| Abstract: | 台灣大量製造的優勢已逐漸消失，而被中國、印度等開發中國家所取代。台灣若要持續維持經濟成長，勢必要轉變經營型態，從重視生產轉為重視行銷觀念，建立品牌，提升產品附加價值並滿足顧客需求。然而，台灣廠商過去在品牌的經營上並不成功，尤其是對於精品沒有概念，甚至有許多負面觀點，導致台灣企業沒有能夠在品牌，尤其是在精品產業建立競爭優勢。因此，本研究目的在了解台灣蘊藏豐富的大理石以精品的方式進行行銷的可行性，探討消費者購買大理石的動機為何？對消費者而言，大理石具備何種精品的特性？業者應如何進行行銷活動，以增加大理石產品的附加價值？應用符號互動理論，本研究以東海大學EMBA研究生及碩士學分班學員為問卷發放對象，並且進行因素分析，再以Kaiser的最大變異準則進行因素旋轉，結果發現台灣消費者購買大理石裝潢的動機可分為五大類價值，分別為自我獎賞價值、社會價值、自我品味價值、品牌價值以及功能價值，這些價值與Vigneron & Johnson (2004)提出的消費者購買精品的五大動機—獨特性、彰顯性、愉悅性、社會性、以及高品質—是一致的，因此業者應將大理石視為是精品，以進行行銷活動。最後本研究對大理石業者的行銷及供應鏈活動提出了一些建議。
The advantages of Taiwan as a base of mass production have gradually disappeared, and have been replaced by emerging economies such as China and India. If the economy wants to maintain its continuous growth, its business model has to be changed from production concept to marketing concept, and firms have to build strong brands, to increase added value of their products, and to satisfy customer needs. However, firms in Taiwan have not successfully built strong brands in the past few decades. Firms in Taiwan are not familiar with luxury products, and even hold negative attitude toward luxury goods, resulting in competitive disadvantages of Taiwanese firms to build brand, particularly in luxury industries. Hence, this study aims to explore the feasibility of marketing marble as luxury goods in Taiwan, and to understand customer motivations to purchase marble. What characteristics does marble have to be a luxury product? How do firms conduct marketing activities to enhance added value of marble product? Drawing on symbolic interaction theory, this study uses a sample of EMBA students in Tunghai University, and factor analysis, rotating factors with Kaiser’s maximum variance criterion. This study finds that the motivations of Taiwanese customers to purchase marble can be categorized as five values, which are self –rewarded, social, ego-taste, brand, and functional values, all of which are consistent with Vigneron & Johnson’s (2004) five motivations –conspicuous, unique, social, hedonic, and quality values – for which consumers buy luxury goods. Therefore, firm should marketing marble as a luxury product to increase added value. Finally, this study proposes some suggestions for firm’s marketing and supply chain activities. |
