食品業行銷策略之研究以 歐香麵包為例ir.ydu.edu.tw/retrieve/9604/98401752.pdf ·...
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101
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1-1 ......................................................................................................... 1
1-2 ......................................................................................................... 2
1-3 ..................................................................................................... 3
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2-1 ................................................................................................................. 4
2-2 .................................................................................................... 6
2-3 ........................................................................................................ 8
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3-1 ............................................................................................ 9
3-2 .............................................................. 10
3-3 .............................................................................................. 12
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4-1 ...................................................................................................... 13
4-2 ...................................................................................................... 13
4-3 ................................................................................................... 20
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5-1 ............................................................................................................... 24
5-2-1 .................................................................................... 24
5-3 ............................................................................................................... 25
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I
1-1 SWOT ................................................................... 2
4-1 ............................................................................. 14
4-2 ..................................................................... 14
4-3 ................................................................. 15
4-4 ............................................................. 16
4-5 ................................................................. 16
4-6 ..................................................................... 17
4-7 ............................................................. 17
4-8 60 ....................................................... 17
4-9 ................................................. 18
4-10 ................................................................... 18
4-11 ............................................................... 18
4-12 ................................................................... 19
4-13 ................................................... 19
4-14 ................................................................................... 20
4-15 ....................................................................... 20
4-16 ............................................................... 21
4-17 ................................................................... 21
4-18 ........................................................................... 21
4-19 ....................................................................... 22
4-20 ....................................................................... 22
4-21 ............................................................... 23
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II
1 ................................................................................................ 3
2 .................................................................................. 11
3 .................................................................................... 31
4 ................................................................................ 32
5 ................................................................................ 33
6 ........................................................ 34
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1
1-1
8
500 900 ()
79777
250
2002
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2
1-1 SWOT
S W
1.
2.
3.
4.
5.
6.
1.
2.
3.
4.
5.
O T
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2.
3.
4.
5.
6.
1.
2.
3.
4.
1-2
:
1
2
3
4
5
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3
1-3
1
1
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4
2-1
1416
1600
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5
2-1-1
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6
2-2
2-2-1
Churchil
Surprnant(1982)
:
1.
2.
3.
4.
Crompton Mackay(1989)
CromptoMackay(1989)
2-2-2
(1)
(Swan Oliver 1989)
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7
(2)
(Kotler1994)
2-2-3
( 1999)(measurement)
(attribute)
(1) Rating Scale()
(2) Ranking()
(3) Method of Paired Comparisons()
(4) Semantic Differential()
(5) Stapel Scale()
5 5
(6) Thurstone Scale()
William(2003) Thurstone 1927
(7) Likert Summated Rating Scale()
(method of summated ratings)
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8
2-3
2-3-1
2-3-2
2-3-3
1.
2.
3.
4.
5.
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9
3-1
FACE BOOK
3-1-1
3-1-2
3-1-3
FACE BOOK
2-3-4
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10
3-2
( 3)
()
()
()
()
()
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11
2
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12
3-3
()
()
() T
(X Y)
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13
4-1
4
217 217
15 202
10
200 200
0 200
4-2
101
101
202
EXCEL SPSS12.0
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14
4-2-1
4-1
64.4%
4-1
71 35.1%
131 64.9%
4-2-2
4-2 7.23~7.97
/
7.60 1.829 7.54 1.885
7.97 1.766 7.84
1.724 7.61
1.831 7.52 2.045
7.97 1.766 7.80
1.899 7.84 1.724
7.52 2.045()
4-2
/
/
7.60 1.829 7.97 1.766 7.50 1.883
7.54 1.885 7.80 1.899 7.31 1.920
7.23 1.852 7.84 1.724 7.61 1.831
7.23 2.012 7.32 1.934 7.52 2.045
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15
4-3
/
7.96 7.32t=2.319p=0.21
8.15 7.60t=1.972p=0.48
4-3
t
/
71 7.82 1.606
1.220 .224 131 7.49 1.935
71 7.96 1.616
2.319 .021 131 7.32 1.986
71 7.51 1.911
1.584 .115 131 7.08 1.809
71 7.30 1.974
.327 .744 131 7.20 2.040
71 8.30 1.598
1.218 .050 131 7.79 1.831
71 8.15 1.786
1.972 .048 131 7.60 1.936
71 8.00 1.630
1.987 .323 131 7.75 1.773
71 7.52 1.747
.991 .270 131 7.21 2.026
71 7.83 1.699
1.106 .062 131 7.31 1.958
71 7.54 1.873
1.879 .225 131 7.19 1.942
71 7.86 1.659
1.218 .162 131 7.48 1.911
71 7.56 1.925
1.405 .844 131 7.50 2.114
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16
4-2-3
Pct of Cases 112.9% 100%
1.129 4-4
36.1%
33.7% 25.7%
17.3%
4-4
73 36.1
68 33.7
52 25.7
35 17.3
228 112.9
Pct of Cases 106.9% 100%
1.069 4-5
34.2% 29.2% 27.7%
15.8%
4-5
69 34.2
59 29.2
56 27.7
32 15.8
216 106.9
-
17
Pct of Cases 113.4% 100%
1.134 4-6
33.7% 30.7% 27.7%
21.3%
4-6
68 33.7
62 30.7
56 27.7
43 21.3
229 113.4
4-2-4
50.0%
27.7% 23.3% 4-7
4-7
101 50.0%
56 27.7%
45 22.3%
57.9% 42.1% 4-8
4-8 60
117 57.9
85 42.1
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18
72.3% 27.7% 4-9
4-9
146 72.3%
56 27.7%
25.7% 23.3% 11.9%
4-10
4-10
52 25.7%
47 23.3%
44 21.8%
35 17.3%
24 11.9%
38.6% 25.7% 10.4%
4-11
4-11
78 38.6%
52 25.7%
51 25.2%
21 10.4%
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19
Pct of Cases 172.0% 100%
1.72 4-12
52.0%
34.5% 30.5%
4-12
104 52.0
69 34.5
61 30.5
52 26.0
41 20.5
17 8.5
344 172.0
45% 30.2% 24.8%
4-13
4-13
91 45.0%
61 30.2%
50 24.8%
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20
4-3
101
200
EXCEL SPSS12.0
4-3-1
4-14
53%
4-14
106 53%
94 47%
4-3-2
55%
25% 2.5% 4-15
4-15
110 55%
50 25%
23 11.5%
12 6%
5 2.5%
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21
35%
30.5% 10.5% 4-16
4-16
70 35%
61 30.5%
48 24%
21 10.5%
50 53.5%
51~100 33.5%200 1% 4-17
4-17
50 107 53.5%
51~100 67 33.5%
101~150 20 10%
151~200 4 2%
200 2 1%
44% 40.5%
1% 4-18
4-18
88 44%
81 40.5%
26 13%
3 1.5%
2 1%
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22
4-3-3
76.4% 67.8% 12.6% 4-19
4-19
152 76.4%
135 67.8%
125 62.8%
61 30.7%
Q 46 23.1%
37 18.6%
25 12.6%
2 1%
293%
66.8%
54.3% 24.6% 4-20
4-20
133 66.8%
114 57.3%
108 54.3%
55 27.6%
49 24.6%
2 1%
231.6%
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23
69% 55%
8% 4-21
4-21
138 69%
110 55%
1 104 52%
64 32%
53 26.5%
35 17.5%
100 35 17.5%
18 9%
16 8%
4 2%
289%
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24
5-1
1.
2.
3.
4.
5-2-1
()
()
()
()
-
25
()
15.8%
5-2-2
()
()
() 50
51~100 200
() (44%)(40.5%)
()
50
()
1 1
5-3
70
-
26
200
150 600
facebook
248
5-4
1 1
-
27
1. 2006 1
2. 2004 2
3. 2006 6
4. philip kotler Gary Armstrong
5. (2002)
6. (1996)
7. (2002-7)
8. (1996)
9. (2002)
10.
11.
12.
13.
14. (2002)
15. (2004)
16. (2005) 250
17. (2004) 3
18. EMANUEL ROSP (2001)
19. (2002)
20. http://ndltd.ncl.edu.tw/
21. http://tw.myblog.yahoo.com/jw!qUe1MlSEFRkHDWclaLU.nf4-/article?mid=23
22. http://mlhr.miaoli.gov.tw/tables2.php?y=101&m=1&unit=21
23. (2011)-
24. (1999)
25. Churchill Surprenant (1982)An investigation into the determinants of customer
satisfaction
26. Crompton Mckay (1989)Users' perceptions of the relative importance of service
quality dimensions in selected public recreation programs
-
28
27. Swan Oliver (1989)Consumer perceptions of interpersonal equity and satisfaction in
transactions
28. Kotler (1994)Marketing management: Analysis, planning, implementation, and control
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29
1~10
/
1.
2.
3.
4.
5. /
1. 2. 3. 4.
6.
1. 2. 3. 4.
7.
1. 2. 3. 4.
8.
1./ 2. 3.
9. 60
10.
11.
12.
13.
1.
2.
3.
4.
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30
1. 2. 3. 4. 5.
?
1. 2. 3. 4.
?
1. 50 2. 51~100 3. 101~150 4. 151~200 5. 200
?
1. 2. 3. 4. 5. 6.
()
1. 2. 3. 4. 5.
6. Q 7. 8.
()
1. 2. 3. 4.
5. 6.
?()
1. 2. 3. 4.100 5.
6. 7. 8. 9. 1 10.
======================================================================
18~20 21~25
3000 3000~5000 5000~8000 8000
****
****
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3
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4
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5
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6
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1
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2-1 ......................................................................................................... 3
2-2 ................................................................................................. 3
2-3 ............................................................................. 3
2-4 ............................................................................................................. 4
.............................................................................................................. 4
3-1 ..................................................................................................... 4
3-2 ..................................................................................................... 5
...................................................................................................... 9
4-1 ............................................................................. 9
4-2 ................................................................................................. 9
4-3 ............................................................................. 9
4-4 ............................................................................................................. 9
............................................................................................................ 10
.................................................................................................... 10
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2
1543
-
3
FACE BOOK
2-1
2-2
2-3
FACE BOOK
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4
2-4
3-1
3-1-1
3-1-2 2012 4/18().4/24()
3-1-3 4/18().4/24()
3-1-4 50 150
3-1-5
-
5
3-2
3-2-1
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6
3-2-2
7
7-1
1
ATM
-
7
3-2-3
3-2-4-1
(200) 1
3-2-4-2
1
3-2-4-3
1
///
2
2
2
1
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8
3-2-5
4/18 4/24
11:30 16:30
12:30 17:00
13:00 17:30
14:00 18:00
14:30 22:00
3-2-6
3-2-6-1
/
(18-22 )
Q
/
3-2-6-2
(18-22 )
()
-
9
3-2-6-3
4-1
4-2
4-3
FACE BOOK
4-4
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10
*3*3*1*1*1*2
750 750
2 40 80
1 300 300
1130
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