超市經營成功因素重要性分析

隨著社會結構的改變，超市的規模逐年擴大並且更貼近百姓需求。這也顯示出比起傳統市場，近年來活躍於鄰里之間的超市更吸引消費者前往，相較於巷口林立的便利商店，超市提供的是更貼近消費者日常的服務，成為台灣人採買生活必需品的購物中心。因此，此研究透過眾多文獻的探討統整出超市經營的成功因素，並利用層級分析法建構重要性排序。本研究研究對象以曾前往超市購物的顧客為主，共24位，根據結果歸納出超市經營成功的因素，由資訊系統、客戶服務、品牌優勢、策略聯盟四大構面，分析歸納出經營成功因素的16個指標重要排序加以討論，期望本研究結果，可提供超市管理者經營方向。

關鍵字

超市；生活必需品；層級分析法

並列摘要

With the alternation of social structure, the scale of supermarkets has expanded year by year and is closer to the needs of the people. This also shows that the supermarkets that have been active in the neighborhood in recent years are more attractive to consumers than the traditional markets. Compared with the convenience stores lining in the alleys, the supermarkets provide services that are tighter to the daily life of consumers, and have become the shopping mall for necessities of life in Taiwan. Therefore, this study integrates the success factors and related aspects of supermarket operation through the discussion of many literatures, and uses the analytic hierarchy process to construct the importance order of each aspect. The object of this research is mainly the general public, with a total of 24 people. According to the research results, the factors for the success of supermarket operation are summarized, which are composed of 16 indicators in four aspects: information system, customer service, brand advantage and strategic alliance. The important ranking of 16 indicators of business success factors is analyzed and discussed. Hopefully, the results of this research can provide management directions for the managers of the whole alliance.

並列關鍵字

Supermarket ； Necessities ； Analytic Hierarchy Process

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