Title行销学

Term:SpringYear:2009StudentName(ChineseCharacters):黃彥銘StudentIDNumber:9631033StudentName(ChineseCharacters):林韋君StudentIDNumber:9631010StudentName(ChineseCharacters):李春霈StudentIDNumber:9631011StudentName(ChineseCharacters):郭曉蓉StudentIDNumber:9631013StudentName(ChineseCharacters):張欣怡StudentIDNumber:9631052CourseAbbreviationandNumberDMS4577CourseTitle行銷學,PrinciplesofMarketingInstructor張力元老師,ProfessorTrappeyFinalProjectServingTargetMarketsDueDateJune25,2009NumberofHomeworkPages15pagesHomeworkTypeTyped,classhand-in,e3logAdditionalMaterialsAllowedTextbook,journal,magazine,observationMARKINGSCHEME:AnalysisofCIData:50%ApplicationofConcepts:50%Grade:NationalChiaoTungUniversityDepartmentofManagementScienceDeFinalExaminationIntroductionWearegoingtomakeasurveyfortheXiang-SibeancurdpuddingstorelocatedinDorm-Female-2restaurantinNCTU.Thestoreprovidesdifferentkindsofdrinksandsweetssuchasbeancurdpudding,shavediceandsweetsoup.Oneoftheworkers,namedauntChen-Jun,inthestoreissonicethatsherememberseveryone’snameandfavoritesweet.Withherhardwork,sheisvotedtobethemostfamouspersoninNCTU.ThereporterinTTVevencametodoaninterviewwithherandpromotedthisstoreonTV.Sadly,althoughthestorealreadyhadbeenpromotedonTVnews,thesalesamountofthestorejustkeepsina“good”level,notinan“excellent”level.Wewanttousesalespromotiontoincreasethesalesamountofthestore.Figure1Xiang-SibeancurdpuddingstorelocatedinDorm-Female-2restaurantinNCTU.LiteratureReviewFirst,wedefinethesalespromotion.AccordingtoKotler(2000),“Salespromotioniscomposedofvarietiesofinducingtool,andthemostareshort-termproperty.Itcanpromotecustomersanddealerstopurchasemorespecificcommodities.”Thesalespromotionsincludeawiderangeoftools--fromsamples,coupons,refunds,premiums,pricepacks,promotionalproducts,point-of-purchase,consumercontests,sweepstakes,games,causedrelatedmarketingandstamps.Afteroursdiscussion,wedecidetousethe“stamps”tooltopromotethesalesamountofthisstore.Thedefinitionof“stamps”isthatconsumerscanexchangeformoneyorproductswithdifferentamountsofthepointstheycollect.ThatweusethestampstocollectpointstogetrewardsiscalledFrequencyprogram.ThefollowingisthedefinitionofFrequencyprogram.AccordingtoBlattbergandNeslin(1990),“Costumer’sconsumptionhastoreachadesignedamountofmoneyortimesinspecifictimeandinspecificcustomerplace.”Aresearchshowsthatstudentstake“whethertheconveniencestoresuppliesthefrequencyprogramforthemtoexchangepresentsornot“astheirconsiderationtochoosewhichconveniencestoretheywanttogoandbuyproductsfromthatstore.Moreover,amanagerofFeng-ChiaBusinessParksaidthatitiseffectivetorelease“stamps”duringthedepression.Withhigherdiscount,theturnoverwillbefaster.WealsofoundaresearchshowsthatfromApril27thtoJuly19th,2005,7-11releaseda“CollectingHelloKittymagnet”activity.ItwassosuccessfulthatthegrossofMayreached84.3hundredmillion,andthegrossrateofsaleswas22%higherthanin2004.InJune,thegrossgrewupto93.89hundredmillion,andthegrossrateofsaleswas36%higherthanin2004.Becausethemaincustomersarethestudentsthatdon’thavestableincome,weconsiderthatsalespromotion--frequencyprogramisthemostsuitableoneforthisstore.Fromthesupportivesourcesabove,westronglybelievethatthefrequencyprogramisthemostsuitablesalespromotion.Wewanttoknowhowstampsstimulateconsumer’sbehavior.Wewanttotrytouseour“PointCreditCard”toseeifitcanstimulateconsumersandmakethembuyproductfromthestore.Therefore,weprobeintotheprincipalfactorsofthestampswhetherinfluencethecustomerpurchasingbehaviorornot.Thefollowingarethehypothesestotheprincipalfactorsofthestamps.HypothesesXiang-SibeancurdpuddingstoreisastoresellingtofupuddinganddrinksinDorm-Female2.AlthoughitwasreportedonTVseveralmonthsago,therewasnoobviousincreaseforitssales.Asaresult,wewanttoknowifconsumersinNCTUwouldincreasetheirfrequenciestobuyproductsinXiang-Sibeancurdpuddingstorebyissuingapointcreditcard.Fortheusageofpointcreditcards,ifconsumersinNCTUprefertousepointcreditcards,therearefourfactorswewanttofindout,whichincludetheamountofcashtogetonepoint,lengthofactivityperiod,amountofpointstogetabananaship,andbananaship’scharacter.Exceptthefourthfactor’shypothesis(Hypothesis7),wemadesubordinatehypotheses(Hypothesis2,Hypothesis4,andHypothesis6)individuallyunderthethreefactors’hypotheses(Hypothesis1,Hypothesis3,andHypothesis5).Thatis,Hypothesis2isestablishedifHypothesis1isfailedtoberejected,Hypothesis4isestablishedifHypothesis3isfailedtoberejected,andHypothesis6isestablishedifHypothesis5isfailedtoberejected.Thesefourfactorswouldbethemainreasonsthataffecttheconsumersinusingpointcreditcards.Wewanttodesignapointcreditcardtoboostthepuddingstore’ssales.Aftercollectingvaliddata,wecanfindthebestcombinationofseveralfactorstodesignanattractivepointcreditcardforconsumers.Therefore,thefollowinghypothesesareproposed:Hypothesis1:Theperiodofactivitydoesaffectconsumer’sbehavior.Hypothesis2:Theperiodofactivitydoesaffectconsumer’sbehavior.Amongthethreealternatives：”twoweeks”,”onemonth”,and”twomonths”,wesupposethat“onemonth”istheshortestlimitthatconsumerscouldacceptfortheactivity.Hypothesis3:Theamountofpointstogetthebanana