南華大學機構典藏系統:Item 987654321/20226
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    題名: 3G行動電話行銷策略與消費者購買行為之研究
    其他題名: THE STUDY OF THE MARKETING STATEGIES AND CONSUMER PURCHASE BEHAVIOR ON 3G MOBILE PHONE
    作者: 王福源
    Wang, Fu-yuan
    貢獻者: 企業管理系管理科學碩博士班
    陳券彪
    Chuan-biau Cheu
    關鍵詞: 3G行動電話;購買行為;行銷策略
    purchase intention;marketing strategies;3G mobile phones
    日期: 2008
    上傳時間: 2015-04-20 11:08:47 (UTC+8)
    摘要: 　　自各國電信自由化以來，已促使各類電信服務快速成長，尤其是行動電話更加明顯，雖然行動電話成長快速，但利用行動電話上網的人數極少，其主要市場仍屬於語音市場。　　　　自2005年開放3G行動電話營運以來，所面臨之競爭愈來愈激烈而國內市場卻非常有限，如何開拓市場才能優先佔有3G行動電話市場是相關業者非常重視的問題。　　　　　因此，本研究擬以消費者行為相關理論為基礎，探討3G行動電話行銷策略對消費者購買行為之影響，並以嘉義縣（市）擁有行動電話消費者為研究對象，透過問卷調查做實證分析。本研究之研究成果主要有下列七項具體成果：1. 90%以上的消費者認為其購買3G行動電話的主要購買動機是因為路線查詢及工作需要。2. 消費者選擇3G行動電話時，對資訊來源之重視度以親友資訊或商業資訊為主。3. 在產品屬性中，「可提升上網速度」及「可即時傳送影像」乃是增加消費者購買意願主要的關鍵因素。4. 以價格策略為導向，其中以網內互打免費或通信費優惠，最能吸引消費者購買3G行動電話。 5. 在不同生活型態集群之消費者對「資訊來源」、「產品屬性」及「非價格策略」的偏好有顯著性差異，其中「精明時尚型」之消費者平均偏好度顯著高於「重視品味與效益型」，而「重視品味與效益型」之消費者平均偏好度顯著高於「保守型」。6. 在行銷策略之偏好方面，「重視品味與效益型」之消費者平均偏好度顯著高於「精明時尚型」，而「精明時尚型」之消費者平均偏好度顯著高於「保守型」。7. 不同生活型態集群之消費者對購買動機中之「身分表徵」、「上網需求」及「新潮與流行」的看法皆有顯著性差異，其中（1）「精明時尚型」之消費者對「身分表徵」及「上網需求」平均偏好度高於保守型。（2）「精明時尚型」之消費者對「新潮與流行」平均偏好度高於「重視品味與效益型」，而「重視品味與效益型」之消費者對「新潮與流行」平均偏好度高於保守型。
    　　The trend of rapid increase in all sorts of mobile phones especailly the needs for 2G mobile phones is obvious since the telecommunication liberalization happened. Despite the rapid increase in the use of 2G mobile phones, few people actully use the phones to surf the Internet and the main market is still in the 2G.　　　　3G mobile phones first set foot in Taiwan in 2005. With limited market and competitiveness from other phone companies, many investors need to think of new strategies to widen the market and to increase the profit.　　　　Therefore, our study, based on theories of consumer behavior, looks into and analizes the behavior of those buying a 3G mobile phone. Our samples are based on people who live in the Chia-Yi County and who own a mobile phone. We use surveys and questionnaires to investigate the relationship between the consumers’ consumption behavior and phone marketing strategies There are 7 concrete results through the evidence:1. 90% above consumer thought it purchases the 3G mobile phones the main motive is because of the route inquiry and the job requirement.2. People who need to have up-to-date information, those who work in the commercial information related businesses or those who want to stay connected to distant family all the times.3. The primary concerns for 3G mobile phone users are the speed when connecting to the Internet and the availability to send and receive video images.4. The price of 3G mobile phones has a big influence on customers’ consuming will. For example, discount or no charge on calling fee when calling people within the same phone network. 5. Different types of customers have different value toward “source of information”, “property of products” and “sales-strategy-not-relative-to -price”. The Stylish types of customers value the above three points more than the Efficency types of customers, which value more than the Conservative types of customer. On the other hand, different types of customers have different levels of “consumption motive”. The Conservative Types of customers needs more motives than the Efficency Types of customers than the Stylish Types of customer. 6.Different types of customers have different value toward “sale strategy”. The Efficiency types of customers value the above point more than the Stylish types of customers, which value more than the Conservative types of customer. 7.Different types of customers have different value toward “presentation of self-identity”, “the need for the Internet”, “the style of the phones”.a. The Stylish types of customers value “presentation of self-identity” and “the need for the Internet” more than the Conservative types of customers. b. The Stylish types of customers value “Style of the phones” more than the Efficiency types of customers, which value more than the Conservative types of customer.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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