| Summary: | 碩士 === 淡江大學 === 管理科學研究所碩士班 === 96 === Since the appearance of the video game console, people have another new choice in selecting recreation. Among many video game consoles, the spring up of Nintendo’s Wii which is overmastering Microsoft’s Xbox360 and Sony’s PS3,creating blue oceans market, and becoming an aristocrat of the video game consoles world. The past studies were analyzing in strategies, innovation and value web. Nevertheless, this study is the first time using the way of questionnaires to investigate the success reasons of Nintendo’s Wii. On the other hand, this study tries to understand the buying behavior and motivation from customers’ sides, and analyzes whether the market segmentation among the buying people exist or not. This study uses the demographic variables to be the descriptive variables, and uses the lifestyle to be the market segmentation’s base. Otherwise, the framework of this study uses the E-K-B model. Finally, according to the analysis, this study will propose the marketing strategies as well give the results and practical advises to Nintendo’s Wii.
The study area is Taiwan’s residents who bought Nintendo’s Wii before. There are no restrictions in ages and sexual, etc. The finding discovered that there are four clusters in buying Nintendo’s Wii. Those are respectively energetic-independent type, mature type, openhearted type and me-too type. The obvious differences are product attributes, sexual, the buying place and the reason of selecting buying place of Nintendo’s Wii, and there are no obvious differences in other sides. Because there are differences between every cluster, such as store factor, innovation-recreation and video game disc factor, Nintendo’s Wii could notice the three factors, and understand how to catch the customers’ eye and let them have the want to buy, further let the sales get higher and higher.
Nintendo’s Wii doesn’t have the official vision in Taiwan. Therefore the study quite has the reference value in the marketing aspect and provides another new thinking for the future official vision.
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