| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 97 === Abstract
The demands of recreational activities are increase with the rising of life quality. Because of the geography environment of Taiwan is surrounding by ocean, water activities becomes one of the most popular recreational activities of compatriots. Water sport have the high risky characteristic. Risk which consumer taken should be consider in water sport service. It is known from the past researches, different perceived risks will happen when the consumer face to the uncertain risk and the product information is lacked, and then it will reduce the purchase willing. It is necessary to analyze the perceived risks deeply in the process of service industry management. The opportunity and possibility of applying strategy could be realize more through the researching the perceived risks of consumers.
The target of the communication of marketing strategy is to send the products information and to reduce the perceived risks of consumers. In Taiwan, the most marketing way used by the proprietors of water sport presently is raising the fame, but they never considerate about the risk issue of consumers. If the proprietors could emphasize the perceived risks which the consumers focus on, it will not only help to raise the sales. For above reason, this research is according to the result of collecting literatures and the questionnaire, and applies the return analysis for the researching tools. By analyzing the different, there are to find the best marketing communication ways and the proprietors of the marketing communication.
In the result of research, it is known that when the consumers face to the different perceived risks, the risk extent which the consumer took will be changed because of the different leaning of the marketing communication tools. When facing to the society risk and physical risk, the pictures and text of direct marketing are able to reducing the leaning of risk with effect. When face to the financial and psychological risk, the risk is able to be reduced by selling the present and indirectly pass of the public praise, but the performance risk and the time risk are not fit to be used for the marketing communication tools. If this research for researching the consumer perceived risks and marketing communication tools could be reference by proprietors when planning the marketing strategy, the doubt of consumer will be decreased and increase the purchase willing.
|
|---|
