應用羅吉特模型探討促銷組合策略之研究-以女裝服飾網站為例

摘要
近年來，消費者在全球經濟衰退的情況下，降低了對商品之購買慾望。因此，業者紛紛祭出促銷活動以提昇商品之銷售量，而多樣化的行銷手段充斥著市場，是否能真正提昇消費者對於商品之購買偏好?
本研究採用羅吉特模型來進行分析及預測。首先探討消費者之社經變數、生活型態與經驗以及折扣屬性對於購買偏好之影響，接著發展羅吉特模型，嘗試找出使廠商獲利之較佳促銷組合，以幫助決策者行銷組合之策略篩選。
研究結果發現，消費者會因為廠商和朋友在社群發佈之消息影響其對商品之購買偏好；可支配所得低之消費者更容易受到促銷活動提高對商品之購買偏好。無論商品成本與售價比值為何，廠商獲利較佳之促銷組合皆為「直接降價」、「每年12次」、「完全免運」等折扣方式；若商品成本越低，促銷組合則可搭配高折扣幅度，如此廠商便能擬定促銷組合之策略。

ABSTRACT
In recent years, consumers facing the global economic recession have reduced their desire to buy goods. Therefore, firms have resorted to promotional activities to enhance the sales of goods, and diversified marketing tools have flooded the market. However, it is wondered whether these sales efforts can really enhance consumer’s buying desire.
This study first explored the effects on buying preferences of consumers’ socioeconomic variables, lifestyles, experiences, and attributes of discounts. Then this study developed the logit model to find the promotional mix which can render better profits for the manufacturers.
The results show that consumers’ buying preferences are affected by news release in the community from the manufacturers or consumers’ friends. Consumers with low disposable income are more affected by promotional activities to enhance their buying preferences. In addition, no matter what the ratio of cost to price is, the promotional mixes rendering better profits are "direct price reduction", "12 times a year", and "free shipping". Finally, when cost of goods is lower, the promotional mix can go with a higher discount rate. The results can help manufacturers to develop their promotional mix strategies.