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Title: 消費者與無店鋪行銷之初探--以年輕消費族群為例
Other Titles: Young Consumer and Direct Marketing
Authors: 蔡美瑛
Keywords: 消費者;無店鋪行銷
Date: 1995-07
Issue Date: 2016-10-25 14:49:00 (UTC+8)
Abstract: 「不必出門,用手逛街」…無害鋪販售是簡便、省時、其互動性的行銷通路系統,不但附合現代人的生活需求,也是製造廠商、零售商店多元化經營的選擇之一。在當前,不論探討行銷通路的變化或消費者行為的更革都不能忽略無害鋪行銷的趨勢,但是,國內在這方面正式的研究仍不多。本研究為一初探性研究,探析年輕消費者(大學生)對於無店鋪行銷方式的看法、使用情形,以及信任程度。The rapidity of change in young consumer's purchasing habits and lifestyle affect their choice about the ways to get product. Now, direct marketing method-such as direct mail, telemarketing and so on-has been the very important channel where the young consumer could get the product they want and need.
Relation: 廣告學研究,6,91-115
Data Type: article
Appears in Collections:[廣告學研究] 期刊論文

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