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    题名: 新產品上市活動對競食效果之影響
    作者: 鄭竹君
    Cheng Chu-Chuan
    贡献者: 陳建維
    Chen Chien-Wei
    鄭竹君
    Cheng Chu-Chuan
    关键词: 競食效果
    新產品上市行銷活動
    新產品定價
    新產品上市促銷努力
    新產品預告時間
    日期: 2002
    上传时间: 2009-09-18 14:07:21 (UTC+8)
    摘要: 本篇論文主要探討新產品上市行銷活動中的新舊產品定價相近程度、新產品上市促銷努力程度、與新產品預告時間對競食效果之影響，並瞭解在不同市場競爭強度下，這些變數對競食效果之影響程度有何差異。若確認市場競爭強度對競食效果具有干擾性的影響，則廠商在新產品上市時就可以此為依據，選擇不同的上市行銷活動以達成其策略目標。

    本研究以天下雜誌2001年一千大企業調查光碟旗艦版中『製造業』部分為研究對象，用問卷調查方式收集資料，以瞭解在不同市場競爭強度下，新產品上市活動對競食效果之關係。研究結果發現如下：

    1.『在高市場競爭強度下，新舊產品間定價相近對競食效果的正向關係越強』在研究中獲得支持，但新舊產品間定價相近與競食效果間存在正向關係則未獲證實。
    2.『在高市場競爭強度下，新產品上市預告時間對競食效果的正向關係越強』在研究中獲得支持，但『新產品上市預告時間越早，則競食效果越大』之關係並不顯著。
    3.『在高市場競爭強度下，新產品上市促銷努力程度對競食效果的正向關係越弱』在研究中獲得支持，但新產品上市促銷努力程度與競食效果間的正向關係則並不明顯。
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    描述: 碩士
    國立政治大學
    國際經營與貿易研究所
    90351034
    91
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0090351034
    数据类型: thesis
    显示于类别:[國際經營與貿易學系 ] 學位論文

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