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 ·...

I

101

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1 0 2 1 8

101

1.

2.

II

acebook

202 200

50

1 1

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........................................................................................................................... II

.............................................................................................. 1

1-1 ......................................................................................................... 1

1-2 ......................................................................................................... 2

1-3 ..................................................................................................... 3

.......................................................................................................... 4

2-1 ................................................................................................................. 4

2-2 .................................................................................................... 6

2-3 ........................................................................................................ 8

.......................................................................................................... 9

3-1 ............................................................................................ 9

3-2 .............................................................. 10

3-3 .............................................................................................. 12

........................................................................................................ 13

4-1 ...................................................................................................... 13

4-2 ...................................................................................................... 13

4-3 ................................................................................................... 20

.................................................................................................. 24

5-1 ............................................................................................................... 24

5-2-1 .................................................................................... 24

5-3 ............................................................................................................... 25

...................................................................................................................... 27

...................................................................................... 29

.......................................................................................... 30

.............................................................................. 31

.......................................................... 35

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

II

1 ................................................................................................ 3

2 .................................................................................. 11

3 .................................................................................... 31

4 ................................................................................ 32

5 ................................................................................ 33

6 ........................................................ 34

1

1-1

8

500 900 ()

79777

250

2002

2

1-1 SWOT

S W

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

5.

O T

1.

2.

3.

4.

5.

6.

1.

2.

3.

4.

1-2

:

1

2

3

4

5

3

1-3

1

1

4

2-1

1416

1600

5

2-1-1

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)

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)

8

2-3

2-3-1

2-3-2

2-3-3

1.

2.

3.

4.

5.

9

3-1

FACE BOOK

3-1-1

3-1-2

3-1-3

FACE BOOK

2-3-4

10

3-2

( 3)

()

()

()

()

()

12

3-3

()

()

() T

(X Y)

13

4-1

4

217 217

15 202

10

200 200

0 200

4-2

101

101

202

EXCEL SPSS12.0

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

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

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


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


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

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%

19


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%

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%

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%

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%

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%

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

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.

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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1

...................................................................................................................... 2

...................................................................................................................... 3

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

2

1543

3

FACE BOOK

2-1

2-2

2-3

FACE BOOK

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

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

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

10

*3*3*1*1*1*2

750 750

2 40 80

1 300 300

1130

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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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 ·...