| 摘要: | 現今市場競爭已無國界，如何因應不同文化，所產生不同消費者購物習性及方式？如何針對不同國家的消費者特質來進行市場區隔？且在不同文化下消費者所要求的顧客價值、產品種類屬性是不是都一樣呢？企業公司經營者應如何界定出不同的顧客價值群，不同產品、不同通路以滿足不同區隔顧客的個別需求，且以市場導向、顧客導向、價值導向為行銷理念並發掘滿足顧客真正價值需求。本研究探討目的是不同文化下的消費者所要求的顧客價值、產品種類屬性是否是一樣！
研究結果顯示，台灣與日本消費者對便利品、選購品、特殊品的顧客價值上，均重視其產品品質、產品特性、價格、服務品質等四個構面。在便利品部份台灣和日本消費者最重視產品的安全性。選購品部份，台灣消費者較重視產品品質及產品的安全性；而日本消費者較重視產品品質及品質保證。特殊品部份，台灣消費者較重視產品品質與服務品質，反觀日本消費者則在意產品品質。
綜合台灣與日本對於顧客價值要求，顯示出不管哪一個國家對於哪一種產品種類，消費者最在意的還是產品品質與服務品質。由此可知企業經營並若能確確實實下苦心做到產品品質及服務之要求，自然具備高度競爭力與說服性。
Since the market competition is no country boundary nowadays, it will be the key issue about how to clarify and fulfill customers’ purchasing habits from different countries and cultures and how to distinguish the market segments. Once the market differences under varied cultures are acknowledged, the customer value and product classifications need to clarify as well. The enterprise management needs to identify the customer value groups, product categories, and distribution to satisfy customers’ needs from different customer segments. Furthermore, customer value needs to find out and satisfy by the markets, customers, and value orientation as the marketing strategies. This research is trying to clarify if the customer value and product classifications are the same or not under varied cultures.
This research result indicates both Taiwan and Japan customers emphasize on the products’ qualities, characteristics, prices and services on all convenience products, shopping products, and specialty products. On the convenience products, the safety is much more focus on both Taiwan and Japan customers. On the shopping products, the Taiwan customers more emphasize on the products’ qualities and safety but the Japan customers emphasize on products’ qualities and guaranty. On the specialty products, Taiwan customers emphasize on products qualities and services, however, the Japan customers emphasize on the products qualities.
This research concludes both Taiwan and Japan customers pay much attention on the products qualities and services on all product classifications. According to the results, the companies will have high competition and persuasiveness if the corporation can satisfy customers on the products qualities and service. |
