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    Title: 生活型態提案店定位分析之研究
    Other Titles: The positioning analysis of life style stores
    Authors: 施嘉琪;Shih, Chia-Chi
    Contributors: 淡江大學國際企業學系碩士班
    張俊惠;Chang, Chun-Hui
    Keywords: 定位;市場區隔;多元尺度;生活型態;Position;Market Segmentation;Multidimensional scaling;Lifestyle
    Date: 2011
    Issue Date: 2011-12-28 17:58:00 (UTC+8)
    Abstract: 由於國人生活型態的轉變,以及伴隨著生活品質的提升,消費者對於產品的需求不單單只有停留在滿足基本功能的層面上,對商品更多附加價值的追求已逐漸成為一種潮流與趨勢。另外物品的價格一向都是消費者所重視的購物因素之ㄧ。結合功能、流行、價格等因素之下,生活型態提案店因而興起。
    台灣生活型態提案店日益增加,彼此之間的競爭日趨激烈。 因此,本研究將針對各家生活型態提案店進行定位分析,探討各家生活型態店彼此間的競爭定位,以助各生活型態店了解其自身之相對優劣勢。
    本研究的結論如下:
    1.無印良品與生活工場在消費者心目中之定位較為相近;而台隆手創館與彩遊館這兩家生活型態提案店在消費者心目中定位亦較接近;而大創在消費者心目中之定位有別於其他家生活型態提案店。無印良品與生活工場在產品導向、店內環境氣氛及服務導向在消費者心目中表現較突出;台隆手創館與彩遊館的人員素質表現較具優勢;大創則在便利經濟上表現勝出。
    2.不同生活型態的消費者之消費者行為並無不同
    3.消費者選擇生活型態提案店的考慮因素,前三名分別為便利經濟、服務導向及店內環境氣氛,其次為產品導向、人員素質,最後是公益形象。
    With the improvement of countrymen’s of living and lifestyle changes, consumer concern more value-added product has become a trend. In addition, price of product is one of major shopping factors by consumer. Combination of features, popular, price and other factors, life style stores rise.
    Taiwan’s life style stores open more and more, they competitive with each other, Therefore, this study position of each life style stores and discuss competition between each other. To help them understand the relative advantages and
    disadvantages.
    There are three results from this research:
    1. MUJI and Working House’s positioning are similar in consumer’s mind, Hands Tailung and Saiyakan’s positioning are similar, Daiso’s positioning is different from other life style stores.
    2. Different lifestyles of consumers whom consumer behaviors are no different.
    3. Consumer’s considerations of life style stores, the top three are convinence, service-oriented and store atmosphere, followed by product- oriented, quality of service people, public image.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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