階段性產品兩極化特性對行銷策略的影響

• Main Author: 林芳戎
• Other Authors: Hsien-Jui Chung
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/85109304778493695339

碩士 === 國立中正大學 === 企業管理研究所 === 92 === Abstract Since a company can not occupy whole the market, focus is necessary. This study holds that market is segmented and the segmentation brings opportunity. Today the market segmentation and position are more and more important. In the same time that may create new way for products. That means customer can not be satisfied by present products or service. Their needs will change in different life-stage, and types of life-stage based product increase such as clothing of pregnancy, baby’s wear, weeding photo and so on. Company needs to make strategy to concentrate resource in object market. This study through company and customer interview finds out that the life-stage based products have extreme high-low attribute, most life-stage based products just only have high price and low price, high quality and low quality, brand and no brand situation. There is no or a few middle price, middle quality. When a firm wants to enter the marker of life-stage based product, or a firm just can offer life-stage based product cause marker division, this study reference below two kind of market strategy： 1. Company can develop brand, make high price and high quality strategy. That can also create moth-word, and pick up department store to sell product. 2. Company decide to offer low price products, and the main strategy is how to make cost down, their products are low quality, and no brand.