主題式展售會與經營績效之相關性分析-以汐止區農會為例

Abstract

主題式展售會通過吸引特定消費群體和創造購物氛圍，不僅促進了產品銷售，也增強了品牌認知度和顧客忠誠度。本研究以汐止區農會為例，探討舉辦主題式展售會對於農會供銷部經營績效的影響。本文實證分析以2023年1月至2023年12月汐止區農會供銷部銷售的交易內容為資料來源，透過最小平方法線性迴歸模型分析，研究結果顯示主題式展售會對產品銷售有顯著的正影響，其中又以生活用品和飲品茶類的效果較強。總結來說，本研究證實了主題式展售會能有效提升農會供銷部的經營績效，特別是在生活用品和飲品茶類產品的銷售上，展現出顯著的正面影響。這表明舉辦主題式展售會不僅有助於增加銷售額，還能提高農產品的市場競爭力和農會的整體經營表現。

Special sale activities not only promote product sales but also enhance brand awareness and customer loyalty by attracting specific consumer groups and creating a shopping atmosphere. This study takes the Xizhi District Farmers’ Association as an example to explore the impact of holding special sale activities on the operating performance of the supply and marketing department of the Farmers’ Association. The empirical analysis of this study uses linear regression models and the transaction data from the supply and marketing department of the Xizhi District Farmers’ Association from January 2023 to December 2023. The special sale activities have a statistically significant impact on product sales (daily necessities and beverage tea products). In summary, this study confirmed that special sale activities can effectively improve the business performance of the supply and marketing department of farmers’ associations, especially in the sales of daily necessities and beverage tea products. This shows that holding special sale activities can not only help increase sales but also improve the market competitiveness of agricultural products and the overall business performance of farmers’ associations.