匿名使用者
匿名使用者 發問時間: 社會與文化語言 · 7 年前

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論文題目:消費者對自有品牌品牌形象、促銷活動及顧客忠誠度之研究──以統一超商7-SELECT為例

摘要

國人生活水準與消費型態漸漸提升及改變,消費者漸漸從重視商品的價格轉而更希望店家能提供更佳的品質及服務。因此,自有品牌在零售業發展日趨普遍,零售業銷售自有品牌產品已成為一個趨勢。2007年統一超商推出了自有品牌7-SELECT,產品種類多元化,橫跨日用品、食品、飲品、衣物、美妝保養品等等,在統一超商2010年的營運品項比例表中,飲料類佔36.23%、食品服務16.42%、一般食品10.11%、出版品14.74%、非食品22.21%、其他0.29%。以上數據中,食品佔了統一超商所有營運項目中的62.76%。可見,食品類市場的重要性。本研究主要是探討消費者對自有品牌的態度,特別是品牌形象、促銷方式對顧客忠誠度之影響。本研究以消費過統一超商之自有品牌──7-SELECT食品之消費者為研究對象,採問卷調查法,於台灣北、中、南部地區進行施測,共發出850分問卷,回收840份,實際有效問卷807份。本研究結果發現:1)不同年齡消費者在品牌形象的使用經驗上有顯著差異;2)不同教育程度消費者在品牌形象的品牌喜好上有顯著差異;3)不同教育程度消費者在品牌形象的品牌印象上有顯著差異;4)不同教育程度消費者在顧客忠誠度的購買意願上有顯著差異;5)不同教育程度消費者在顧客忠誠度的自我認知忠誠上有顯著差異;6)不同每月收入消費者在顧客忠誠度的購買經驗上有顯著差異;7)不同每月收入消費者在顧客忠誠度的自我認知忠誠上有顯著差異。本研究最後並深入探討、闡述本研究研究發現的涵義。

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  • 7 年前
    最佳解答

    Thesis titleConsumers own the brand image, promotions and customer loyalty study-a case of President chain 7-SELECT SummaryGradually enhanced and people's living standards and consumption patterns change, consumers are getting attention from product prices to turn its attention to the store can offer better quality and service. Therefore, development of own brands in the retail industry are increasingly common, and retail sales of private label products has become a trend.In 2007 President chain launched its own brand 7-SELECT, product range diversified across commodities, food, drink, clothing, beauty care products, President chain 2010 operating table, beverage 36.23%, food service cent cent, publication 10.11%, general food, non-food 22.21%, other eight. In the above data, food accounts for President chain 62.76% of all projects. And importance of the food market.This study mainly examines consumer attitudes towards private label, in particular, branding, promotions for impact on customer loyalty.This research to consumer President chain from brand-consumers: a study of 7-SELECT food, mining questionnaire method, in Taiwan to survey Northern, Central and southern regions, the questionnaire issued 850, 840-recovery, practical and effective questionnaire, 807.This research results found:  different age consumers in brand image of using experience Shang has significantly differences;  different education degree consumers in brand image of brand preferences Shang has significantly differences;  different education degree consumers in brand image of brand impression Shang has significantly differences;  different education degree consumers in looked loyalty degrees of purchase wishes Shang has significantly differences;  different education degree consumers in looked loyalty degrees of self cognitive loyalty Shang has significantly differences ; ........

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  • 7 年前

    論文中翻英對照:

    論文題目:消費者對自有品牌品牌形象、促銷活動及顧客忠誠度之研究──以統一超商7-SELECT為例

    Thesis:A Study on Private Brand Image, Promotions and Customer Loyalty - Taking the President 7-11 Chain Stores for Example

    摘要

    國人生活水準與消費型態漸漸提升及改變,消費者漸漸從重視商品的價格轉而更希望店家能提供更佳的品質及服務。因此,自有品牌在零售業發展日趨普遍,零售業銷售自有品牌產品已成為一個趨勢。

    Abstract:

    With the gradually upgrade and change to living standard and consumption patterns of local people, consumers gradually shift their emphasis on commodity prices to better quality and service. Therefore, the business of private brands has been widely popular. The private image of retail sectors has become a novel trend.

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