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系統識別號 U0026-0602201512493300
論文名稱(中文) 藉由商店印象感知描繪消費群輪廓-以生活風格的品牌商店為例
論文名稱(英文) The Delineation of Consumer Group Profiles through-A Case Study of Lifestyle Brand
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 103
學期 1
出版年 104
研究生(中文) 林穎瑄
研究生(英文) Yin-Hsuan Lin
學號 pa6004015
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 指導教授-吳一昇
口試委員-謝孟達
口試委員-楊佳翰
中文關鍵字 生活風格品牌商店  消費者行為  商店印象  市場區隔 
英文關鍵字 Lifestyle Brand  Consumer Behavior  Store image  Market segmentation 
學科別分類
中文摘要 近年來,風格(style)成為塑造個人生活的重要依據,亦能見到各類生活風格品牌蓬勃發展。這樣的趨勢促使各式生活風格品牌的實體店面出現,成為品牌與消費者互動過程中的重要角色。生活風格品牌實體店的經營模式,不僅完整展售其品牌商品,更提供消費者接觸與體驗其所蘊含之生活風格的機會。如何在競爭的眾多生活風格品牌當中,釐清自身品牌與消費者間的關係,進行市場區隔與品牌定位,建立可依循的消費行為輪廓,提供往後行銷策略之修正參考。有別於以往品牌對消費者所進行的市場區隔,本研究將以實際到店消費者對實體店之印象為分類依據,並以探索型的研究為基底,針對台灣生活風格品牌的先驅-蘑菇(Mogu)及其消費者進行質性訪談,探討實體店之印象相異性以進行消費者分群。本研究結果描繪生活風格品牌消費者所組成的三類消費群輪廓與觀點,協助品牌經營者了解各消費群之消費特性,作為往後品牌長期發展之行銷策略參考。
英文摘要 In recent years, "style" has become an important basis for shaping the way of personal life, and we also see various Lifestyle Brands popping up. Such trends have prompted all kinds of Lifestyle Brand retail stores, playing an essential role on interacting between brand and consumers. The retail stores of Lifestyle Brand not only display products, but also offer opportunities for consumers to experience the lifestyle conveyed through the brand. How can a brand interpret its relation with consumers, differentiate out from other competitors, and recognize its consumer groups’ profile for establishing better marketing strategy became an addressed issue for retailers. Unlike previous market segmentation research, this study is based on the store image perceived by Lifestyle Brand’s consumers as a way of classifying consumer groups. For this exploratory research, the researcher focus on Mogu, a Taiwanese Lifestyle Brand pioneer, and its consumers, using in-depth interviews to explore consumer groups existed in store. This research shows three distinct groups of consumer profiles, helping marketers understand consumer behavior and develop long-term marketing strategy.
論文目次 Acknowledgment
Abstract 1
List of Tables 3
List of Figures 4
Chapter 1. Introduction 7
1.1 Problem Statement 8
1.2 Purpose of Research 9
1.3 Scope of Research 10
1.4 Significance of Research 10
1.5 Definition of Terms 11
Chapter 2. Literature Review 12
2. 1 Store Image12
2. 1. 1 The Dimensions of Store Image13
2. 1. 2 Influential Factors of Store Image Perceptions 18
2. 2 Market Segmentation 21
2. 2. 1 Segmentation Based on Psychological Approaches 23
2. 2. 2 Consumer Behavior and Market Segmentation 26
2. 2. 3 Segmentation through A Relationship Marketing Ladder 27
2. 2. 4 Lifestyle brand Markets 29
Chapter 3. Methodology 31
3. 1 Case selection 31
3. 2 Research Method 31
3. 2. 1 The Choice of Mogu 32
3. 2. 2 Sampling Method 33
3. 2. 3 Interview Question Development 34
3. 2. 4 Semi-structured Interviews 35
3. 3 Data Analysis 35
3. 3. 1 Analytic Procedure 36
3. 3. 2 Reliability and Validity Examination 37
Chapter 4. Findings 39
4. 1 Sample Characteristics 39
4. 1. 1 The Interviewees of the Store 40
4. 1. 2 The Retailer of the Store 41
4. 2 Descriptions of Data 43
4. 2. 1 Categorizing Consumers into Groups 43
4. 2. 2 Data Analysis through Eight Store Image Dimensions 46
4. 2. 3 Delineating Consumer Groups Profiles 47
4. 2. 3. 1 Creative pursuer 47
4. 2. 3. 2 Style pursuer 53
4. 2. 3. 3 Intimate pursuer 57
4. 3 Discussions of Interview Results between Owner and Customer 60
4. 3. 1 Brand Development and Future Prospects 61
4. 3. 2 Consumer’ Segmentation of Brand 62
4. 3. 3 Store Communication Techniques 62
Chapter 5. Discussion and Conclusions 64
5. 1 Conclusions 66
5. 2 Theoretical and Managerial Implications 66
5. 3 Limitations and Suggestions 69
References 71
Appendix 80
Appendix A-Store Owner Interview Question 80
Appendix B-Consumer Interview Question 81
Appendix C-Data of Open Coding of this Research 83
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