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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 張靜貞(Ching-Cheng Chang) | |
dc.contributor.author | Chuan-Ting Chien | en |
dc.contributor.author | 簡全廷 | zh_TW |
dc.date.accessioned | 2021-06-15T05:49:56Z | - |
dc.date.available | 2015-08-01 | |
dc.date.copyright | 2010-08-20 | |
dc.date.issued | 2010 | |
dc.date.submitted | 2010-08-19 | |
dc.identifier.citation | 高強、黃旭男及Sueyoshi(2003),『管理績效評估-資料包絡分析法』,華泰文化事業。
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47179 | - |
dc.description.abstract | 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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T05:49:56Z (GMT). No. of bitstreams: 1 ntu-99-P96627010-1.pdf: 558306 bytes, checksum: 314692de3bcef50af44aeef053912d9a (MD5) Previous issue date: 2010 | en |
dc.description.tableofcontents | 目錄
頁次 第一章 緒論 第一節 研究動機與目的 1 第二節 研究方法與步驟 3 第三節 研究背景 7 第二章 文獻探討 第一節 資料包絡分析法文獻彙整 11 第二節 通路品牌與品牌策略 13 第三節 連鎖通路與經營效率 15 第三章 理論模型 第一節 績效評估方法之概述 19 第二節 資料包絡分析法之基本模型 21 第三節 資料包絡分析法特性 30 第四節 資料包絡分析法使用程序 31 第五節 DEA效率值迴歸分析 36 第四章 實證分析 第一節 樣本描述 39 第二節 DEA效率分析 44 第三節 效率值之迴歸分析 51 第四節 品牌效率之比較 59 第五節 眼鏡連鎖公司之成長策略 62 第五章 結論與建議 67 第一節 研究結論、發現與管理意涵 67 第二節 研究限制與未來研究方向 68 參考文獻 70 附錄 76 圖目錄 頁次 圖1-1 四種效率與生產力評估法分類圖 3 圖1-2 研究流程圖 6 圖3-1 Farrell的技術效率與分配效率圖 22 圖3-2 效率衡量與產出差額 27 圖3-3 VRS DEA效率衡量圖形 30 圖3-4 DMU之效率分類 33 圖4-1 CCR產出導向效率值次數分配圖 48 圖4-2 BCC產出導向效率值次數分配圖 48 表目錄 頁次 表1-1 傳統眼鏡連鎖店經營型態 10 表1-2 新型態眼鏡連鎖店經營型態 10 表2-1 資料包絡分析法相關文獻彙整表 11 表3-1 四種績效評估法特性分析表 20 表4-1 投入、產出項之敘述統計 42 表4-2 投入產出項Pearson相關分析表 43 表4-3 設定不同投入產出模型 44 表4-4 各模型效率值之敘述統計值 45 表4-5 各模型之DMU排序表 46 表4-6 廠商規模報酬個數統計表 47 表4-7 CCR與BCC之參考群體列表 49 表4-8 D001之參考群體及權重表 50 表4-9 D001之差額變數分析表 50 表4-10各項解釋變數之敘述統計表 54 表4-11 Tobit迴歸估計結果 56 表4-12效率值與店經理平均年資交叉比較表 57 表4-13產品品牌列表 60 表4-14不同品牌眼鏡店效率值敘述統計表 61 表4-15不同品牌眼鏡店經營效率之變異數分析表 62 表4-16研究對象之SWOT分析 65 | |
dc.language.iso | zh-TW | |
dc.title | 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 | zh_TW |
dc.title | A Case Study of Branding Strategy on the Performance of Chain Retailing Enterprises-An Application of the Data Envelopment Analysis | en |
dc.type | Thesis | |
dc.date.schoolyear | 98-2 | |
dc.description.degree | 碩士 | |
dc.contributor.coadvisor | 徐世勳(Shih-Hsun Hsu) | |
dc.contributor.oralexamcommittee | 陳柏琪(Po-Chi Chen) | |
dc.subject.keyword | 資料包絡分析法,Tobit迴歸,多品牌策略, | zh_TW |
dc.subject.keyword | data envelopment analysis,Tobit regression,multi-brand strategy, | en |
dc.relation.page | 80 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2010-08-19 | |
dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
顯示於系所單位: | 農業經濟學系 |
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