The Important-Performance Analyze Among IPTV、TerrestrialDigital Television and Cable TV
碩士 === 嶺東科技大學 === 國際企業研究所 === 99 === With the rapidly changing in technology and media development, the development of Information Communication Media becomes necessity in people’s daily life. In this study, from consumer’s perspectives, we took AIO lifestyle variables as marketing segment base and...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/50391609018747925195 |
| Summary: | 碩士 === 嶺東科技大學 === 國際企業研究所 === 99 === With the rapidly changing in technology and media development, the development of
Information Communication Media becomes necessity in people’s daily life. In this study,
from consumer’s perspectives, we took AIO lifestyle variables as marketing segment base
and used consumer preference towards product attributes to describe consumer behavior
when watching different TV platforms. The results of this study suggests that in order to
create win-win situation, the media industry should regard consumers of different lifestyle
differ in their product attributes preferences toward watching TV platform, and
accordingly make effective marketing strategies for future development of IPTV、
Terrestrial digital TV and Cable TV.
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