從銷售角度看，目前音樂錄音市場中的CD已漸趨式微，而曾被CD逼向日薄西山的黑膠，反而自數年前起異軍突起，目前已和數位下載有不相上下的成長率。黑膠持續存在市場的原因，是因為數位的音質無法令聽覺敏感者滿意，加上近年來，黑膠的價格在市場競爭下，不若以往高不可攀，也讓許多年輕族群趨之若鶩。本研究著重黑膠市場復興之行銷策略，並且從「購買動機」、「認知價值」、「服務品質」、「顧客滿意度」以及「顧客忠誠度」作研究變數，檢視個案「古碟公司」銷售黑膠營運策略。研究目的有五點：（一）探討購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之意涵。（二）檢定購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面之關係。（三）探究人口統計項與購買動機、認知價值、服務品質對顧客滿意度及顧客忠誠度構面是否具有顯著差異性。（四）檢定顧客滿意度對顧客忠誠度是否具有顯著差異性。（五）依據量化與質化的研究，對古碟公司提出行銷策略建議。
本研究主要調查對象為到誠品音樂館購買黑膠的消費者，由於黑膠市場屬於小眾市場，問卷樣本相當有限，經誠品音樂館北中南店長鼎力協助，總共蒐集到有效樣本100份。研究結果發現：購買黑膠之顧客最為重視的是「認知價值」，其中又以「商譽」「行為與貨幣價值」最為重視。
最後，本研究針對古碟公司提出七點建議，期盼研究能與實務作出結合。
關鍵字：黑膠、誠品音樂館、購買動機、認知價值、服務品質、顧客滿意度、顧客忠誠度 / From a sales perspective, current CD in the recorded music market has declined, while that vinyl was cornered by CD, but since a few years ago, a dark horse, now and digital downloads are comparable to the growth rate. Vinyl continued market reasons, is because digital sound quality cannot have satisfactory hearing sensitivity, coupled with recently, vinyl prices under market competition, if not unattainable in the past, so many young people in droves. This study focuses on vinyl marketing strategy, with “Purchase Motivation”, “Perceived Value”, “Service Quality”, “Customer Satisfaction” and “Customer Loyalty” as research variables. There are four research purposes：(A) Investigating the meaning of vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (B) Examing vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty. (C) Exploring demographic variables whether there are significant differences with vinyl Purchase Motivation, Perceived Value, Service quality, Customer satisfaction and Customer loyalty or not. (D) Based on quantitative and qualitative research, give the case ''Goodiscs'' Vinyl Company’s marketing suggestions.
This research survey was conducted in consumers from Eslite Music Center. A total of 100 valid samples were collected. The results showed that, in ''Goodiscs'' Vinyl Company, customers value “Perceived Value”, among which "Reputation of a firm's product”, “Monetary value and Behavioral price" the most.
Finally, this study presents seven recommendations for “Goodiscs'' vinyl company, hoping to combine research with reality.
Keywords: Vinyl, Eslite Music Center, Purchase Motivation, Perceived Value, Service Quality, Customer Satisfaction, Customer Loyalty
| Identifer | oai:union.ndltd.org:CHENGCHI/G0101932115 |
| Creators | 吳孟宇 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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