An analysis of the markrting strategy of Taiwan kitchenware industry based on the point of view of 4C Transaction Cost

• Main Authors: Shen,Guo-Shung, 沈國雄
• Other Authors: Chen, Shieh-Liang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/71314711529871394223

碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 104 === Recently, the living standard in Taiwan has been improved dramatically. In the kitchenware industry, the need for high quality kitchenware increased sharply and the consumers’ tastes were also variable. Kitchenware manufacturers knew the trend, therefore they did not only promote their skill and quality of products, but also tried to figure out what was the consumers’ real need. By observing the practical marketing of kitchenware industry here in Taiwan, this study focused on analyzing four factors of the marketing strategy of the industry.： explicit cost per benefit analysis, cost for searing information, cost for moral crisis, and cost for exclusiveness. After analyzing these factors, we hope we could construct an analyzing framework to examine the consumer behaviors. In this field, there were many industry and technology analyzing studies, but this study tried to explore a different area. Starting with analyzing the strategies and effectiveness of marketing of the manufacturers, questionnaire, and multiple regression analysis were used to explore the influence of the four factors in the 4c strategy marketing framework to the re-purchase willingness of the consumers. We hope this study could provide useful suggestions to kitchenware manufacturers in Taiwan to understand the priority order of their resources.