行動電話系統業者促銷組合策略對消費者品牌選擇影響之研究

Abstract

自從中華電信釋出行動電話業務的經營權後，我國電信市場即陷入寡占的激烈競爭局面，各家業者無不用盡辦法來吸引消費者的注意。這當中，消費者感受最深也最常接觸到的便是業者的各種促銷組合策略，因此，瞭解消費者在接收這些訊息後，對其品牌選擇考量上有何影響，便成了一項重要的課題。此外，在寡占市場下，個別業者的舉動皆可能對其他業者造成影響，在這種彼此劇烈競爭的情況下，消費者是否還能正確地接收到業者所欲傳遞的訊息，更是值得思考的一點。 由於行動電話系統業者屬於服務業，因此本研究主要由業者的服務特性及其目標顧客特質，這兩個方面來切入，探討業者採取的促銷組合策略-廣告、銷售推廣、人員推銷、公共關係、直接行銷，對消費者品牌認知及價格知覺的反應情況，並進而瞭解在這兩種認知反應的作用下，消費者品牌選擇行為會有何影響。最後，並透過研究的探討，提供業者一個初步規劃促銷組合策略的參考。 研究結果顯示，消費者最重視的是系統業者提出的服務保証，對價格的考量則次之。此外，對消費者品牌選擇行為分析可以得知，消費者在接收各種促銷工具傳達的訊息後，對價格在乎程度大為提升，這導致他們在選擇品牌時，傾向於購買知名度較大、形象較佳的品牌，以降低其知覺風險。因此，個別業者若能掌握消費者的認知反應，減少關於價格方面的促銷方式，提升品牌形象及推廣知名度，必可在我國行動電話市場上，佔得一席之地。

Since Chunghwa telecom released the licence of cellular business, Telecom market in taiwan have sunked into oligopoly condition, every firm must attract consumer's attention in some way. Meanwhile, consumer is deeply affected by firm's promotion mix strategy. It becomes an important issue for cellular to understand what matters will influence consumer's brand choice as she or he receives the message. Besides, individual firm's action in oligopoly market would interfere others. It is another issue to consider if consumer could accept firm's message correctly in such disordered condition. The study examines cellular's promotion mix strategy on the reaction of consumer's brand cognition and price perception introducd from two aspect including firm's service attributes and custom's features, and then get understanding of the influence on consumer brand choice behavior.Finally,the study can also provide firms a reference of determing promotion mix strategy initiatively. Results show that consumer put great emphasis on cellular's service assurance, price matter is only the next. According to consumer brand choice behavior analysis, consumer become more price-emphasis and would like to choose brand with better image and good name for reducing perception risk. Individual firm can approach from reducing price-related message, and improving brand image in order to acquire more consumer's confidence.