The purpose of this study was to examine the marketing strategy used by Pernond Ricard to promote popular liquors in the low¡Bmid and high price categories¡Cthe study divided 9 products into 3 price segments¡Cthis research study used individual in-depth interviews in order to understand the marketing strategy and operational practices of the business model¡CAnalyses indicated that their marketing strategy STP and 4Ps¡Athe key elements of their marketing strategy are people¡Bpromotion¡Bchannel¡Bproduct and price strategies¡C Finally¡Asuggestions for Pernond Ricards¡¦ marketing strategy are as follows¡G (1) Different price segmentation should be more focused on different target groups¡C (2) Must understand the local consumer¡¦s behavior and usage habits in order to satisfy their needs¡C (3) Customize their products and services for each individual target customer segment¡C Lastly¡Athis research study will propose the marketing strategy and suggestions for future research directions¡C

Industrial furnace is very important production equipment for industrial enterprises. Its performance will directly affect the efficiency and effectiveness of enterprises in manufacturing industry, even change the competitive advantage of the organization. To achieve more high quality and synergy, there is a need to have an integrated industrial furnace system that may compose of industrial furnaces, network, computer automatic control, intelligent software, and decision support technical. The integrated industrial furnace system takes the place of the traditionally single and dummy industrial furnace gradually. The importance of the integrated industrial furnace system to the enterprise is increased dramatically. With the change of market focus from production-orientation to customer-orientation, more and more companies realize the importance of the strategy of market segment and position. ¡§The small market segment¡¨ and ¡§unease of standardization¡¨ (high customization) are major characteristics in the industrial furnace industry. Therefore, the market and position strategy is the critical successful factor for the furnace industry in addition to technical excellence. Taiwanese industrial furnace companies are becoming global business recently. This research will focus on exploring the market and position strategy of furnace industry from a global perspective. This research will combine qualitative and quantitative methods. First, we will adopt literature review, in-depth interview, and focus-group interview with suppliers, customers, scholars, market analysts, and economic officials to develop two measure instruments: the supplier strategy measure and customer preference and selection criterion measure. Second, we will survey via questionnaires, and test reliabilities and validities of the both measures conscientiously. Finally, we formally mail validated questionnaires to suppliers and customers in the industrial furnaces industry. Based on multivariate analysis, factor analysis, cluster analysis, and multi-dimensional scaling, we will provide insights and suggestion about integrated industrial furnace system industry: 1.The strategy patterns of industrial furnace suppliers 2.The selection criterion of industrial furnace in a broad customer perspective 3.The grouping of customers and supplier in the integrated industrial furnace system industry. 4.The perceptual map of major suppliers in the integrated industrial furnace system industry 5.The strategy, market segment, and position current analysis and future suggestions

Health and wellness are two buzzwords making their presence known in a variety of industries including hospitality, tourism, food and beverage and, leisure among others. As the obesity epidemic continues to be at the forefront of people's minds, health and wellness are topics that cannot be overlooked by the tourism and leisure industries. Due to the popularity of American's wanting to live more healthy and active lifestyles the average tourism consumer has changed considerably. The values of American tourists have altered from those of the past and now the tourism industry finds itself attempting to meet the needs and wants of this large and emerging health and wellness market. The purpose of this study is to determine whether there are different groups (market segments) of travelers based on their self proclaimed travel behavior. Using a factor-cluster market segmentation approach, this study attempted to delineate the segments of the U.S. traveling public. Based on four healthy living attitudes factors, cluster analysis was employed to identify similar respondents based on their attitudes towards healthy living. The findings show that there are two distinct groups: High Health Conscious and Low Health Conscious. Gender was shown to be statistically significant between the two groups. The study concludes with marketing implications of the study results, limitations, and suggestions for future research. / Master of Science

By using the E.B.M model, this research sets the traditional tea consumer behavior for dependent variable, demographics and life style variables for independent variable to form the research structure. We ran a statistic analysis for the data that is proceeding purposive sampling to the traditional tea drinkers and examed it. The research mainly discusses the concern with the life style and tea consumer behavior in Kaohsiung area. The results show that the life style factors of Kaohsiung tea drinkers consist of ¡§strict budgeting¡¨¡B¡§traditional home¡¨¡B¡§fashion & extrovert¡¨¡B¡§health & leisure¡¨. By the result of factor analysis, we devided the Kaohsiung tea drinkers to four groups: ¡§canny & balance ¡¨¡B¡§conservative & traditional¡¨¡B¡§sensitive ¡¨¡B¡§casual ¡¨. Each cluster has a significant difference between marriage status¡Bsex¡Bage¡Baveragely monthly income¡Beducation and occupation. According to those five parts of consumer behavior, the business can adjust its marketing strategies by aiming at what the consumers are most interested in. For example, the business can supply different tastes of tea for different groups and satisfy a large number of consumers to increase the sales volume. The promotion of ¡§ tea art¡¨ attracts consumers and creates higher consumer demand. Business can take advantage of mass media to reinforce marketing channel and make the business go up. According to the analysis result, there are some suggestions for different groups. Consumers who are married, over 30 years old, income of 10 to 50 thousand dollars, education under collage, most of them belong to a group which has more sensitive and higher willing for bargaining and the firm should always focus on the pricing strategy. Consumers who are unmarried, under 30 years old, income under 10 thousand dollars, education of collage and above, belong to the group which named casual. Consumers of this group care about to have good interpersonal relationship and healthy lives more than other groups. Consumers who are 21 to 30 years old, income over 80 thousand dollars, education of collage, occupation of self-employment, sex of male, belong to the group which named ¡§canny & balance ¡¨. Consumers of this group care about all the items equally. Consumers who are unmarried, 21 to 30 years old, income of 30 to 50 thousand dollars or under 10 thousand dollars, education of collage, sex of female, belong to the group which named ¡§conservative & traditional¡¨. Consumers of this group are used to go to the same store for purchasing and they have higher brand loyalty than other groups. To sum up, the business should make different marketing strategies for different clusters.

The market that Taiwanese travel abroad is ripening gradually, especially after the rise of information science, technology and e-commerce. The information about travel products is transparent day by day, the ecology of travel agencies change too; though the number of people going abroad still grows up, but the profit of the travel agencies is dropping constantly. When the management of other industries have already entered ¡§the era of the meager profit¡¨, in fact the travel agencies have already entered the market of ¡§the slight profit ¡§, so the travel agencies are in a highly competitive environment invariably . However, how to evaluate the competitive environment and the essence of the competition effectively? To set up the unique and constant advantage and to start up the enterprise for a long time and lucrative growing up, will be the key for the enterprise to sustain in an unassailable position and to continue existing in the market, it¡¦s also the main purpose to conduct this study. The result of this study shows that under the external competition, if the travel agencies want to build up the competitive advantage from 6 dimensions among the same trade; Including products advantage dimension, brand advantage dimension, service advantage dimension, human resource advantage dimension, cost advantage dimension and price advantage dimension, the travel agencies must to analyze the resources and abilities they have internally; this paper takes a case study of Club Med in Taiwan and use the model and framework which was created by this study to explore the core competency, competitive strategy and competitive advantages of Club Med. Therefore, the main contribution of this study is to create ¡§The model of enterprise setting up the competitive advantage¡¨. Besides this key finding, there are some conclusions as following, which can be regarded as a reference by the travel agencies: 1. Travel agencies should enhance their core resources and abilities as valuable, rare, costly-to-imitate and non-substitutable capabilities, to create the sustainable competitive advantage. 2. Though the future development of the travel agencies will move towards the trend of the maximization or the minimization, but regardless the scale, the core competencies still the key success factors for a travel agent to sustain in the highly competitive environments. 3. Most of the travel agents in Taiwan belong to small and medium-sized enterprises, although they are not able to build up the advantage overall at brand, products, manpower, service, cost and price, but they must at least have one or two competitive advantages, such as products and service, if the travel agent own the unique products and differentiate service, even it¡¦s a small agent, still can compete with the competitors. 4. Even though the case company has the competitive advantage on brand image, case company still need to take the growth strategy to increase new market segments for growing up, and to take the differentiation strategy to develop the products and service which are suitable to the target audiences¡¦ need, to enhance the network with supplier's airline and distributor's travel agent, to strengthen the managerial ability of its holiday village continuously and to improve the service quality in order to obtain higher competition advantage .

The theoretical part covers general market segmentation, namely the marketing importance of differences among consumers, the essence of market segmentation, its main conditions and the process of segmentation, which consists of four consecutive phases - defining the market, determining important criteria, uncovering segments and developing segment profiles. The segmentation criteria, segmentation approaches, methods and techniques for the process of market segmentation are also described in the thesis. The practical part is focused on infant food market analysis and segmentation. It includes secondary as well as primary research and data analysis, which provides the basis for uncovering 3 segments, and for which I designed suitable marketing recommendations. The aim of the thesis is to analyze the infant food market, uncovering segments on this market, developing segment profiles, and proposing an appropriate marketing approach.

The aim of the diploma thesis is to process the development in the average market prices of real estate in other segments of the real estate market and to assess whether and how the development of the prices of various types of real estate differs between years 2005 and 2010. The literature research focuses primarily on the explanation of the basic concepts, the analysis of the market and the segment of the real estate market. The real estate valuation methodology and the factors affecting the price of real estate. Before proceeding, I determined a methodological order consisting of an identification of the individual characteristics of the selected areas, a market analysis in the selected segment, a methodology of obtaining prices within a specified period and the ways of evaluation of the data obtained. The research is based on my personal experience in the field of the real estate market. This experience allowed me to track the movement of the real estate prices in the different segments of the real estate market. I focused on the situation of cities Prachatice, Vimperk and Strakonice. In conclusion, I tried to identify the factors that affected the real estate prices from the long term point of view, with an emphasis on the impact of the economic crisis.

近年來，我國壽險市場受美國三０一法案的脅迫，對美商做適度的開放， 每年准許兩家進入我保險市場。自民國七十六年財政部核准第一家美商公 司安泰人壽起，到目前為止陸續已有十三家外商壽險公司在台成立分公司 ，雖然外商壽險公司市場佔有率僅約６％左右（註一），對整個市場而言 未成氣候，但根據國內學者研究指出，外商公司給一般民眾的感覺較清新 （註二），許多專家學者認為，雖然美商公司的業務目前不致於威脅本國 公司，但形象方面卻扶搖直上，不容忽視。（註三）一般來講產品是一家 公司所能提供給客戶的勞務(service) 或商品 ( goods)，它是交易活動 中的主體。以壽險公司而言，基於法令上的限制，其所能提供的產品限於 壽險、健康險及傷害險三方面。在民國六十年到民國七十年間，我國壽險 公司大多提供含儲蓄型性質的險種，其中以生死合險最具代表性（註五） ，使得當時市場上的產品策略大多採取販售此險種為主。而健康險及傷害 險在這段期間的市場佔有率，平均不到百分之十（註六）。但在民國七十 年後，健康險和傷害險的市場佔有率快速增加，尤其在民國七十六年以後 更是突出（註七），也因此，使我們聯想到是否因外商公司進入我國市場 所導致的結果？而這種結果是否促使本國壽險公司改變其產品策略？本國 壽險公司和外商壽險公司的產品策略是否有差異？這是本研究的研究動機 與目的。總而言之，本研究之目的即在瞭解以下之問題：（一）本國壽險 公司和外商壽險公司之「市場區隔策略」是否有差異？（二）本國壽險公 司和外商壽險公司之「產品策略」是否有差 異？（三）本國壽險公司和 外商壽險公司之「新產品策略」是否有差異？ （四）本國壽險公司 和外商壽險公司之「服務策略」是否有差異？（五）「市場區隔策略」、 「產品策略」、「新產品策略」和「服務策略」是否因各人和公司背景資 料之不同而有所差異？（六）外商進入前和進入後，本國壽險公司在「市 場區隔策略」、「產品策略」、「新產品策略」和「服務策略」之 差異 ？ The Market Segmentatin and Prduct Strategy Compared

Forskningen om digitala nomader i turismsammanhang har främst fokuserat på att förstå och definiera fenomenet. Dock finns det begränsad forskning gällande digitala nomader på destinationsnivå. Denna studie belyser digitala nomader och hur de resonerar kring val av destination. Studien har en kvalitativ ansats där åtta semistrukturerade intervjuer utförts samt en netnografisk studie på det sociala forumet Reddit. Därefter har en tematisk analys applicerats på den insamlade empirin. Som resultat har nio teman identifierats. Ur dessa teman har, bland annat, krav och preferenser på en destination, sociala aspekter och ekonomiska anpassningar visat sig relevanta i val av destination hos digitala nomader. En viktig aspekt som framkommit genom samtliga delar i studien är det karaktärsdrag hos digitala nomader som kombinerar jobb och fritid under resan. Som resultat till detta kan det konstateras att detta segment har mer specifika krav på destinationer. Destinationer ska därför fungera både i en social aspekt, som arbetsplats och som en fritidsarena. Avslutningsvis föreslås vidare forskning för att skapa en större förståelse för detta segments resmönster och tillfälliga hemmiljöer. / Digital nomadism in tourism research has focused on understanding and defining this phenomenon. However, little research has been conducted on the connection between digital nomads and their destination choices. Based on a qualitative approach with combined interview and netnographic methods, this paper aims to illustrate digital nomads and the factors influencing e their choice of destination. A thematic analysis was applied to the collected data, resulting in the identification of nine themes. Preferences and demands in a destination, personal finances, and social aspects, amongst others, are some of the factors that have an impact on destination choice for digital nomads. A key characteristic found throughout the study is the leisure and business combination that digital nomads have in their way of traveling. As a result, it can be ascertained that this market segment has precise demands on destinations. Destinations must therefore serve as an arena for remote work, networking, and leisure. Lastly, suggestions for further research are presented in two areas: to create a better understating of this segment’s travel patterns and their use of temporary bases as home environments.

La tesi es planteja en quina mesura l'estructura de la xarxa social existent en un districte turístic entre els diferents actors que la conformen, i la posició que aquests ocupen en la mateixa, afecta a la estacionalitat de la demanda hotelera del districte. S'assumeix que els fluxos d'informació i coneixement entre els actors del districte, i també entre aquests i d'altres actors externs determinaran la seva capacitat d'innovació, i per tant, la seva capacitat de creació de nous productes i ofertes turístiques capaces d'atraure turistes fora de la temporada alta. Així, es pretén analitzar si els hotels millor posicionats dins de l'estructura de relacions d'un districte turístic d'àmbit comarcal es corresponen amb els que presenten una millor estacionalitat en termes d'allargament de la temporada, de mesos d'obertura i de millora de l'ocupació en els dos darrers períodes. Addicionalment, s'analitza en quina mesura els segments de mercat turístic als que els hotels dirigeixen els seus esforços expliquen les diferencies d'estacionalitat entre ells. / The thesis analyses how the structure of a social network and the position held by actors within it affect the seasonality and hotel demand within a specific tourist district.It assumes that the information and knowledge shared between the actors in the area, and also between these and other external actors, determines their capacity for innovation, and therefore their capacity for creating new products and tourist offers capable of attracting tourists outside the high season. Thus, I have analysed if the hotels which are better connected within a specific tourist district correspond to those which have less seasonality in terms of the following: a longer tourist season (i.e. open more months of the year); a higher occupancy rate in the shoulder seasons; and an improvement in seasonality over time. In addition, the thesis analyses the degree to which the segments of the tourist market targeted by the hotel industry explain the differences in seasonality between them.