台灣Ｃ百貨周年慶行銷策略之探討

The study of the marketing strategies during anniversary sale of C department store in Taiwan

陳英松(Ying-Sung Chen)

指導教授 ： 楊東震

義守大學/管理學院/管理碩博士班/碩士(2017年)

摘要

本研究屬質性個案研究，根據縱向與兩階段方法分別對百貨公司周年慶活動進行個案研究。百貨公司周年慶所創造營收，關係到年度營收是否達成，占很重要地位，故以編時程表的方式記錄，所有關於策略決策演化過程的主要事件與議題，應用修改後B-B 過程模式，並將不同管理層級的活動過程加以連結，並概念化促銷活動策略形成的管理活動樣式。
檔案資料的蒐集，包括關於個案公司歷史描述、關係企業、公司各年營收狀況、中部百貨市場佔有率等資料，均為本研究資料收集的對象，另也收集同業相關活動訊息，做為參考佐證，期間也拜訪影響其策略競爭業者主管，收集更多論點。
最後本研究，根據所蒐集到的過程資料，以紮根理論方法，逐一的依照管理式樣與時序編碼，逐一的鑲嵌進入修改後B-B 過程模式的矩陣內，以呈現個別管理活動的連結，歸納出個案周年慶行銷活動策略的式樣，並提出相關的研究命題與結論，以提供管理實務的策略思維。

關鍵字

周年慶 ； B-B 過程模式 ； 推廣組合策略 ； 百貨公司

並列摘要

This study is an individual case study, based on vertical and two –stage method of case study of department store anniversary sale. The revenue generated during the anniversary sale, responsible for annual revenue, plays an important role. The major events and issues regarding the process of strategic decision making are recorded in the order of time, with Bower-Burgelman Process Model Evolution adopted. Activities at different management levels are combined, and management style formed by marketing strategies conceptualized.
The collected data includes the history of the company, related corporation, annual revenue, and market share of the department stores located in central Taiwan, and so on. Related activities held by the same trade are also collected for reference. Visits to influential supervisors in the competitive industry were paid to collect more arguments.
In conclusion, based on the collected data, this study is coded by taking a fundamental theoretical approach in accordance with the management style and time order, and the data is input in the matrix of Bower-Burgelman Process Model Evolution. The links between individual management activities are presented so as to conclude the marketing strategies adopted during anniversary sale. With relevant study thesis and conclusion proposed, the strategic thinking of management is acquired.

並列關鍵字

Annual Sale ； B-B Process models ； Promotion strategy ； Department store

參考文獻

楊承鑫(2014)。Ｂ幼兒園經營策略個案之研討。高雄義守大學，管理碩博士班。

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Burgelman, R. A., (1996). A Process Model of Strategic Business Exit: Implications For An Evolutionary Perspective on Strategy. Strategic Management Journal, 17, 193-214.