A Study on Product Positioning of Chicken Essence Market in Taiwan

[[abstract]]The market of Chicken Essence goes through the price competition, channel improves, the revolution of packing, the manufacturer develops the new product, has already impelled whole market cycle and stepped into mature period gradually, every competitive brand finishes the market and dismembers the purpose successively. So understand that the demand attribution of consumers purchasing in Chicken Essence, analyze the difference of consumer's satisfaction to the competitive brand of Chicken Essence, probe into the competitive market of Chicken Essence district of brand separate and make a reservation, draft the Chicken Essence competitive marketing of brand make the tactics up, it is this research purpose. And choose four kinds of most popular and representative brands on the market: President, Brands, DaChan greatwall, Huatuo, is the research object of this text. Adopt the convenient way of sampling, have drank, been presented or bought above-mentioned four consumer of brand to lock, and grant the questionnaire with the proportions of people of every Taiwanese counties and cities. Research in accordance with following the market district, goal of marketing in departments in theoretical structures through choosing steps of three pieces to be gone on, such as market segmentation (S), market targeting (T) and market positioning (P), utilizing the Multidimensional Scaling (MDS), the products drawing the competitive brand of Chicken Essence make a perceptual map, draft that the marketing of the competitive brand of Chicken Essence makes the tactics up, consult in order to the offering operator. The difference learning the demographic satisfaction to the competitive brand of Chicken Essence of parameter in accordance with this result of study is assayed, have difference of showing with the sex, age, job. Constructs to orientate as ' the channel ' , ' the taste ' , ' the function ' in President purchasing attribution by the market of Chicken Essence fixed position for diagram manifestation. Construct the orientating as ' packs ' , ' channel ' , ' the function ' in purchasing attribution of Brands. Construct to orientate as ' the price ' , ' the taste ' , ' quality ' in DaChan greatwall and Huatuo's purchasing attribution . And propose that President can lock young women or all knowing type of women who pay attention to skin maintenance, as the marketing goal; Brands can be strengthened and demanded in order to marketing of looking after the whole family's health, offering the balanced nutrition to improve the immunity, good complexion, resuming vitality, supplementing physical power and invigorating etc.. DaChan greatwall can strengthen the benefit of consumer brand to the impression that ' a channel combines of the company vertically ' , expand the extension of company products, and examine the price strategy again , strengthen the popularization of channel ; Huatuo can lock the marketing demand of ' male of middle-aged and old ethnicity ', ' pay attention to keep in good health ', ' like drinking the tonic '