In recent years, due to people's living standards improve, people's comsuming ability rises, while the rapid development for the beverage market lead people have more selection in the water supply . Taiwan's beverage industry has matured, and the development of tea show explosive growth because the demand of product gradually trend more health and natural, the research for tea drink are countless, but in recent years, as China's sustained economic development, and promote the show jumping growth for all industy, the beverage market growth is unstoppable. But for the beverage market of china does no more complete research. In this thesis, the market selling and deviation of the China tea drinks is introduced as a index of the relevance among marketing theory and the perceived value, demographic statistics variables, this thesis can be the reference for the international enterprise which production and sell in china and the basis for the further study of drinks selling market research.
In this study, use Zeithaml (1988) theory of perceived value and marketing 4C theory to study why consumers drink tea in China, what¡¦s the reasons for the purchase of tea? Therefore, this thesis use marketing 4C four dimensions as independent variables, and perceived value as the dependent variable. And then verify the demographic statistics variables on the marketing strategy and the impact of perceived value.
The study found that 4C marketing strategy because of the lack of clarity in the definition of dimensions, the dimensions will be revised to the intrinsic attribute of _ the basic, intrinsic attribute of _ perception, intrinsic attribute of _ the form, brand equity, customer communication, customer costs six dimensions. And on the demographic variables on the perceived value and the marketing strategy forward with the only difference with the customer and gender have significant differences, and the remaining variables are no different. In the six dimensions and the perceived value there is a very significant positive relationship for each other, that the tea beverage market in the six dimensions of the use of this marketing is indeed the consumers can effectively enhance the perceived value. By regression analysis also found that the highest priority in terms of perceived value into account the intrinsic properties of _ for the perception, that is, consumers are more abstract level, non-universal awareness of the drink taste or price. Finally, this thesis has the following important discoveries of consumer demand in China:
1. The meaning of traditional culture and national consciousness
2. The rise of health consciousness
3. The rise of quality consciousness
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0809111-153956 |
| Date | 09 August 2011 |
| Creators | Chen, Jun-Hong |
| Contributors | Y.M. Tu, Hueimei Liang, Min-Hsin Huang |
| 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-0809111-153956 |
| Rights | user_define, Copyright information available at source archive |
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