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標題: | 品牌策略對連鎖零售企業經營績效之案例研究
-資料包絡分析法之應用 A Case Study of Branding Strategy on the Performance of Chain Retailing Enterprises-An Application of the Data Envelopment Analysis |
作者: | Chuan-Ting Chien 簡全廷 |
指導教授: | 張靜貞(Ching-Cheng Chang) |
共同指導教授: | 徐世勳(Shih-Hsun Hsu) |
關鍵字: | 資料包絡分析法,Tobit迴歸,多品牌策略, data envelopment analysis,Tobit regression,multi-brand strategy, |
出版年 : | 2010 |
學位: | 碩士 |
摘要: | 近年來隨著全球化的影響,國際大型零售業的跨國佈局、多元行銷通路的興起,加上消費者意識的抬頭,促使台灣連鎖零售業面臨轉型考驗。有鑒於「品牌策略」將成為大型連鎖零售業者的競爭優勢與關鍵策略,本研究以2007年台灣連鎖眼鏡公司為研究樣本,以資料包絡分析法評估其各直營分店的經營效率,並分析主要標竿店的成功因素,探討由連鎖總部所策劃之品牌與廣告促銷策略對各直營分店業者之經營效率是否具有顯著的影響,最後做成策略上的建議。
根據各分店之相對效率之比較可發現,標竿店的成功因素主要為營業地點。其次,影響各直營分店經營效率的主要內在管理因素為租金支出,且與經營效率呈現正向關係。而外在不可控因素為來自連鎖總部的廣告、品牌策略以及供應商之回饋。其中,廣告活動對各分店的經營效率有顯著的負向影響力,管理當局應以滿足消費者需求為考量重新調整其策略;發展多品牌策略則對各分店的經營效率有顯著的正向影響力,可作為搶佔市佔率與促進組織內的良性競爭之目標。 Due to the influence of globalization in recent years, international large-scale retail enterprises have planned their multinational business layout. In the rise of multiple marketing channels as well as the awareness of consumers, Taiwan's chain retailers are now facing the challenge of change. In view of 'branding strategy' that will become competition advantages and key strategies for large-scale chain retailers, this study will take the 2007 Taiwan chain glasses as research sampling. Data envelopment analysis is applied to evaluate the operational efficiency of every direct-operated branch store; furthermore, major benchmark stores will be analyzed for its factors of success, exploring brand and advertisement promotion strategies planned by the headquarters of the chain stores to see whether there are remarkable influences on the operational efficiency of direct-operated branch stores. In the end, proposals for strategies are offered. Compared the relative efficiency of each branch store, the factors of success in operating a benchmark stores mainly lies in location. Next, the influence on every direct-operated branch store lies in inner management factors, which are rental and salary payments; external incontrollable factors come from the advertisement of the headquarters of chain stores, branding strategy and feedbacks of suppliers. Among them, advertisement promotion strategies remarkably negative influences on operational efficiency of every branch store. The management level should re-adjust their strategies in consideration of the consumer satisfication and demand. Developing multi-brand strategies shows remarkably positive influences on operational efficiency of every branch store, capable of taking up market shares and enhancing positive competition in this organization. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47179 |
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顯示於系所單位: | 農業經濟學系 |
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