南華大學機構典藏系統:Item 987654321/25361
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    題名: 探討品牌對傳統產業之重要性─運用佛教系統方法論(BSM) 與量化分析法研究
    其他題名: Explore the Importance of Brands for Traditional Industries--the Study of Using Buddhist Systems Methodology (BSM) and Quantitative Analysis
    作者: 釋知賢;沈昭吟;邱聖真
    貢獻者: 企業管理學系
    關鍵詞: 傳統產業;佛教系統方法論;行銷組合策略;品牌聯想;購買意願;Conventional Industries;Buddhist Systems Methodology (BSM);Marketing Mix Strategy and Brand Association;Purchase Intention
    日期: 2012-06
    上傳時間: 2017-08-24 16:49:41 (UTC+8)
    摘要: 全球化經營趨勢的興貣及產業環境的改變，台灣傳統產業多為民生必需品或基礎工業，加上近幾年來台灣傳統產業因整體國家情勢的改變而面對新的衝擊是首要處理的問題。本文採用便利抽樣法，發出問卷共800份，其中剔除無效問卷39份，共回收有效問卷666份。研究對象為消費者，主要目的在探討行銷組合策略與品牌聯想對購買意願之影響關係。資料分析方法則採用統計視窗軟體SPSS12.0進行敘述統計分析、信度分析、相關分析及迴歸分析。最後運用佛教系統思考方法論(BSM)，以質性訪談法收集組織問題及重要相關成員之意見來探討個案業界利害關係人之見解與意見。研究結果發現：(1)行銷組合策略中的價格策略、通路策略、促銷策略均會對消費者購買意願產生影響；(2)品牌聯想會分別對促銷策略、價格策略與消費者購買意願產生影響。；(3)品牌聯想會對消費者購買意願產生影響；(4)運用佛教系統方法論(BSM)探討傳統產業永續發展之問題歸因。
    Due to the emergence of global operation, Taiwan's conventional industries, as an important base to stabilize economic development. This research adopts a convenience sampling method 800 questionnaires were issued out of which 39 are invalid and 666 valid copies were retrieved. This essay researches on the consumers, for the purpose of studying on the relationships among marketing mix strategy, brand association and purchase intention. SPSS12.0 data analysis method is used to perform descriptive statistics analysis, reliability analysis, correlation analysis and regression analysis. Finally, by using Buddhist Systems Methodology (BSM) to recognize real problems and gather ideas from organization embers of he industry's pinion is cusses the case it the views of interested pinion.. The results showed: (1) marketing mix strategy of pricing strategy, channel strategy and promotional strategy will have an impact on consumer purchase intention (2) respectively of brand association marketing strategy, pricing strategies and purchase will have an impact. ; (3) Brand association will have an impact on consumer purchase intention; (4)The Study of Using Buddhist Systems Methodology (BSM) to Explore the Origin Problems In Traditional Industries.
    關聯: 遠東學報
    29卷2期
    pp.93-111
    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)] 期刊論文

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    探討品牌.pdf717KbAdobe PDF580檢視/開啟


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