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市場調查報告書

中國台灣液晶電視市場中消費者的品牌偏好

Consumers' Brand Preferences in Greater China's LCD TV Market

出版商 Market Intelligence & Consulting Institute (MIC)
出版日期 2007年05月 商品編碼 52831
內容資訊 英文 14 pages
價格
US $ 1280 PDF by E-mail (Single User License)
US $ 2560 PDF By E-mail (2-100 User License)
US $ 3200 PDF By E-mail (100+ User License)


中國台灣液晶電視市場中消費者的品牌偏好 是由出版商Market Intelligence & Consulting Institute (MIC)在2007年05月所出版的。 這份英文市場調查報告書包含14 pages 價格從美金1280起跳。

簡介

專門於資訊通訊技術領域調查分析及顧問服務的台灣市調公司Institute for Information Industry（資策會）（總公司:台北）針對中國及台灣液晶電視市場中消費者的品牌偏好進行調查分析，並出版報告書 "Consumers' Brand Preferences in Greater China's LCD TV Market"。

本報告書內容包括：台灣及中國消費者對液晶電視品牌的態度及偏好分析、主要品牌形象、預定購買品牌排名、所得別高級產品認知的差異、影響消費者品牌評價的因素等。包含圖表共計27頁的內容綱要摘記如下：

  • 台灣市場：消費者考慮買的液晶電視品牌
  • 台灣市場：品牌形象領先的SONY、Panasonic、LG
  • 中國市場：消費者考慮買的液晶電視品牌
  • 中國市場：售後服務吸引顧客的Haier(海爾)
  • 台灣市場：消費者認為高級且價格合理的品牌
  • 台灣市場：因地區不同產生的品牌認知差異
  • 台灣市場：有購買SONY 及 Panasonic意願的消費者
  • 台灣市場：因市場區隔不同導致消費者的購買意願不同
  • 中國市場：消費者認為高級且價格合理的品牌：TCL及Haier
  • 中國市場：少預算消費者偏好的Haier及Hisense
  • 台灣・中國的市場：決定品牌地位的關鍵是品質

MIC的觀察分析

附錄

圖表

目錄

Abstract

As technology advances and prices fall, the LCD TV market is growing and is attracting a new wave of consumers. Understanding the purchasing behavior of these consumers will allow vendors to more effectively develop their market strategies. This report is based on analysis and comparisons of results of surveys conducted by MIC (Market Intelligence Center) on large-size LCD TV consumers in urban areas in Taiwan and China. Topics discussed include target brands of intended purchases, brand image, brand positioning, and factors in consumers' brand evaluation.

Table of Contents

  • Taiwanese Market: Target LCD TV Brands of Consumers' Intended Purchase
  • Taiwanese Market: Sony, Panasonic, LG Lead in Brand Image
  • Chinese Market: Target LCD TV Brands of Consumers' Intended Purchase
  • Chinese Market: Haier Impresses Consumers with After-sales Service
  • Taiwanese Market: Sony and Panasonic Brands Deemed to Be High-end and Reasonably Priced
  • Taiwanese Market: Perception of Brands Differs by Region
  • Taiwanese Market: Consumers Express Intention to Purchase Sony and Panasonic LCD TVs
  • Taiwanese Market: Consumers' Purchase Intention Differs by Market Segment
  • Chinese Market: TCL, Haier Seen as High-end, Reasonably Priced
  • Chinese Market: Low-Budget Consumers Favor Haier and Hisense
  • Taiwanese and Chinese Markets: Quality is the Key for High Brand Status
  • MIC Perspective
  • Appendix

List of Figures

  • Figure 1 Taiwanese Market: LCD TV Brand Image Ranking
  • Figure 2 Chinese Market: LCD TV Brand Image Ranking
  • Figure 3 Taiwanese Market: LCD TV Brand Status and Price Reasonableness
  • Figure 4 Taiwanese Market: LCD TV Brand Status and Price Reasonableness for Brands Other than Sony and Panasonic
  • Figure 5 Taiwanese Market: LCD TV Brand Status and Likelihood of Purchase
  • Figure 6 Taiwanese Market: LCD TV Brand Status and Likelihood of Purchase for Brands Other than Sony and Panasonic
  • Figure 7 Chinese Market: LCD TV Brand Status and Price Reasonableness
  • Figure 8 Chinese Market: LCD TV Brand Status and Likelihood of Purchase
  • Figure 9 Taiwanese Market: Factors Influencing Different Income Groups' Classification of Brands as High-end
  • Figure 10 Chinese Market: Factors Influencing Different Income Groups' Classification of Brands as High-end

List of Tables

  • Table 1 Taiwanese Market: Target LCD TV Brands of Consumers' Intended Purchase
  • Table 2 Chinese Market: Target LCD TV Brands of Consumers' Intended Purchase
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