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來源文獻資料
摘要
外文摘要
引文資料
題名:
直銷公司美容保養品市場定位、價格策略與消費者認知之差異分析
書刊名:
直銷管理評論
作者:
王昭雄
/
陳得發
作者(外文):
Wang, Jau-shyong
/
Chen, Robert Der-fa
出版日期:
2007
卷期:
1:1
頁次:
頁1-26
主題關鍵詞:
直銷
;
美容保養品
;
定價策略
;
產品定位
;
獎金制度
;
Direct selling
;
Cosmetic product
;
Positioning
;
Pricing policy
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
3
) 博士論文(
1
) 專書(0) 專書論文(0)
排除自我引用:
3
共同引用:0
點閱:267
有鑑於直銷業的蓬勃發展,本研究主要比較直銷通路與傳統通路在定價策略上,其所考量之因素是否存在差異,並找出其關鍵影響因素。除此之外,我們試圖了解,在一般人印象中,“直銷產品價格比傳統通路偏高”這一句話是否屬實。最後,我們提供一些建議,以供業者及後續研究者參考。本研究結果發現,直銷公司保養品的價格與傳統通路的保養品公司產品價格相較,價格並無明顯偏高的現象。在定價策略方面,直銷公司較多採行形象定價策略及組合定價策略,較少採行滲透定價策略。在折扣促銷方面,直銷公司較常配合活動檔期,採行期間折扣的方式來促銷。在定價考量因素方面,直銷美容保養品公司仍以製造成本為主要考量,其次是考量產品定位。然而,就消費者而言,「品質的良好與否」仍是決定其是否購買的最重要因素。因此,直銷公司仍除了考量其製造成本外,仍要考慮其產品和競爭對手產品的差異性,才能決定其定價。
以文找文
The direct selling is a personal selling. The income of a direct seller is a certain percentage of the product price. The direct seller is a consumer as well as a seller. When choosing a product, the direct seller considers not only his/her own need for the product but also the return on the investment of his/her time and effort. Therefore, the direct selling company will set its pricing policy in consideration of the market competition and the acceptance of the direct sellers. The price of the direct selling product is perceived higher than it should be. This research tries to study the positioning and pricing policy of direct selling products and compare their price with that of the traditional marketing channel products. The nutrition supplement product is the biggest product category in direct selling. However, it has no clear competitor in the traditional marketing channel, so we choose the cosmetic product that has clear counter parts in the traditional marketing channel as the example to study. This study used personal interview and questionnaire survey as the research methods. We interviewed the top management of the top 9 direct selling companies about their positioning and pricing policy. We also surveyed the consumers about their perception on the quality and price of cosmetic product in the direct selling as well as the traditional channel. In addition, we compared the price of direct selling cosmetic products to the price of the counter parts in the traditional marketing channel. In the study we found that most of the price of direct selling cosmetic products are lower than that of the general cosmetic products. In positioning and pricing strategy, direct-selling companies often adopted image pricing strategy but seldom adopted saturating pricing strategy. In promotion strategy, direct-selling companies often give discount for a certain period of time. In the factors affecting the pricing strategy, manufacturing cost was the major factor and the second was the product positioning. For most customers, the most important factor for them to buy the cosmetic product is quality. Therefore the manufacturing cost and the characteristics of the product must be taken into consideration for the direct-selling companies pricing policy.
以文找文
期刊論文
1.
Enis, Ben M.(1992)。Direct selling channels: an appraisal of key strategic issues。Journal of Marketing Channels,2(2),3-23。
2.
Monroe, K. B.、Dodds, William B.(1988)。A Research Program for Establishing the Validity of the Price-Quality Relationship。Journal of the Academy of Marketing Science,16(1),151-168。
3.
Kustin, R. A.、Jones, R. A.(1995)。Research Note: a Study of Direct Selling Perceptions in Australia。International Marketing Review,12(6),60-67。
4.
Tellis, G. J.(1986)。Beyond Many Faces of Price: An Integration of Pricing Strategies。Journal of Marketing,50(4),146-160。
5.
Xardel, D.(1995)。Direct Selling and Direct Marketing: Synergies or Pitfalls?。An International Academic Symposium,50(4),189-214。
6.
Armstrong, J. Scott、Collopy, Fred(1996)。Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability。Journal of Marketing Research,33(2),188-199。
7.
Dimingo, E.(1988)。The fine art of positioning。Journal of Business Strategy,9,34-38。
8.
Dodds, William B.、Monroe, Kent B.、Grewal, Dhruv(1991)。The Effects of Prices, Brand and Store Information on Buyers' Product Evaluations。Journal of Marketing Research,28(3),307-319。
9.
Barnowe, J. Thad、McNabb, David E.(1992)。Consumer responses to direct selling love, hate--buy?。Journal of Marketing Channels,2(2),25-40。
10.
Peterson, Robert A.、Albaum, Gerald、Ridgway, Nancy M.(1989)。Consumers Who Buy From Direct sales Companies。Journal of Retailing,65(2),273-286。
11.
Peterson, Robert A.、Wotruba, Thomas R.(1996)。What Is Direct Selling?: Definition, Perspectives, and Research Agenda。Journal of Personal Selling & Sales Management,16(4),1-16。
12.
Wotruba, Thomas R.、Pribova, Marie(1996)。Direct Selling in an Emerging Market Economy: A Comparison of Czech/ Slovak and U.S. Market Characteristics and Buying Experiences。The International Review of Retail, Distribution and Consumer Research,6(4),415-435。
13.
Bearden, William O.、Shimp, Terence A.(1982)。The use of extrinsic cues to facilitate product adoption。Journal of Marketing Research,19(2),229-239。
14.
Maggard, J. P.(1976)。Positioning revisited。Journal of Marketing,40(1),63-66。
15.
Fishbein, M.、Azjen, I.(1972)。Attributes and Opinions。Annual Review of Psychology,23,487-544。
會議論文
1.
陳得發、鄭旭棠(1998)。多層次傳銷組織網的經營管理之研究。第三屆直銷學術研討會,1-20。
延伸查詢
2.
李桂春、王國安、李瑞敏(2002)。多層次傳銷公司獎金制度之模擬分析。第七屆直銷學術研討會,89-116。
延伸查詢
3.
陳得發、葉琪卿(1995)。傳銷業與壽險業之比較。第一屆直銷學術研討會,1-9。
延伸查詢
4.
陳得發、主昭雄(2002)。直銷產業客戶關係管理之研究。第七屆直銷學術研討會,64-96。
延伸查詢
5.
陳得發、鄭麗娟(1998)。多層次傳銷商品之消費者滿意度調查研究。第三屆直銷學術研討會,111-127。
延伸查詢
6.
覃怡輝(1999)。傳銷實務制度的探討。第四屆直銷學術研討會。中山大學直銷學術研發中心。35-60。
延伸查詢
圖書
1.
Monroe, K. B.(1979)。Pricing: Making profitable decisions。McGraw-Hill Book Company。
2.
行政院公平交易委員會(2006)。中華民國九十五年台灣地區多層次傳銷事業經營概況調查報告。台北。
延伸查詢
3.
Kotler, P.、Armstrong, G.(2004)。Principles of Marketing。Prentice-Hall。
4.
Ries, Al、Trout, Jack(1986)。Positioning: The Battle for Your Mind。N.Y.:McGraw-Hill。
5.
Kotler, Philip(1997)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall。
6.
Porter, Michael E.(1980)。Competitive Strategy: Techniques for Analyzing Industries and Competitors。Free Press。
7.
Jain, S. C.(1996)。Marketing planning and strategy。Marketing planning and strategy。Cincinn。
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