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系統識別號 U0002-1106201222530400
中文論文名稱 台灣液晶螢幕逆物流分析與其回收再製品市場區隔研究
英文論文名稱 The Study of the LCD Display Reverse Logistics in Taiwan and It’s Recycling Market Segmentation Analysis
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士在職專班
系所名稱(英) Executive Master’s Program of Business Administration(EMBA) in Management Sciences
學年度 100
學期 2
出版年 101
研究生中文姓名 彭成源
研究生英文姓名 Cheng-Yuan Peng
學號 798620265
學位類別 碩士
語文別 中文
口試日期 2012-06-02
論文頁數 96頁
口試委員 指導教授-林長青
委員-牛涵錚
委員-陳智湧
中文關鍵字 逆物流  市場區隔  生活型態  利益區隔 
英文關鍵字 Reverse logistics  Market segmentation  Lifestyle  Benefit Segmentation 
學科別分類
中文摘要 科技產業的進步帶動全球經濟迅速發展,持續開採自然資源。更導致造成自然資源枯竭與價格上漲。多數企業不單面臨全球性的市場競爭,更必須面對全球性的資源爭奪。因此資源回收、再製造、再銷售、再使用等自然環境的保護、提高自然資源的有效運用、再使用、已經成為全人類必須共同面對的議題。

D公司於2005年到2009年榮獲Sony Green Partner之殊榮。其企業經營者,長期專注心力於環保議題,於2010年、整合集團旗下之企業資源,建構D公司成為液晶螢幕顯示器的再製造中心,以扮演逆物流活動中的回收者、再製者、配銷者之角色,促使資源有效的回收、再製造、再使用、更進而達成企業獲利之目標。

本研究選定液晶螢幕顯示器的回收再製品之市場區隔,以D公司為例。探討消費者需求,利用市場區隔之相關變數,做為區隔市場之基礎,進而找出各個區隔市場的特徵,最後提出結論與建議,提供D公司做為制定行銷策略之參考。

本研究最終發現,液晶螢幕顯示器的回收再製品之消費者可以透過利益區隔、生活型態進行有效的市場區隔,也同時發現各區隔市場的消費者之人口統計特徵與其他相關特徵。最後本研究做出行銷之相關建議、研究限制、未來研究方向。
英文摘要 The fast growing industrial delvelpment leads to natural resources exploited. Many industries eager to get more natural resources therefore the ideas of recycling, recovering, re-selling and re-using are drew more attention worldwide.
This study uses D company as an example that was awarded Sony Green Partner between 2005 and 2009. The chairman of D company has intergrated enterprise resources to build up LCD Display Recover Center in 2010. It has become a collector, recover and distributor among reverse logistic activities in order to explore more benfits and fulfill natural recources conservation.
Major finding of the LCD display recovering market in this paper is to identify the segmentations. At the end of the study also provides marketing recommendations, advices and limitations for further study.
論文目次 目次
謝辭 I
中文摘要 II
英文摘要 IV
目次 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究範圍與限制 3
1.4研究流程 4
第二章 文獻探討 6
2.1逆向物流之相關文獻 6
2.1.1逆物流管理之定義 6
2.1.2逆物流上的活動 7
2.1.3逆物流之特性 15
2.2市場區隔理論之相關文獻 18
2.2.1市場區隔之意義 18
2.2.2市場區隔之效益 20
2.2.3市場區隔的變數 21
2.2.4市場區隔之方法 22
2.2.5市場區隔化之程序 23
2.3生活型態理論之相關文獻 25
2.3.1生活型態理論的意義 25
2.3.2生活型態的衡量方法 26
2.3.3生活型態在市場區隔的應用 28
2.4利益區隔理論之相關文獻 29
2.4.1利益區隔的意義 29
2.4.2利益區隔之分類 30
2.4.3利益區隔的優點與限制 32
2.5液晶顯示器回收再製之實務經驗 33
第三章 研究方法 36
3.1研究架構 36
3.2研究變數 36
3.3研究範圍與對象 37
3.4問卷設計 38
3.5抽樣設計 41
3.6分析方法 43
第四章 研究結果與分析 48
4.1敘述性統計分析 48
4.1.1人口統計變數之敘述統計分析 48
4.1.2消費者特性之敘述統計分析 50
4.1.3利益區隔之敘述統計分析 54
4.1.4生活型態之敘述統計分析 55
4.2信度分析、效度分析、因素分析 56
4.2.1利益區隔之信度、效度、因素分析 58
4.2.2生活型態之信度、效度、因素分析 60
4.3積差相關分析 63
4.4集群分析 65
4.5區別分析 67
4.6區隔群體與相關變數之分析 68
4.6.1區隔群體在人口統計變數之分析 69
4.6.2區隔群體在消費者特性之分析 72
4.6.3區隔群體在其他特徵變數之分析 76
4.6.4市場區隔之彙整分析 80
第五章 結論與建議 82
5.1研究結論 82
5.2行銷建議 83
5.3研究限制與後續研究建議 85
參考文獻 87
附錄 91

圖目錄
圖 1-1 D公司與S公司運作模式 2
圖 1-2 研究流程 5
圖 2-1 產品逆向物流流程圖 9
圖 2-2 正向與逆向物流及維修服務循環 10
圖 2-3 逆物流活動機制圖 10
圖 2-4 資源復生的通用模式圖 14
圖 2-5 公司液晶顯示器回收再製之模式 35
圖 3-1 本研究架構圖 36
圖 3-2 抽樣程序圖 42
圖 3-3 資料處理流程圖 47

表目錄
表 2-1 各學者及研究機構對逆物流之定義表 6
表 2-2 各學者及研究機構提出市場區隔之意義 19
表 2-3 各學者及研究機構提出市場區隔之效益 20
表 2-4 各學者及研究機構提出市場區隔之效益(續) 21
表 2-5 各學者及研究機構對市場區隔變數之分類 21
表 2-6 各學者及研究機構對市場區隔變數之分類(續) 22
表 2-7 各學者及研究機構對生活型態之意義表 26
表 2-8 各學者及研究機構對生活型態之意義表 28
表 2-9 各學者及研究機構對生活型態之意義表 32
表 3-1 消費者特性之問卷設計表 39
表 3-2 利益區隔之問卷設計表 39
表 3-3 生活型態之問卷設計表 40
表 3-4 人口統計變數之問卷設計表 41
表 3-5 問卷來源統計分配表 42
表 4-1 人口統計分析之次數分配表 49
表 4-2 人口統計分析之次數分配表(續) 50
表 4-3 受訪者擁有液晶螢幕的次數分配表 50
表 4-4 受訪者近期汰換或添購液晶螢幕之次數分配表 51
表 4-5 受訪者是否擁有液晶螢幕的回收再製品之次數分配表 51
表 4-6 受訪者第一次使用液晶螢幕到目前時間之次數分配表 52
表 4-7 受訪者擁有液晶螢幕的數量之次數分配表 52
表 4-8 受訪者購買液晶螢幕的回收再製品動機之次數分配表 53
表 4-9 受訪者購買液晶螢幕的回收再製品價格之次數分配表 53
表 4-10 受訪者購買液晶螢幕的回收再製品品牌之次數分配表 54
表 4-11 利益區隔之敘述統計分析 54
表 4-12 生活型態之敘述統計分析 55
表 4-13 利益區隔之因素分析表 59
表 4-14 利益區隔之因素分析表(續) 60
表 4-15 生活型態之因素分析表 63
表 4-16 各因素構面的積差相關分析表 65
表 4-17 K-MEANS集群分析 67
表 4-18 區別分析的分類矩陣 68
表 4-19 區隔群體與人口統計變數之交叉分析表 70
表 4-20 區隔群體與人口統計變數之交叉分析表(續) 71
表 4-21 區隔群體與人口統計變數之交叉分析表(續) 72
表 4-22 區別群體在消費者特性之交叉分析表(一) 74
表 4-23 區別群體在消費者特性之交叉分析表(二) 75
表 4-24 區別群體在消費者特性之交叉分析表(三) 76
表 4-25 區隔群體在其他特徵變數之交叉分析表 79
表 4-26 區隔群體在其他特徵變數之交叉分析表(續) 80
表 4-27 市場區隔群體之特徵分析表 81
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參考網站:
Reverse Logistics Executive Council;available http://www.rlec.org
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