Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/28055
標題: 全球衛星定位導航系統旅遊效益及其行銷應用之研究
Evaluations on Recreational Benefits of Global Positioning Navigation System and Its Application on Marketing Strategy
作者: 林政德
Lin, Cheng-Te
關鍵字: Global positioning system (GPS)
全球衛星定位導航系統
recreational benefits
marketing
travel cost method
contingent valuation method
旅遊效益
行銷
旅行成本法
條件評估法
出版社: 應用經濟學系所
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摘要: 中文摘要 近年來新興科技大量運用於旅遊資訊產品的創造與改善,其中GPS導航系統便是一項重要應用,這些旅遊資訊產品有效提昇遊客福利。本研究針對使用導航系統對遊客所產生之各項主要效益進行評估。希運用旅行成本法,推估旅客旅行時間之機會成本,並藉由對旅行時間之價值推估,用以評估使用導航系統所節省旅行交通時間之效益,透過條件評估法推估使用導航系統之遊憩效益。除此,考量消費者面對廠商可能實施不同促銷策略,其願付價格可能將隨不同促銷策略、通路、產品而有所差異,因此藉由本研究推估消費者不同行銷策略下之願付價格,並檢定其是否存在顯著差異。 本研究主要結果如下: 一、就遊憩效益之解釋變數而言,研究發現符號表現大致與預期符號相符,當產品具有加值功能或豪華功能之GPS,受訪者願付機率會較高;其願付機率將隨所面對出價金額增加而降低;受訪民眾以戶外活動為主要休閒活動者、受訪民眾迷路機率高者、受訪民眾接受新產品傾向高者、受訪民眾為高收入者其願付機率均較高。 二、就使用者與潛在使用者分群而言,使用者之平均願付價格為11,456元,潛在使用者之平均願付價格為11,600元,兩者在基本功能產品之願付價格上,於10%顯著水準下有明顯差距,但在加值功能與豪華功能方面,使用者與潛在使用者而言,兩者並無明顯差距。換言之,當廠商要開拓新客源時,針對基本功能GPS將可透過差別定價方式吸引新客戶。 三、就降價策略、延長保固策略與舊機換新機策略三種行銷策略而論,當受訪者在面對三種不同行銷策略時,若是基本功能及豪華功能GPS導航系統購買者,並不會因三種行銷策略而有不同出價,但若是加值功能GPS導航系統購買者,則會因三種策略而有不同出價,由平均願付價格相關數據研判,分別為11,860元、11,544元及11,457元。降價策略出價最高,舊機換新機策略次之,延長保固策略最低,亦即廠商要促銷加值功能GPS時,優先採用之策略應以降價策略優先考慮。 四、就國內品牌與國外品牌分群而言,其平均願付價格分別為10,813元及12,054元,基本、加值及豪華功能均在5%顯著水準下存在顯著差異。意謂,受訪者對於國內品牌與國外品牌之基本、加值及豪華功能之GPS,其出價行為會因國內品牌與國外品牌而有顯著差異。因此,國內GPS廠商在進行產品定價時,需將國外相關競爭品價格納入考量。 五、就公司貨及水貨而言,其願付價格分別為11,645元及11,358元,公司貨略高於水貨平均願付價格。基本功能與豪華功能並無顯著差異,但加值功能在5%顯著水準下,公司貨之平均願付價格將明顯高於水貨平均價值。意謂消費者對於公司貨及水貨中價位GPS導航系統在願付價格上有顯著差異,因此,對於由不同通路進貨之店家而言,可考慮在中價位GPS導航系統產品上進行價格區隔。 六、就嵌入式車機、手持式純GPS與GPS PDA、手機而言,其願付價格分別為11,165元、11,896元及10,667元。經由檢定,三者平均願付價格在1%顯著水準下,存在顯著差異。意謂受訪者在面對此三種GPS導航系統產品時,會有顯著不同之願付價格。就三者平均願付價格檢定,除基本功能無顯著差異外,其他加值功能及豪華功能分別於1%及5%顯著水準下存在顯著差異。換言之,當廠商銷售具有加值功能及豪華功能之嵌入式車機、手持式純GPS及GPS PDA、手機時,則可依照產品型式不同,給予不同之定價。
In recent years, new technologies have been massively used in the creation and improvement of travel information product, among them, GPS is one of the important applications, and these travel information products have effectively enhanced tourist's welfare. In this study, the major benefits generated on the tourists because of the use of the GPS will be evaluated. Through the use of travel cost method, the opportunity cost of the travel time of the tourist is estimated; meanwhile, through the value estimation of the travel time, the benefits of the saving of the transportation time for a trip through the use of the GPS is evaluated, and the recreational benefits through the use of GPS is evaluated through contingent valuation method. In addition, since consumer's willingness to pay might be different depending on different promotional strategy, marketing channel and products; therefore, through this study, the consumer's willingness to pay at different promotional strategy will be estimated and whether obvious significantly different will be tested. The major results of this research are as in the followings: 1. In the explanation variable of the recreational benefits, it is found in the research that the symbol performance roughly matches the expected symbol; when the GPS product is supplied with value-added function or luxury function, the person under interview would have a higher chance to pay; meanwhile, the chance the person under interview would like to pay will get reduced as the price of the GPS product is increased; the person under interview would have a higher chance to pay when the person has outdoor activity as his/her major hobby, or when the person has a higher chance to get lost, or the person has a higher tendency to accept new product, or the person has a higher income. 2. In the group division between the user and the potential user, the average price that the user would be willing to pay is about 11,456 NT dollars and the average price the potential user would be willing to pay is about 11,600 NT dollars; in the willingness to pay for a GPS with only the basic functions, the difference between both type of users have a statistical difference of below 10% significant level; however, in the value-added function and luxury function aspect, there is no significant difference between the user and the potential user. In other words, when the supplier is about to open new customer sources, the supplier can use different pricing method to attract new customers to buying GPS with only the basic functions. 3. In the three different marketing strategies of: the price reduction strategy, the warranty extension strategy and the old equipment exchange for new strategy, the reactions from the persons under interview when facing with these three strategies are investigated. For the purchasers of GPS with only the basic functions and the purchasers of GPS with luxury functions, they do not tend to offer different prices in face of the three different marketing strategies; however, for the purchasers of the value-added GPS, they will tend to offer different prices in face of the three different strategies; From the average willingness to pay and related data, the prices that the purchasers of GPS with only the basic functions, the purchasers of GPS with luxury functions and the purchasers of the value-added GPS are respectively 11,860, 11,544 and 11,457 NT dollars. It can be seen that the price reduction strategy receives the highest price offer, the old equipment exchange for new strategy receives the next highest price offer and the warranty extension strategy receives the lowest price offer; that is, when the supplier is to promote the GPS with value-added function, the strategy to be adopted in first priority should be the price reduction strategy. 4. In the aspect of group division between domestic brand and foreign brand, the average willingness to pay are respectively 10,813 and 12,054 NT dollars, and there is no significant difference among GPS with basic, value-added and luxury functions of below 5% significant level. That is to say, in view of the basic, value-added and luxury functions of domestic and foreign brand GPS, and the price offering behavior of persons under interview will have obvious difference according to domestic or foreign brand. Therefore, when domestic GPS suppliers are fixing prices, the price of foreign related competitive products should be taken into account. 5. For the products acquired from the brand company and products acquired from parallel import, the willingness to pay are respectively 11,645 and 11,358 NT dollars, that is, the price of product acquired from the brand company is a little bit higher than the price of the product acquired from parallel import. For GPS with basic functions and luxury functions, there is no obvious difference in the willingness to pay, but the average willingness to pay for the product acquired from the brand company is obviously higher than the price of the product acquired from parallel import, with a statistical difference of below 5% significant level. This means that there is an obvious difference between the willingness to pay by the consumer on the medium price GPS acquired from the brand company from the product acquired from parallel import. Therefore, for the companies that have product coming in from different distribution channels, they can consider to put price partition on medium price GPS. 6. For embedded type automobile GPS, pure handheld GPS and GPS PDA or mobile, the willingness to pay is respectively 11,165, 11,896 and 10,667 NT dollars. From inspection, it can be seen that an obvious difference exists among the average willingness to pay of these three types of GPS of below 1% significant level. This means that person under interview will have an obviously different willingness to pay when facing these three types of GPS product. If we inspect the average willingness to pay of these three types of GPS, except that there is no obvious difference in GPS with the basic function, there are obvious differences for GPS with value-added function and GPS with luxury function of below 1% and 5% significant levels respectively. In other words, when the supplier sells embedded type automobile equipment with value-added function and luxury function, pure handheld GPS, GPS PDA or mobile, the product can be given different prices according to the differences in the product types.
URI: http://hdl.handle.net/11455/28055
其他識別: U0005-3007200715020600
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-3007200715020600
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