型錄市場簡訊行銷溝通效果之研究

Abstract

近年來，科技發展迅速，3C產品的普及化，零售通路型態多樣化發展，已由傳統銷售人員的推銷，轉變為型錄購物、行動購物、電視購物，及網路購物取代，其中電視購物及網路購物，又因不受時間、地點等限制，逐漸成為消費者主流購物通路，而型錄市場發展已久，仍有其不可取代之特性，在零售通路仍然佔有一席之地。 本研究為探討以手機簡訊為型錄市場二次行銷的工具，利用傳送促銷優惠簡訊給消費者，進而刺激消費者購買型錄商品，並搭配傳送提醒型簡訊，提醒消費者折價劵使用到期日即將到期，請在到期日前使用。又或發送目的為消費者已滿足促銷活動之部分條件，只差部分即可滿足促銷活動贈獎條件，提醒此部分消費者再購以獲得贈獎。而本研究以型錄公司會員為實證研究的對象，將簡訊文案內容分為「價格促銷誘因型」、「非價格促銷誘因型」、「提醒折價卷到期型簡訊」，以及「提醒再加購以獲得贈獎型」，並探討「價格折扣深度」、「時間壓力」、「發送對象」、「優惠折扣限特定商品與否」、「簡訊文案是否有強調限時等相關文字敘述」等因素影響消費者回應率的狀況，藉此了解簡訊行銷溝通效果，本研究共有26項研究假說，經由實證分析，得到10項拒絕假說以及16項無法拒絕假說，將實證研究結果作討論，並對企業界做實務上的建議，本研究之研究結果顯示提醒型簡訊有其發送之必要性，消費者會受到時間之壓力影響，簡訊文案有強調限時等相關文字敘述之文案回應率較佳，本研究亦提供簡訊文案撰寫上的建議，以利企業界進行良好的簡訊行銷，提昇消費者在型錄市場簡訊行銷之回應率。In recent years, due to rapid development and advancement of science and technology, 3C products popularization, retail sales channel diversification, marketing changed from the traditional store where sales were executed by sales staff and have expanded into mail order catalog, TV, and online shopping. Today TV shopping and Internet Shopping are both favorite shopping methods as they provide consumers no restrictions on time and location and have gradually become the mainstream of consumer shopping channel. For a long time, Catalog marketing has been developed and long became a fashionable and popular marketing approach. Catalog market has its special place in the retail channel and has irreplaceable status and is recognized as one of the most important channels in marketing. In this study, the SMS (Newsletter) Marketing were used and researched as the tool of secondary marketing for Catalog marketing. By transmitting promotional messages to consumers, we were able to stimulate consumers to buy merchandise in the catalog. Likewise consumers were also stimulated with the transmission of SMS to remind them of expiration dates of coupons and reminders to use the discount coupon before the expiration date. SMS messages were also sent to inform consumers when they almost achieved theconditions to receive their free promotional prize.The members of the specified company, that received the consumer promotional catalog, were the major focus of this research. The replies of the members were used to explore “the type of SMS to be sent”, “the price discount policy”, “time pressure”, “to whom SMS would be sent to”, “whether there were special discounts for specified merchandise”, and “whether there were any notice prior to coupon expiration dates”. The above factors significantly affected the rate of consumer response rate and were used to explore the SMS marketing communication effectiveness and to enhance the consumer’s response rate. In this study, a total of 26 hypotheses have been researched through empirical analysis. The result of research is that 10 rejected hypothesis while 16 could not reject the hypothesis. The empirical results have been discussed and the practical recommendations on the findings of this study have been provided to the entrusted enterprise. The results of this study demonstrate the necessity to send the reminding type of SMS newsletters to the consumers. As the consumers will be affected by the pressure of time, the SMS newsletters which emphasize the time limit and other related narratives will receive better response rate. The results were researched and discussed. Recommendations were sent to the entrusted company to facilitate the company to utilize SMS (Newsletter) marketing to reach the most appropriate market and customers most likely to purchase their products.