液晶電視產品屬性分析與最佳定價

Abstract

被資訊家電業者視為超薄平面電視市場明日之星的液晶電視(LCD TV)，近來逐漸受到大眾消費者的喜愛與歡迎。再加上具有高畫質、不受干擾的數位電視節目已在全球各國陸續開播，此舉不但對家庭視聽娛樂市場將產生顛覆性變革，同時每年亦將創造數千億元以上之平面電視換機商機，此訊息對全球LCD市場佔有40%的我國業者更是不可多得的大好機會。 本研究之目的乃透過著名行銷統計之研究方法-聯合分析法(Conjoint Analysis)來探討國內三年內會購買液晶電視的潛在消費者對液晶電視六項重要屬性間的相對重要性及成份效用值。藉以瞭解潛在消費者對液晶電視產品形態之購買意願以及消費者對產品屬性偏好之關係，並探討產品屬性對消費者偏好重要程度之影響，進而找出可能影響產品擴散普及的主要因素，提供給液晶電視業者在制定新產品行銷策略及開發新產品規格時之參考。 本研究採問卷方式進行，首先收集市場上液晶電視各主要屬性，利用預試問卷來決定構成產品形態的六項重要屬性指標--包括尺寸、品牌、價格、影像畫質、使用壽命和售後服務。在受測樣本設計方面，以直交排列法進行實驗樣本縮減取得16組受測樣本組合，並透過受測體字卡描述進行受測樣本的建構，而實證研究在台灣中北部都會區共回收226份有效問卷。 本研究結果發現： (1)•潛在消費者已具備對液晶電視產品的基本屬性認知，惟短期內之購買意願仍低，主要原因為價格因素考量。 (2)•經由本研究問卷統計結果已求出整體潛在消費者對液晶電視的主要屬性水準之偏好，同時透過聯合分析法求出總體受測者對各產品屬性的相對重要性，依序為: 價格＞尺寸＞品牌＞影像畫質＞使用壽命＞售後服務，而此六項主要屬性所佔的百分比分別為32%、20%、19%、13%、8.4%、7.6%。 (3)•透過人口統計變數交叉分析後，獲得整體受測者與各族群對液晶電視產品屬性偏好之相關數據，可提供予業者進行新產品市場區隔之行銷策略參考。 (4)•根據本研究結論可建立一套評估新產品規格屬性之標準與計算式。 (5)•透過聯合分析法可求得液晶電視產品屬性規格與定價之最佳策略組合。

The liquid crystal displays (LCD) TV is the superstar on digital displays industry. Currently, LCD-TV will be more and more attractive to customers. The strength in the large screen size, thin shape, high resolution and energy saving of LCD-TV greatly increases the potential of this industry. To satisfy the requirement of the coming digitalized video life, the business of digital video program will be more and more attractive in the world. The growing LCD-TV market is considered as a good opportunity for domestic companies to create the market business that would be more than hundred billion NT in the world per year. The main purpose of this study is to investigate potential LCD-TV consumers' preference levels for the six important attributes by using the famous marketing research method - Conjoint Analysis. Additionally, a summary database of importance and utilities was also founded, and the next step was to find root causes that may limit new products’ market share. Then we can offer the result to LCD-TV manufactures to set the marketing strategy for new products. This study was carried out using questionnaires. After collecting all main attributes of LCD TV in the market, we use pre-test questionnaires to determine product attributes and levels, and the six important attributes include price, size, brand, video-resolution, lifetime and customer-service. In establishing questionnaire of this study, orthogonal array method was used to reduce the number of attribute combination. The study of attribute combination was carried out through the word cards, and 226 usable questionnaires from Taiwan were collected. The major findings of this experiment include: 1.The potential consumers already have basic knowledge of the attributes of LCD TV, but they are still not willing to buy in short-term mainly due to the high price. 2.As for the importance of product attributes, the potential LCD TV consumers' preferences according to priority are price, size, brand, video-resolution, lifetime and customer-service. The corresponding percentages are 32%, 20%, 19%, 13%, 8.4% and 7.6%. 3.Base on the cross analysis of demographic statistics, the study gains a usable value for the LCD TV attributes preference of each demographic group. 4.The study conclusion provides a criterion and equation to evaluate new LCD TV’s attributes. 5.Through the Conjoint Analysis, we can gain an optimal combination of attributes and strategies.