從行銷通路及購買便利性探討珍珠奶茶銷售量與購買次數之研究-以2008年中國奶製品污染事件為干擾變數

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/19660

Title:	從行銷通路及購買便利性探討珍珠奶茶銷售量與購買次數之研究-以2008年中國奶製品污染事件為干擾變數 The Research of Marketing Channel and Purchasing Convenience
Authors:	廖正民
Contributors:	觀光休閒事業管理研究所碩士在職專班
Date:	2008
Issue Date:	2011-08-03 14:17:28 (UTC+8)
Abstract:	本研究是從行銷通路及購買便利性探討珍珠奶茶銷售量與購買次數，並以2008年中國奶製品污染事件為干擾變數探討期間的關係，經由間接文獻之引用及邏輯之推理，來瞭解核心的問題。本研究是透過對業者以深入訪談的方式，對消費者以問卷的方式來瞭解行銷通路及購買便利性對珍珠奶茶銷售量與購買次數的關係。訪談對象為門市店長，總公司相關人員，供應商，…等共九人。本研究問卷對象購買過休閒小站、50嵐、鮮芋仙，的珍珠奶茶的消費者，本研究共發出450份問卷，回收問卷450份，有效問卷431份，無效問卷19份。實證調查發現，由業者相關人員的深入訪談後得到行銷通路與珍珠奶茶銷售量是呈正相關，亦為行銷通路越多則珍珠奶茶銷售量越大。由消費者問卷調查發現，購買便利性與珍珠奶茶購買次數呈正相關，亦為便利性越大則購買珍珠奶茶的次數越多。2008年中國奶製品污染事件對業者的行銷通路與珍珠奶茶銷售量，在當時是有影響的珍珠奶茶的業績下滑許多故呈負相關，至今已不受影響。此事件在發生當時有許多的消費者不敢購買珍珠奶茶，故購買便利性與珍珠奶茶購買次數的關係，在當時具有負相關，至今已不受影響。 This research explores how the marketing channel and purchasing convenience to affect the sales and purchasing frequency of Bubble Tea. It also adopts the case of China’s polluted milk product in 2008 as a moderator. By quoting indirect literature and logical inference, we find out that it is worth a while to clarify the relationship between them. This research is conducted by interviewing the businesses operators and taking questionnaires survey to customers to clarify the relationship between marketing channel and purchasing convenience on the sales and purchasing frequency of Bubble Tea. There are 9 interviewees as store manager, related personnel in head office, and supplier...etc. About 450 questionnaires are delivered on customers of Easyways, 50lan, and Meet Fresh…etc. There are 431 valid return samples and 19 invalid samples. Through interview, it point out that there is a positive significant correlation between marketing channel and sales on Bubble Tea. If there were more marketing channel, the sales on Bubble Tea would be greater. From the questionnaire survey, the relationship between purchasing convenience and purchasing frequency is also positive significant correlation. The frequency of purchasing Bubble Tea will be increase if it was more convenient for them. In 2008, China’s polluted milk product did reduce the sales of Bubble Tea. Customers decrease their purchase intention on Bubble Tea. The relationship between marketing channel and sales or purchasing convenience and purchasing frequency during this period of time is negative significant correlation. But this situation does no longer exist.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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