| Summary: | 碩士 === 世新大學 === 傳播研究所 === 89 === In decade, the “Single-copy Sales” Newspaper Markets are gradually became leading role as the trend of continued grown in the whole Newspaper distribution activities, the critical reason is the change of urbanization-Lifestyle in Taiwan and standing in great numbers of chain convenience store. The competition of Newspaper environments after lifted the Taiwan’s Newspaper Deregulation Acts, it prompt Newspaper medium to regard as “goods”, and the readers regard as “consumers”, therefore, Newspaper must be marketed as “goods” with situation.
This study intend to probe into the competition of “Single-copy sales” Newspaper Markets from Marketing 4Ps：product, price, place, promotion, as the background of “price difference” period in Taiwan Newspaper Markets. And researches the specific of the “Single-copy sales” consumers in demographic variables, Lifestyle variables, buying decision factors variables and consumer behavior, to understand the Marketing strategy of “Single-copy sales” Newspaper Markets and “Single-copy purchases” consumer’s behavior.
The object of this study is the “Single-copy sales” Newspaper Markets in Taipei area. It try to adopts “in-depth interviews” and “questionnaire survey” at both of Newspaper office supervisor and general consumers, to analysis “Single-copy sales” marketing-mix strategy, therefore, this study try to portray the complete picture of “Single-copy sales” Newspaper Markets in Taipei area.
The results is as follows:
1. It shows significant difference between diversity of demographic variables and consumer behavior.
2. It shows significant difference between diversity of demographic variables and buying decision factors.
3. It shows significant difference between diversity of Lifestyle variables and consumer behavior.
4. It shows significant difference between diversity of Lifestyle variables and buying decision factors.
5. It shows significant difference between diversity of buying decision factors variables and consumer behavior.
The conclusion reveals consumers to pay much attention to the factor of product, but make no distinction between factors of price and promotion. In mentally, consumer’s buying decision factors are “product” and “promotion”. On these grounds, to planning a “Integrated Marketing Project” which combine promotion with news and contents are the best Marketing strategy that keep “consumer-oriented” in mind and stick to it.
This study aims to approach consumer behavior and “Single-copy sales” Newspaper Marketing strategy by these researches of theories, interviews and questionnaire, to provide suggestions for decision-making of Newspaper Marketing strategy and researchers who have great interest, also expect to offer some contribution for development of “Single-copy sales” Newspaper Markets.
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