| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 92 === The Product Life Cycle (PLC) of most merchandise in the market has been declining due to the speedily developed technology and competition within industries. Hence, companies must continuously develop new entry item to meet the changing preference of customers and prevent the threats from competitors’ strategy. This research is not only for distinguishing the interactive effect of promotional factors, but also for developing a framework of complementary promotion combination. Moreover, it would like to explore the promotional synergy under different brands’ signal. Finally, we would address a strategy of introducing new entry item for e-retailers.
Twice pretests and twice formal experiments were executed for our research. The major purpose of the first pretest was to find out the familiar products category in our samples.The second pretest was to determine the brand names. The first formal experiment was to explore the effect of promotional combination and brand signal for new entry item, while the second was about the price promotion to understand the interactive effect of price promotion within promotional combinations under different brand strategies.
Our research found out that upon the inter-relationship of promotional factors, companies which simultaneously use push and pull strategy for customer’s quality consciousness, liking and purchase intention are superior to which that only use single pull or push strategy. About promotion combination and brand signal, according to the data analysis this research addressed that the customer’s quality consciousness, liking and purchase intention for new entry item of brand ally will be superior to new brand. About the brand signal and fit, if companies use highly fitness brand ally to new entry item, customers quality consciousness, liking and purchase intention will be superior to those that use low fitness brand ally, while customer’s quality consciousness, liking and purchase intention for highly fitness new brand will be superior to that for low fitness new brand. Besides, companies which use pull promotion of “highly compatible brand ally’s new entry item”, customer’s quality consciousness, liking and purchase intention will be superior to those whom use other combinations. But companies which use highly compatible new brand for customer’s quality consciousness, liking and purchase intention are NOT superior to which that use other combinations. Finally, if the highly compatible brand ally uses both push and pull promotional strategy, their effect will be superior to other combinations.
About the effect of price promotion, consumers think that the higher discount of price promotion companies provide, the greater effect for customer’s quality consciousness, liking and purchase intention will be. If companies want to increase customer’s quality consciousness, liking and purchase intention, those which use manufacturer price promotion of brand ally for quality consciousness, liking and purchase intention will be NOT superior to those which use manufacturer price promotion of new brand. And also companies which use retail price promotion of brand union for customer’s quality consciousness, liking and purchase intention will be NOT superior to those which use retail price promotion of new brand. The reason might be caused by the negatively associated thinking of brand delivered from price promotion. But when companies want to increase customer’s quality consciousness, liking and purchase intention for products via using “manufacturer price promotion of highly fitness brand ally’s new entry item”, the customer’s quality consciousness, liking and purchase intention will be superior to which via “manufacturer price promotion of low fitness brand ally’s new entry item”. This proves that, under price promotion, the interference effect of “fitness” has a obviously positive relation. The result has changed from less obvious to obvious effect, thus we can say that customer’s quality consciousness, liking and purchase intention for highly fitness brand signal with price promotion have a positive effect.
After all, we suggest that beside the variables in this research, customer’s quality consciousness, liking and purchase intention might be affected by other factors. For example, the effect of the way it shows off might have different result. Hence, it’s worthy for researchers to do a further research examining the effect of those conditions.
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