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苹果iPhone自2007年问世以来一直风靡全球。令我们好奇的是:iPhone如此成功是产品好,还是其营销组合能在世界各国(地区)成功地获得顾客的忠诚所致?而乔布斯(Jobs)的个人魅力也跨越国界席卷全球,因此苹果迷对乔布斯的偶像崇拜对iPhone营销组合之成功到底有多大的推波助澜作用?为了验证我们的假说,我们以中国台湾高雄201位iPhone用户及美国洛杉矶71位iPhone用户为样本来做实证研究。结果发现,iPhone的营销组合对中国台湾高雄及美国洛杉矶地区消费者的顾客忠诚度皆有显著影响,然而营销组合的构面(4Ps)的影响效果程度却不同,而且乔布斯的偶像崇拜对高雄与洛杉矶消费者在营销组合的增强效果上确实有所不同。这些发现将对营销组合、消费者行为及国际企业管理的学术研究和管理实务上具有极大的参考价值。
Apple iPhone has been around the world since its introduction in 2007. To our curiosity is: iPhone so successful is the product is good, or its marketing portfolio in various countries (regions) successful customer loyalty caused by? And Jobs’s personal charisma across the world also swept across the world, so Apple fans In order to test our hypothesis, we use the sample of 201 iPhone users in Kaohsiung, Taiwan and 71 iPhone users in Los Angeles to do empirical research. The results showed that the marketing mix of iPhone had a significant impact on customer loyalty among consumers in Kaohsiung, Taiwan and Los Angeles in the United States. However, the impact of the marketing mix (4Ps) was different, and Jobs’ Los Angeles consumers do not really have the same kind of marketing mix. These findings will be of great reference to the marketing mix, consumer behavior and academic research and management practices of international business management.