從消費者調查研究7-ELEVEn御便當之行銷策略

Abstract

隨著國人外食習慣和便利商店發展漸趨成熟，便利商店銷售便當已成為便利商店連鎖業者努力的方向，本研究以7-ELEVEn御便當為例，基於消費者調查分析，提出STP和4C策略。 研究結果發現： 1.市場區隔(Market Segmentation)：生活型態和目標、非目標市場無關。 2.目標市場(Market Targeting)：每週至少會到連鎖便利商店購買便當一次以上的目標市場，其與職業、教育水準有關。 3.市場優勢(Market Strength)： (1)性別定位：目標、非目標市場和性別無關。 (2)產品強度：在新鮮衛生因素、促銷廣告、服務、立地條件等四因素中，7-ELEVEn御便當在前五大連鎖便利商店中居領先地位。 4.顧客策略(Consumer Strategy)：區域別和目標、非目標市場有關，此顯示7-ELEVEn御便當應有區域別的顧客策略。 5.商品策略(Commodity Strategy)： (1)商品屬性：在口味、安全、風味、營養、原料來源、衛生等屬性中，口味在目標市場和非目標有顯著的差異，而目標市場中以台灣傳統口味超過一半的同意。 (2)價格策略：目標市場在49元、55元、65元、75元四種價格中，對於49元認同度最高，顯示低價對於7-ELEVEn御便當的挑戰。 6.溝通和環境策略(Communication and Circumstance Strategy)：在立地便利性、前往7-ELEVEn時間、結帳時間、購買氣氛、商譽、促銷、廣告、商品陳列和設備等屬性，目標市場和非目標市場均無差異。 7.流通系統策略(Channel Strategy)：新鮮在目標和非目標市場具有顯著差異，而且目標市場認同一日配送三次之方向。

This study analyses 7-ELEVEn lunch box marketing strategy with a consumer survey in Taiwan. Based on the structure of STP and 4C, we probe 7-ELEVEn lunch box in market segmentation, market targeting, market strength, consumer, commodity, communication and circumstance, and channel strategies by multivariate analysis. The major findings are： 1.Market Segmentation：Lifestyle difference is insignificant between target and non-target market. 2.Market Targeting：The test result shows that in occupation and education, there are significant differences between the populations of target and non-target market. 3.Market Strength：(1)Gender position：There is no significant difference in the gender distribution between target and non-target populations.(2)Product strength：In all four factors, Freshness-hygiene, Promotion-Advertisement, Service, location, 7-ELEVEn achieved the highest score compared to the other chains . 4.Consumer Strategy：There is a significant difference between target and non-target market among various regions. 5.Commodity Strategy：(1)Product strategy：There is a significant difference in taste between target and non-target market.(2)Pricing strategy：NT$49 is the most accepted within target market who thinks price is important which points out the challenge of cost to 7-ELEVEn. 6.Communication and Circumstance Strategy：Regardless of target or non-target markets, attributes like convenient store location, traveling time to store, service, check out time, store atmosphere, store reputation, promotion, advertisement, display and equipment, have the same response distribution; it is insignificant between target and non-target market. 7.Channel Strategy：There is significant difference in freshness between target and non-target markets and more 50% of target market who thinks freshness is important agree lunch box delivered thrice a day.