The main purpose of the study is to compare the differences of marketing strategies of the two-dimension classification, which classified by degree of customization and benefit duration period. And to explore the influences of the strategic selection of the services industries by different organization¡¦s features and different strategies maker¡¦s characters.
The research takes eight industries as population to investigate their marketing strategies. After collected, the data is processed with frequency analysis, factor analysis, discriminant analysis, one-way ANOVA, and two-way ANOVA. The key findings are:
1. The result indicates that two dimension classification method is more efficiently to reflect the differences of the marketing strategic between different taxonomies of service.
2. Service of ¡§high degree of customization and long benefit duration period¡¨ focuses on the marketing strategies such as ¡§public relationship strategy,¡¨ ¡§strategy of emphasizing the importance of employees,¡¨ and ¡§building the intangible quality image strategy, The strategies such as ¡§low price strategy,¡¨ ¡§advertisement strategy,¡¨ and ¡§non-personal promotion,¡¨ which only can bringing short-term effect, are hardly used.
3. Service of ¡§low degree of customization and short benefit duration period¡¨ is just the opposite, emphasizing the strategies which can bring the instant effect.
4. Service of ¡§high degree of customization and short benefit duration period¡¨ prefers the use of ¡§strategy under smoothing the unbalance of supply and demand.¡¨
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0622100-103620 |
| Date | 22 June 2000 |
| Creators | Liu, Hien-Wei |
| Contributors | none, Jacob Y.H.,Jou, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0622100-103620 |
| Rights | unrestricted, Copyright information available at source archive |
Page generated in 0.0019 seconds