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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51696


    Title: 精品產品市場區隔之研究 : 以大臺北地區擁有名牌包消費者為例
    Other Titles: A study of market segmentation : a case study of Taipei luxury bag owners
    Authors: 吳麗芬;Wu, Li-fen
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    黃志文;張俊惠
    Keywords: 生活型態;市場區隔;Lifestyle;Market Segmentation
    Date: 2010
    Issue Date: 2010-09-23 15:49:27 (UTC+8)
    Abstract: 應用生活型態與人口統計變數進行市場區隔,使企業能夠在行銷策略的擬定上更為有效,得以在競爭激烈的市場上求生存。本研究以市場區隔理論為基礎,來區隔顧客群,以提供精品業者作為行銷策略參考。

    本研究目的是用一般生活型態為區隔變數,以大台北地區的名牌包女性擁有者為研究對象,採便利抽樣方法,有效問卷有234 份。研究問卷共分兩大部分,第一部分為生活型態,第二部份人口統計變數。分析中應用了ANOVA 分析、
    卡方檢定、因素分析及集群分析等統計方法。

    經研究分析後,本研究結果發現:

    1. 以二十七題AIO 量表,透過因素分析萃取出「品質新知因素」、「價格特惠活動因素」、「流行新品因素」、「家庭務實因素」、及「健康規律因素」等五個生活型態因素。

    2. 經由集群及鑑別分析,區隔為三個市場區隔,分別命名為「流行購物矛盾集群」、「家庭健康集群」與「品質特惠務實集群」,在五個生活型態因素上皆有顯著差異。

    3. 三個市場區隔與人口統計變數中的「婚姻狀況」及「家庭月平均所得」等有關,表示三個市場區隔在這些人口統計變數上的分佈上有顯著差異。
    By using life-style and demographic variables to define market segmentation, enterprises make more efficient strategies to compete with competitors. Based on the theory of market segmentation to separate different consumer groups, this research provides a strategic marketing reference for the luxury industry.

    By using the lifestyle variables as segmentation bases, a total of 234 questionnaires were collected from women who own luxury bags and live in Taipei.


    The questionnaire was divided into two major parts; the first part consisted of the lifestyle questions and the second part dealt with demographic variables. ANOVA analysis, chi-square test, factor analysis and cluster analysis of statistical methods were used to analyze the responses to the questionnaires. The research findings are as follows:

    1. From the lifestyle (AIO) questionnaires, five key factors were obtained using factors analysis of extraction. Those factors were: “Quality and New-found -knowledge”“Bargain and interested in promotion ”, “Trend setting”, “Family and Practicality”, and “Health conscious”.

    2. Using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely, “Trendy and Paradox group ” , “Health conscious and Family group” and “ Quality conscious and Rational group.” Significant differences were found in both the three market segments and five lifestyle factors.

    3. Among the three market segments significant differences were found in “marriage status,” and “family average monthly income”.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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