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運用佛教系統方法論(BSM)探討傳統產業面臨時代變遷下永續經營之研究─以台灣傢俱業為案例=He Study of Using Buddhist Systems Methodology (BSM) to Discover Traditional Industries Problems Under the Sustainable Development -- The Case Study of Furniture Industry in Taiwan |
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| Author |
邱聖真 (撰)=Chiu, Sheng-chen (compose)
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| Date | 2011 |
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| Pages | 191 |
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| Publisher | 南華大學 |
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| Publisher Url |
https://web.nhu.edu.tw/
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| Location | 嘉義縣, 臺灣 [Chia-i hsien, Taiwan] |
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| Content type | 博碩士論文=Thesis and Dissertation |
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| Language | 中文=Chinese |
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| Degree | master |
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| Institution | 南華大學 |
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| Department | 企業管理系管理科學碩博士班 |
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| Advisor | 沈昭吟 |
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| Publication year | 99 |
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| Keyword | 購買意願=Purchase Intention; 品牌聯想=Brand Association; 行銷組合策略=Marketing Mix Strategy; 佛教系統方法論=Buddhist Systems Methodology (BSM); 傳統產業=Conventional Industries |
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| Abstract | 由於全球經濟環的改變、科技的進步以及產業環境的改變下，台灣傳統產業也面臨極大的衝擊與危機，因此台灣傳統產業必須面對新的改變與突破成為首要處理的問題。本研究以傢俱業者進行訪談與有購買傢俱經驗之消費者進行問卷調查為研究對象，其主要目的在探討傳統產業所面臨問題之歸因，因此透過質性訪談法與量化法進行結果分析。在質性研究方法中運用佛教系統方法論(BSM)，以質性訪談法收集組織問題及重要相關成員之意見來探討個案業界利害關係人之見解與意見。接著，量化研究主要依行銷組合策略與品牌聯想對購買意願之影響關係進行問卷分析。採用便利抽樣法，發出問卷共800份，其中剔除無效問卷39份，共回收有效問卷666份。量化資料分析方法則採用結構方程模型(SEM)進一步驗證整體模式適配度，驗證結果顯示整體模式適配標準達檢定水準，表示本研究的理論模型可獲得支持。最後研究結果發現：(1)零售業者著重於行銷組合策略中的價格策略、通路策略、促銷策略此一結果也呼應量化之研究結果分別會對購買意願產生影響。(2)當零售業意識到品牌之重要性，而量化研究中也証實品牌聯想中之產品品牌聯想與非產品品牌聯想分別會對促銷策略、價格策略與消費者購買意願產生影響，並得出建立品牌為傳統產業之重要性。(3)品牌聯想會分別對促銷策略、價格策略與消費者購買意願產生影響。(4)運用佛教系統方法論(BSM)歸納出傳統產業面臨之問題。根據上述實證研究結果我們可以得知，快速反應經營環境的變遷，強化其競爭能力，才能追求企業的永續發展。
Due to the changes of global economic environment, with the advancing of technology and the changes in the environment, traditional industries in Taiwan also face extreme impact and crisis, therefore, it has to face the new change and break through to deal with the problems at first. The study objects of this research case are staff in the furniture industry and the consumers have to the purchase experience for the questionnaire, which aim to discuss attributing to the problems of traditional industries. Therefore, this study uses the Buddhist systems methodology (BSM), a qualitative interview method to collect the relevant members of the organization of and important to explore the opinion of the case the industry views and opinions of interested parties. Then, the quantitative study for the purpose of studying on the relationships among marketing mix strategy, brand association and purchase intention. This research adopts a convenience sampling method 800 questionnaires were issued out of which 39 are invalid and 666 valid copies were retrieved. Structural equation modeling (SEM) is also adopted to examine overall model fit. The research results show that the theoretical model of this research is acceptable. Finally, the results showed: (1)the retailers focus on the marketing mix strategy of pricing strategy, channel strategy and promotional strategy will have an impact on consumer purchase intention. (2)When the retailers realized the importance of the brand, while the quantitative research also confirmed that respectively of brand association marketing strategy, pricing strategies and purchase will have an impact. (3)The Study of Using Buddhist Systems Methodology (BSM) to summarize the problems face in traditional industries. In conclusion, current businesses in Taiwan should accelerate their information system integration capability, reinforce competitive ability, and pursue the ultimately everlasting success. |
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| Hits | 273 |
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| Created date | 2021.11.24 |
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| Modified date | 2023.01.09 |
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