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RISS 인기검색어
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- 저자 : ( Kanittha Lekmoung ) (검색결과 2 건)
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Phallapa Petison,Songwut Thongthou,Kanittha Lekmoung 한국마케팅과학회 2012 Journal of Global Fashion Marketing Vol.3 No.4
This action research applied a means-end theory as a frameto explore customer’s preference on product attributes, benefitsand value that drive purchasing decision in order to utilize themarket information in design and development of new productsto meet customer expectation. A case study of a new fashiondesign T-shirt brand namely “COMMON-T” by local Thai designerwas selected. Style, design, price, and brand name arefound as preferred attributes that lead to purchasing decision. Mix & Matchable feature, uniqueness, cost-worthiness, and beingThai brand are perceived as benefits that serve customers’value of satisfaction, belongingness, and self fulfillment. Understandingthese customers’ insight, the designer attempts to emphasizeon building a brand identity and offer the most-up-todatetrend T-shirt at an affordable price. Positioning itself asthe Thai designer brand whose products offer global standardquality not only allows COMMON – T to differentiate itselffrom counterfeiters, but is also a key to accomplishment.
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結合方法-目的理論的顧客導向型新産品設計:以T恤衫的時裝設計爲案例硏究
( Phallapa Petison ),( Songwut Thongthou ),( Kanittha Lekmoung ) 한국마케팅과학회 2012 Journal of Global Fashion Marketing Vol.3 No.4
了解市場?生産出高于顧客期望價?的新産品是新産品開發的關鍵所在, 尤其在靈活多變的時?服裝業(Jin, Park, and Ryn, 2010; Palladino, 2010)。現今, 消費者注重時?的同時更加在意産品的價錢是否合理(Palladino, 2010)。以泰國爲例, 時裝業的本國設計師不僅把注意力單獨放在未開發的市場與品牌建設中, 同時還要抵制?制品的湧入。因此, 在市場中穩住??的關鍵是要了解消費者在産品屬性、利益以及價?方面的偏好, 進而産生購買欲, 以此利用新産品設計與開發的市場信息來滿足消費者期望。爲了獲取相關信息, 此硏究以名爲“COMMON-T” 的泰國當地時裝品牌爲案例進行硏究。該公司時裝設計T恤衫的賣點在于其時?的款式。“COMMON-T”, 與其他新興的時裝品牌壹樣,都在面臨各種挑戰, 包括開發目標市場, 了解顧客需求, 尋?産品定位, 塑造品牌意識, 與對手的競爭, 這其中也包括?制品。本硏究運用方法-目的理論?出至爲重要的屬性與能?對這些屬性引起興趣的結果與個人價?(Gutman, 1982; Olson andReynolds, 2001; Costa, Dekker and Jongen, 2004; Søndergaardand Harmsen, 2007, Mulvey and Kavalam, 2010)。顧客導向型的屬性、結果與價?的相關信息有助于時裝設計師設計新産品。本硏究采用階梯訪談法對20名COMMON-T的普通顧客進行訪談以獲取相關數據。每次面對面訪談的時間在壹個半小時左右。首先將對話按照屬性、結果與價?分類爲三組。將相同意思的詞語歸納到壹組。將數據進行處理?開始設計模型以便于確定不同組答案間的關系。在LaddermapTM中輸入模型數據以分析結果。對階梯訪談的軟件分析出13種可以影響消費者購買決定的屬性, 分別爲繡花、顔色、款式與設計種類、布料質量、店鋪形象、圖案、甄別技術、服務、價格、款式、樣式、品牌與設計。但是, 通過LaddermapTM的程序分析, HVM顯示只有7種屬性可以産生結果。其中, T恤衫的設計可以成爲消費者對時?潮流的導向, 這是購買COMMON-T品牌的收益之壹。硏究結果顯示, 8個對COMMON-T的感知結果分別爲潮流趨勢、動感樣式、混搭特色、漂亮、舒適、特別、物有所?與泰國品牌。但是, LaddermapTM程序?忽略掉了少數消費者提到的動感樣式這壹項。數據分析與程序結果同時得出COMMON-T對于顧客的價?有3點, 分別爲滿足感, 歸屬感以及自我價?實現。本硏究的數據分析將新産品的設計提高到戰略性的高度。商家現在的重點是生産出個性?符合潮流的T恤衫。?外, 生産線有待擴大。硏究結果顯示出混搭的益處, 因此, 除T恤衫之外,還應該引進新産品的生産線比如緊身?, 連衣裙, 以此創造新商機。爲了抵制?制品, 設計師要使服飾具有個性、符合時?潮流?且價錢合理。其中壹組消費者提到, 泰國本土品牌是促進顧客購買COMMON-T的?壹重要因素。商家正在嘗試通過維護神秘浪漫主義理念個性化的特性創造出品牌形象。消費者指出能?反映出消費者身?的强烈的品牌形象是他們購買COMMON-T的原因。單是泰國本土品牌?不能保證品牌的成功。成功的關鍵是要將泰國品牌的産品打造出國際化標准質量。這樣, 泰國本土品牌才是促進消費者購買時裝的賣點。這樣的調整與變化是MEC方法結果的運用, 以保證品牌可以在靈活多變, 競爭力强的時裝業屹立不倒。 This action research applied a means-end theory as a frame to explore customer``s preference on product attributes, benefits and value that drive purchasing decision in order to utilize the market information in design and development of new products to meet customer expectation. A case study of a new fashion design T-shirt brand namely “COMMON-T” by local Thai designer was selected. Style, design, price, and brand name are found as preferred attributes that lead to purchasing decision. Mix & Matchable feature, uniqueness, cost-worthiness, and being Thai brand are perceived as benefits that serve customers`` value of satisfaction, belongingness, and self fulfillment. Understanding these customers`` insight, the designer attempts to emphasize on building a brand identity and offer the most-up-todate trend T-shirt at an affordable price. Positioning itself as the Thai designer brand whose products offer global standard quality not only allows COMMON - T to differentiate itself from counterfeiters, but is also a key to accomplishment.
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