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总体环境与社会文化因素对零售业行销策略之影响 -以马来西亚及台湾屈臣氏为例

【中文摘要】:随着国内竞争者的增加及被压缩的市场,许多零售业採取了国际化的策略把自身产业的市场开拓至其他国家。然而,在其他国家进行市场开拓时则必须面对有别与自身国家的总体环境,例如政治、经济、社会文化、科技、法律及环境的因素。企业在进行国际市场的开拓时会进行风险评估以了解该国的总体环境、市场的优缺点、及潜在之风险。为了在该国总体环

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境之下生存,企业则有必要进行相对应之行销策略以达到期望的绩效。
本研究目的为探讨马来西亚及台湾两地经营环境,包括经济、文化、政治、法律之异同对企业的行销策略影响及比较两国屈臣氏消费者的消费行为行为,若零售企业所採用之行销策略符合当地之总体环境,则反映在企业的绩效上。
研究方法是以Marketline的PESTLE分析结果比较台湾及马来西亚的总体环境及透过消费者问卷的发放了解两国消费者的组成及消费行为,再以这两项结果来检视比对两国屈臣氏现行之行销策略是否符合当国之总体环境,最后检视所使用之行销策略是否有助于企业绩效的提升。
本研究发现两国的消费者对于经济、文化及屈臣氏所使用之对应行销策略的看法有显着的差异,同时两国的消费组成也显着影响了消费者对于行销策略的看法。另外,透过屈臣氏相关文献及董事经理访谈的节录,本研究亦发现两国屈臣氏使用了不同的行销策略及行销导向。因此,本研究结果支持国家总体环境将

没时间修改论文,不用担心,文懂论文网修改论文专业,放心,先修改,后付钱

影响国际化企业所使用之行销策略。若一个企业望从陌生的市场中获得利益,则必须考量该国家的总体环境
【英文摘要】:Due to the competitive industry, a lot of retailers have gone through globalization to extend their opportunity towards global market. However, during the exploitation of a new market in a different country, a company may faces a totally different macro-environment, for instance differences in political environment factor, socio-cultures factor, technology factor, legal factor and environment factor. In order to obtain the most benefits out of a stranger market, there is a need to plan out marketing strategies that correspond with the macro-environment. This study has proposed that, economic factors, cultural factors and demographic factors have significant effects on the consumer behaviors, thus retailer will plan out marketing strategy that correspond with the macro-environment factors. Furthermore, proper marketing strategies that suit the macro-environment can generate revenue for the retailer. This study was based on Taiwan and Malaysia A.S. Watson Pharmaceutical Store. Marketline’s PESTLE analysis was used to investigate the differences between macro-environment of Taiwan and Malaysia, while consumer surveys was carried out in the form of questionnaire to investigate the consumer behaviors differences between countries. The results of these two investigations were used to study the marketing strategies that were used by A. S. Watson Pharmaceutical Store of respective country. This study found that countries’ macro-environment has significant effects on consumer’s behaviors. In order to correspond with the macro-environment differences, A. S. Watson Pharmaceutical Store of respective country has taken a different approach on marketing strategy, for instance Taiwan Watson Pharmaceutical Store focused on the promotional activity, new stores opening in the city, introduction of new products and the development of e-commerce. While for Malaysia, the marketing approach is more towards the development of the

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brand image, store opening that focus on the consumer demographic and populations, as well as the improvements on purchasing environment. This study has showed that macro-environment plays an important factor in the globalization and marketing strategy of a retailer.
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  • 来源:中山大学;作者:叶惠娟
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