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    題名: 日本退休族群來臺長宿旅遊推廣策略之研究
    其他題名: A study of the promotion strategies for how to attract Japanese retired people coming to Taiwan long stay
    作者: 林瑛陽;Lin, Ying-yang
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    何煖軒;Ho, Nuan-hsuan
    關鍵詞: 團塊世代;日本銀髮族;日本退休族群;長宿計畫;涉入;長宿休閒旅遊;購買決策類型;消費者特性;消費者知覺;文化;Senior people;Japan retired group;Long Stay;Purchasing decision type;Consumer Behavior;Involvement;Consumer traits;Perception;Culture
    日期: 2008
    上傳時間: 2010-01-11 01:48:50 (UTC+8)
    摘要: 隨著21世紀全球化時代來臨,國與國之間交流頻繁,觀光成為二十一世紀的策略領航的產業之一。配合日本政府每年50兆日幣退休年金的釋出,日本退休銀髮族到海外進行長宿旅遊(Long Stay)漸成風潮,更是世界各地極力爭取的客群。
    本研究以次級資料收集,消費者購買決策模式、消費者特性、知覺為基礎與文化的同異質性為中介,發現東南亞各國因異質文化,深受日本人喜愛。台灣因與日本同質性高,對於個性獨立、自主、語言能力強,喜歡挑戰者,知覺價值較低;但對於個性保守、知覺風險高者,因文化相近性可提高安全感,反而具吸引力。因此如何吸引不同消費者的興趣及認知,文化價值的創造,也成為推廣的重要因素。
    本研究亦發現因消費者受個人、心理、社會、文化因素影響,對於長宿產品的需要與知覺也有所不同。特別是日本政府希望團塊世代留在日本長宿,刺激內需及協助農村發展,影響海外長宿夢想。台灣發展時應考慮如何影響日本退休族群的需求、解決心理及社會知覺壓力,進而影響購買決策。
    結論針對購買決策模式、消費者特性、知覺價值與文化的同異質性進行方案建議,透過產品包裝及文化吸引力,政府的政策推廣,增加對台灣長宿產品的喜愛,希望能對台灣長宿事業有所助益。
    Following the global era’s coming, traveling between countries to countries is more frequent than before. Tourism has become one of the leading industries in the 21 century. It has became a trend that Japan retired groups are going abroad to long stay by pensions which are given by Japanese government. The retired Japanese have become the main target in the world that other countries manage to attract to long stay.
    This study collected secondary data and used consumer decision types, consumer traits and perception to be a mode; culture homeogeneity is moderation. Finding the unique cultures that Southeast Asia have attracts Japanese favorite. Specially, the person own the character is independent, challengeable and excellent, meanwhile, the perception he get about Taiwan Long Stay product is low. But similar culture can lift the sense of safety and add interests to the characters are conservative and perceived risks are high. How to create the culture valve to attract different kinds of consumers becomes importantly promoting effect.
    This study found that consumer behavior is influenced by personal, psychological, social and cultural. The needs and perception for long stay product will be different by persons. Specially, Japan government manages to stimulate the retired people long stay in country and help village development. We must figure out how to attract the needs of retired people, how to solve the stress from psychology and society to make a purchasing decision.
    The final is point out how to package our Long Stay products by purchase decision types, consumer traits, perception and culture. By creating culture valve and promoting the government’s policies that will help our Long Stay program succeed.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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