| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 97 === With the progress in technology and high-definition image development, in order to grab the huge share in video market, most of vendors keep launching new products and technology to fulfill customers’ expectation. Large size is not the only criterion for LCD TV and PDP TV. Now customers pay more attentions on high-definition image & video. Current DVD cannot meet customers’ requirement anymore. Under this circumstance, there are more demands for Blu-ray technology. Recently, BD Player has become hot and potential products in consumer-electronics market for its excellent support in high-definition video/image, multiple audio format and higher storage capacity, up to 50GB. The format of Blu-ray disc had been confirmed on 2008. It is estimated that with the release of final format, the market of BD player will be definitely blossom. The purpose of this study is to understand what kind criterions are crucial to customers for BD player. Based on these criterions, this thesis would like to confirm whether lifestyle can be used as the segmentation to distinguish target customers. By having proper description for the target customers in different segments, it is hope that this thesis can provide some valuable information and reference for vendors in their marketing strategy.
The Study adopts Roger’s “innovation adoption process” model as basis. AIO lifestyle variable is used as the basic structure for market segmentation; then, input another two variables, product property and population statistics, for the evaluation. By doing so, we are examining whtehre there is any siginificant difference between consumers’ characteristics and their behaviors. The study objects are residents in Taipei area.
Based on the study result, potential consumers for BD Player can be divided into three groups: “pinch pennies”, “pragmatic” and “social”. There are significant differences for each group in population statistics, information source, function preference, interest, and criterions for product property.
Keywords: Life style, Blu-ray Disc Player, Innovation adoption, Market Segmentation.
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