| 摘要: | 知名飲品QOO果汁在台灣飲料市場曾經刮起了一陣熱潮，以QOO充可愛的造型成功的打入兒童市場，此行銷策略引起本研究想深入探討的動機，籍由QOO成功的因素應用在兒童服裝市場中，藉此從中探討現今童裝市場發展及其他可行的新行銷策略為本研究目的。本研究方法是經過與兩家童裝資深業者及十家擁有兒童的家庭進行深度訪談後，提出適切的消費者市場調查問春。研究結果發現，家長會因小朋友喜愛的童裝週邊商品去購買其服飾的佔百分比率74%，可考量以週邊商品做為宣傳點，設定如同飲品低價位、消耗品的特質，讓小朋友自行有決定購買的能力，並擴展通路的鋪設點，可方便多處購買，達到對品牌曝光率及知名度的提昇“因此令品牌及商品在生活環境中出現頻率愈增，並增加其多樣化的設計為行銷策略，可考量運用於童裝上。然而本研究從QOO果汁的個案中得知，該公司所發佈的兒童市場年齡範圍界定在至國中的3~15歲兒童，在經本研究結果發現，自國小四年級的學童（10歲）方能完成問卷，因而顯示出10歲以上的學童才具備有依個人喜好選購產品的識別能力。再者，家長對於童裝的資訊來自於逛街者佔49%，從網路資訊得知者佔21%，而從電視廣告得知者只佔7%；此外月收入及學歷愈高者其購買品牌商品的習慣愈顯著，以及家長會因經濟情況影響在選購童裝的價格取決，而家長的教育程度對於生活品質的重視也會有所差距。童裝市場中雖然少以電視廣告做為宣傳，但經研究結果得知，網路是優於於電視廣告的新行銷宣傳手法，亦不會對童裝成本造成顯著負擔，同時呼應網路的日漸普遍和通用之社會現象，應可做為有效的宣傳方式。本研究結果將可提供業者另一新的行銷新意，能應用於兒童市場上，做為開創新興兒童品牌的成功手法之應用。
QOO juice, a famous beverage, once brought a hot tide in the beverage market in Taiwan, and it successfully entered the children’s beverage market through the cute appearance of QOO kid. This leads to the motivation of this research. The purpose of this research is to apply the successful factors of QOO into the kids wear market and discuss the current development of the market and other feasible new marketing strategies. After the in-depth interview with two senior operators of kids wear and ten families having kids, a proper consumer market questionnaire is worked out in this research. The result of research suggests that, about 74% of the parents will buy kids wear on account of the peripheral commodities favored by their children. Therefore, peripheral products may be used as a promotion channel, and be provided with the characteristics of expendable products with low price like beverage for the children to make purchasing decision themselves. More points of sales should be set for the convenience of purchasing, so as to improve the exposure and public awareness of the brand. Hence, the marketing strategy of making a brand and its commodities appear more in the living environment and increasing the diversity of design may be applied in the marketing of kids wear. However, we know from the case of QOO juice that, the age of targeted customers of the company ranges from 3 to 15 years, and it is found in the investigation that only the students in Grade 4 of Elementary School (10 years) or above can fill in the questionnaire. It suggests that only the students of 10 years or above have the ability to purchase products according to their preference. In addition, 49% of the parents get information about kids wear through sauntering/shopping, 21% from internet, and only 7% from TV advertisement. People who have the higher monthly income and the higher degree of education are more prone to buy the commodities of famous brands. Parents will change their purchasing decision on price based on the consideration of their economic situation, and their degree of education will cause some differences in the emphasis on life quality. TV advertisement is seldom applied in the kids wear market. It is known from the result of this research that, network is a new marketing channel better than TV advertisement and it will not cause significant increase in the cost of kids wear. Meanwhile, it may become an effective way of promotion thanks to the popularity and prevalence of network. The result of this research will provide operators with a new marketing strategy, which may be used in the market of children and used as a successful method to create new brands of kids' commodities. |
