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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32178

    題名: 美國、香港產品類別與顧客價值比較研究
    其他題名: The comparative study of the products category attributes and customer value of the U.S. and Hong Kong
    作者: 楊麗娟;Yang, Li-chuan
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    黃志文;Huang, Chih-wen
    關鍵詞: 產品類別;價值;顧客價值;Product Categories;Value;Customer's value
    日期: 2006
    上傳時間: 2010-01-11 01:48:19 (UTC+8)
    摘要: 近年來消費者意識日漸高漲,顧客已不再是產品與服務的被動接受者,他們比以往掌握更多的知識、資訊與技能,更熱衷於學習與實踐,消費者在選擇過程中享有充分的主動權。因此現今企業成功的關鍵在於顧客價值,企業必須為他們的客戶創造價值,才能維繫顧客。業者更須注意東、西方消費者的不同對不同產品的顧客價值認知的差異,並深入了解顧客的需求與期望,再針對其產品、服務與價格,進一步擬定行銷策略。
    In recent years, with the rapid growth of consumer consciousness, consumers no longer passively accept products and services. Compared to the past, they now have better knowledge, information and skills, and have a greater passion for learning and attaining their goals. In the decision-making process, consumers completely enjoy the right to take the initiative. Therefore, the key to success for enterprises lies in consumer value. Enterprises must create value for their customers in order to keep them. More importantly, businesses should take note of the differences in consumer value awareness between consumers in Western and Eastern countries and obtain a deep understanding of the needs and expectations of consumers. With this in mind, they should adjust their marketing strategies regarding their products, services and prices.
    In the greater China region, Hong Kong enjoys the highest level of internationalization and trade liberalization, and remains a “consumer’s paradise” in the eyes of consumers from the United States. Concrete support is provided by surveying customer value awareness regarding various product categories and by exploring the influence of product categories on customer value from a consumer’s viewpoint.
    For the first part of this study, materials were collected and analyzed. The second part employs questionnaires to gather products for evidence, including convenience goods, shopping goods, and specialty goods. The questionnaires were issued in Hong Kong and the United States. Based on the analysis of the results, the following areas were explored:
    - whether any differences in customer value of various product categories exist;
    - whether any differences in customer values between the United States and Hong Kong exist; and
    - a comparison of the customer values of various product categories among consumers of different countries.
    顯示於類別:[國際企業學系暨研究所] 學位論文


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