盡量降低產品成本，使售價更具有彈性，另外也可採行較貼近在地化的促銷活動，並且在促銷上要有更明確宣傳辦法，讓消費者更有經濟實惠的回饋。最後在產品屬性方面，要注入創新概念的包裝設計，多使用環保材質，並提供不同規格差別化的商品，以滿足商品多元化需求，公司應隨時針對消費者重視之因素，提出適當的行銷方案銷售商品，為消費者帶來價值並為提升競爭力。 In recent decades, the domestic society and economic patterns have been transformed rapidly, the life mode and consumer demands are changed accordingly, enterprises thus have developed diversified marketing channels. Because the Zero Level Marketing Channel has not been studied sufficiently, this study takes the Zero Level Channel (non-Direct Marketing) employed by the Natural-Healthydeliver Co., Ltd. (hereinafter referred to as Natural-Hearlthydeliver) as target to investigate the importance and satisfaction of the company's brand image, promotion advertisement and product attribute. Results of this study are expected to be the references for future corporate marketing strategy making, so as to obtain the optimal competitive advantage. In order to understand the consideration factors of the consumer selecting the health product over the Zero Level Channel, sampling survey was done on those consumers who have consumption experience with the products from the Natural-Healthydeliver. 831 questionnaires have been delivered in total, 675 copies were returned. After screening and eliminating those questionnaires with incomplete answer, 96 questionnaires were removed. 579 copies were valid questionnairesand the valid return rate was 70%. The results show while the consumer purchasing the health produces over the Zero Level Channel, brand image, promotion advertisement and product attribute are the main reference factors. Therefore, in terms of brand image, strengthening the product packaging and package design and enhanceing the quality of services are recommended. In the mean time, it is important to relocate the market position of Zero Level Channel to be the intimate strategic partner to enhance the channel value. In terms of promotion advertisement, reducing the cost of the product as much as possible is recommended, which makes the selling price more flexible. On the other hand, localized promotions can also be adopted as well. And there should be more explicit advocacy approach on the promotions, providing economical and practical returns to the customers. Finally, in terms of product attribute, add on innovative packaging design concept, use more environmental friendly materials, and offer different specification products are required to meet the diverse demands. Based on the results of this study, the Natural-Healthydeliver shall keep following the important consideration factors of their customers and propose appropriate marketing solutions to sell the products. to bring their customer value and increase competitiveness.

影響消費者購買天然認證食品因素之研究 = A Study on Factors Affecting Consumer Buying Behavior of Natural Certificate Food : 以天然養生堂為例; The Case of Natural-Healthydeliver
姜, 秋良

影響消費者購買天然認證食品因素之研究 = A Study on Factors Affecting Consumer Buying Behavior of Natural Certificate Food : 以天然養生堂為例 / 姜秋良撰 - [高雄市] : 撰者, 2013[民102]. - 69面 ; 圖，表格 ; 30公分.
107年4月10日公開參考書目：面60-64.
零階通路Zero Level Marketing Channel

影響消費者購買天然認證食品因素之研究 = A Study on Factors Affecting Consumer Buying Behavior of Natural Certificate Food : 以天然養生堂為例; The Case of Natural-Healthydeliver
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