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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31895

    Title: 生活型態與市場區隔之研究-以淡江大學商學院EMBA為例
    Other Titles: Life-style and market segmentation: a case study on the emba program in the college of business at Tamkang university.
    Authors: 錢克昌;Chien, Ke-chang
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    林光賢;Lin, Kuang-hsien
    Keywords: 生活型態;市場區隔;普查;Life-Style;Market Segmentation;Census
    Date: 2008
    Issue Date: 2010-01-11 01:23:09 (UTC+8)
    Abstract: 生活型態與人口統計變數在行銷領域上一直被廣泛的利用。
    本研究利用相關的統計分析,如次數分析(Frequency Analysis)、信度分析(Reliability Analysis)、因素分析(Factor Analysis)等,並再進一步驗證生活型態與市場區隔的關係。
    Life-styles and demographic variables have been widely used in the field of marketing. Resent studies of marketing focus on how to use life-styles and demographic variables to attain market segregation, in order for businesses to make strategies more efficiently.
    This study uses relevant statistics analyses, such as frequency analysis, reliability analysis, factor analyses, and etc., to further prove the relation between life-styles and market segmentation.
    The study finds that life-style groups can utilize demographic variables to conduct market segmentation, which is proven to be effective in segregating the market into the following groups: pursuing fashion, valuing family and social responsibilities, trusting recommendations and advertisements, enjoying discounts and recreations, enjoying local markets and gatherings, valuing exercises and health, and so on. When positioning products and making marketing strategies, it would be more efficient and cost effective to incorporate the findings of this study into the process, or to target specific products needs on specific customers.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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