| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 93 === Abstract
Facing the fast technological evolution and the fierce industrial competition, manufacturers are developing much more functions and specifications into their products beyond consumers’ actual needs. Market players pay extra in adopting the most advanced technologies while ignoring what the consumers require.
The objective of this research is providing a methodology to thoroughly investigating product characteristics and to better understanding how much the consumers are willing to pay for each product characteristic. This research also further analyzes the market segmentation according to geographic, demographic and behavior variables. Based on this research, market players would be able to develop more consumer-oriented marketing and R&D strategies.
Results of this research show that digital camera market can be broken down into smaller segments. The author finds out six product characteristics having significant relation with consumer’s favorable prices, including image quality (no. of pixels), continuous shooting feature, hotshoe facility, direct connection to the photo printers, agent commodities and multiple power supply. Those characteristics thus should be strategically focused on when market players developing digital cameras. There are also four critical factors driving repetitive purchases, including satisfactory levels of all featured function, resolution, reliability and after-service.
There are indeed managerial values and applications of this research to providing corporations with valuable knowledge for developing viable marketing and R&D strategies.
Keywords：Digital Still Camera, market segmentation,
hedonic price,product characteristics,
characterized needs.
|
|---|
