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題名：跨國的顧客產品類型認知價值之比較研究
作者：戴嬡坪
作者(外文)：Ai-Ping Tai
校院名稱：淡江大學
系所名稱：管理科學研究所
指導教授：張紘炬
黃志文
學位類別：博士
出版日期：2004
主題關鍵詞：跨國；顧客認知價值；顧客價值；美國；東亞；大中華經濟圈；cross-national；customer perceived value；customer value；USA；East Asia；Greater China Area
原始連結：連回原系統網址new window
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隨著全球市場競爭的愈形激烈，對於企業來說價值的開創日趨重要。而伴隨著跨國企業與亞洲關係愈來愈密切，企業策略的成功與否，有賴於其對各國文化差異的認知。所以，對企業而言，當前其重要且根本的課題，就是如何在現有的產品組合中，建構一全球化或本土化的策略，以便在區域市場或本土市場中獲得雙贏的局面。而瞭解文化價值的不同對產品的顧客價值認知的影響，尤其在不同的文化價值體系下的東西方文化，對行銷策略產生實質的決定性影響，對於如何擬定國際市場策略是更形重要。
本篇論文是藉由對各種產品顧客價值的認知調查中，從消費者的觀點來探討何種產品屬性是對其具有價值的。本研究設計一單層式及多層式的多元尺度量表，來衡量顧客對產品的認知價值。本研究分兩部份資料蒐集，第一是部分針對女性清潔保養品及化妝品，利用問卷調查法蒐集了亞洲國家中的日本、香港、大陸及台灣做為東方文化的代表；西方文化僅就以美國作代表。第二部分實證產品為便利品、選購品，及特殊品三大類，問卷發放對象僅就大中華經濟圈的大陸、香港，和台灣兩岸三地，分析並探討其間的異同。
With increasing competition in the global marketplace, value creation activities for many enterprises are become important. As business relationships with Asia increase, multinational enterprises are realizing that success depends on knowledge of cultural differences. So, a prime and basic question for many enterprises is how to construct a global strategy for existing product mixes through standardization or localization, so as to achieve success in regional or local markets. Understanding of the effects of cultural values differences on customer value perceptions becomes increasingly important for designing effective international marketing programs.
The purpose of this paper is to investigate customer value perceptions of products, to view what attributes are important to consumers, and finally to make comparisons via a cross-national study. A two stage surveys have adopted, the first survey is to investigate customer value perceptions of products from Taipei (Taiwan), Seoul (South Korea), Shanghai (China), Tokyo (Japan), and Illinois (American). In the second survey, a scale is constructed, which has four dimensions and seventeen criterions to measure customer perceived value (CPV) for products. An indirect method is applied in order to obtain criteria in three areas, Taiwan, Mainland China, and Hong Kong, which have the same cultural environments, to evaluate the product attributes and finally to make comparisons. The results yielded a wide array of both cross-national differences and similarities.
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