零售業顧客知識結構與銷售績效之關聯－ 以台北市傳統零售市場為例

Relationship between Knowledge Structures and Sales Performance: An Empirical Study of Tranditional Retail Market in Taipei

林德隆(Te Lung Lin)

指導教授 ： 任立中

國立臺灣大學/管理學院/國際企業學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.10285

摘要

傳統零售市場由於延續過去的經營模式與思維、政府法令規章的限制、市場軟、硬體改善機制的失調等種種原因，使得原本以親切、富人情味為其優勢的傳統市場喪失其原本應有的消費族群，民眾紛紛往商圈內的黃昏市場、超級市場與其他賣場流失，造成傳統市場在經營上產生困難。面對傳統市場經營上的缺失與管理制度的問題，政府單位則曾提出過許多的政策與相關配套措施來改善傳統市場的經營機制。
本研究在傳統零售市場經營上主要為探討傳統市場攤商對於顧客的瞭解程度，並探討該瞭解程度與銷售績效之間的關聯。本研究主要分為三大步驟：1.藉由計算市場攤商(週邊攤販)之顧客知識結構，來探討市場攤商(週邊攤販)認知顧客結構與實際顧客結構之差異。2.利用迴歸模型與相關性分析探討營業額與顧客知識結構之關聯。3.探討高、低銷售績效之市場攤商(週邊攤販)其顧客知識結構是否有顯著差異。
本研究根據研究之結果，提出對台北市市場處規劃與實行計劃時之建議，並提出傳統零售市場之攤商(週邊攤販)於經營上的建議。

關鍵字

顧客知識結構 ； 傳統零售市場 ； 銷售績效 ； 敘述性知識 ； 程序性知識 ； 週邊攤販

並列摘要

Due to the past operation system, people’s thought, also the restriction from government and the changing with soft and hard equipments make the traditional retail marketing out of track. The above reasons make the traditional market losing their target customers from warmness and friendliness, these are their competitive advantages. People start going to supermarkets or other hypermarkets instead; this situation makes traditional market turn into black page. According to the unbalanced and management problem with traditional market, government had suggested many related strategies to adjust this situation.
This researching is focused on how customers understand and have awareness with traditional market; also analysis the relationship between the awareness and selling performance.This project divides into 3 steps: 1.The difference between vendors’ consciousness and reality of customer’s structure by counting how many vendors there are. 2.Discuss the relationship between the customer knowledge structures of the market vendors and their sales performances by developing the regression model and correlate analysis. 3.Analysis the differences between the customer knowledge structures and market vendors knowledge from the high and low performances.
As a result of this research, it will provide to Taipei City Market Administration Office as suggestions when it is time to plan and implement their policies, also suggest how to improve the business with traditional retail market.

並列關鍵字

Knowledge Structures ； Traditional Retail Market ； Sales Performance ； Procedural Knowledge ； Declarative Knowledge ； Vendor

參考文獻

2. 台北市市場管理處，台北市傳統零售市場挀興方案，民國87年10月。

1. Abelson, Beth(1981). “Problem Solving and the Development of Abstract Categories in Programming Language,”Memory and Cognition, 9(July), pp.422-433.

2. Alba, Joseph W. and J. Wesley Hutchinson(1987).“Dimensions of Consumer Expertise,”Journal of Consumer Research, 13(March), pp.411-454.

3. Arun Sharma, Michael Levy and Ajith Kumar(2000) .“Knowledge Structures and Retail Sales Performance: An Empirical Examination,”Journal of Retailing, Vol.76(1) ,pp.53-69.

5. Bitner, M.J. (1990). Evaluating service encounter: The effects of physical surroundings and employee response. Journal of Marketing, 54, pp.70.