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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/10166


    Title: 消費品類型、創新類型與新產品行銷策略研究
    Authors: 林靈宏;劉水深;洪順慶
    Keywords: 消費品分類;創新類型;新產品行銷策略
    Consumer Product Classification;Innovation Type;Marketing Strategy of New Product
    Date: 1994-01
    Issue Date: 2008-11-25 10:26:29 (UTC+8)
    Abstract: 在一個富裕的現代化社會中,人們在購買產品時不只追求其功能效用,還重視它所帶來的「符號性」效用,因此傳統上基於功能效用的消費品分類方式,能夠帶給行銷者的涵意降低。本文以理性及感性兩個構面進行產品的分類,根據理性及感性高低,將消費品分為四類;並且討論這種分類與產品創新類型及新產品行銷策略之問的關係。本研究認為這種分類比傳統的分類觀點,能夠更有效的組織行銷上的各種現象,有助於行銷理論的形成。
    In a wealthy modern society, people do not simply purchase a product for its functional utility, but also for its semiotic utility. Therefore, the traditional product classification, based on functional utility, do not provide useful suggestions for marketers. This paper proposes a mode], that classifies products into four catagories by rational and emotional dimensions. We discuss the relationship between product classification, innovation type and marketing strategy, and the dynamic perspective of this classification. We argue that this scheme can organize marketing phenomena more effectively and help the formation of marketing theory.
    Relation: 管理評論, 13(1), 57-77
    Data Type: article
    Appears in Collections:[Department of Business Administation ] Periodical Articles

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