檔期促銷對零售商店業績影響之研究

A Study of promotion schedules on retail stores sales performance

游靖翎(Ching-Ling Yu)

指導教授 ： 李月華

淡江大學/商管學院/企業管理學系碩士班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00140

摘要

在這高物價的時代，個人所得沒變動，物價反而愈來越高。近年來，在這競爭越來越激烈的市場上，廠商為了求生存，無不費盡心思在行銷組合上努力。隨者促銷型態越來越多，大幅折扣的商品將為零售業帶來額外的客流量。同時，近年來許多零售業也開始採用節慶活動，因為節慶活動具有許多優點，能宣揚商店特色、也能結合商店產業創造出收入。因此，在上述影響因素中欲加以探討是否其他外在因素也對檔期促銷績效有所影響，此為本研究動機。本研究目的為：探討不同的促銷方式對零售商店業績之影響。探討檔期促銷對零售商店自有品牌的業績之影響。探討其他外在因素是否會影響檔期促銷績效。
本研究對象以台北市松山區某連鎖藥妝店，資料主要來自此零售商店資料庫，取得最近連續一年多各檔期時間之每日業績、每日來客數、自有品牌的銷售佔比、及總共16檔期活動。將研究時間設定為2018年11月26日至2020年3月31日。本研究採用SPSS統計軟體作為分析工具，依照研究目的與假說進行驗證，主要採用描述性統計分析、Pearson相關分析、迴歸分析。
本研究根據分析結果，其研究結論為：
1.不同檔期促銷方式對零售商店業績有不同之影響。
2.促銷廣度對零售商店業績有不同之影響。
3.天氣變化會調節檔期促銷活動對零售商店業績之影響。
4.節慶活動會調節檔期促銷活動對零售商店業績之影響。
5.商店環境會調節檔期促銷活動對零售商店業績之影響。

關鍵字

促銷方式 ； 節慶活動 ； 零售商店

並列摘要

In the era of high prices, personal income has not changed, but prices have increased. In recent years, in the increasingly competitive market, in order to survive, manufacturers have tried their best in marketing combinations. There are more and more follow-up promotions, and heavily discounted products will bring additional traffic to the retail industry. At the same time, in recent years, many retail businesses have also begun to adopt festivals, because festivals have many advantages, which can promote store characteristics and generate income in conjunction with the store industry. Therefore, in the above influencing factors, we want to explore whether other external factors also have an impact on the performance of schedule promotion, which is the motivation of this research. The purpose of this research is to explore the impact of different promotion methods on retail store performance. Discuss the impact of scheduled sales promotion on the performance of retail stores' own brands. Explore whether other external factors will affect the performance of schedule promotion.
The research object is a chain drugstore in Song-Shan District of Taipei City. The data mainly comes from this retail store database. The daily performance, number of daily visitors, and private brand sales for the most recent consecutive year for more than one year are obtained. And a total of 16 schedule events. The research periods are set from November 26, 2018 to March 31, 2020. In this study, SPSS statistical software was used as an analysis tool to verify the research objectives and hypotheses, mainly using descriptive statistical analysis, Pearson correlation analysis, and regression analysis.
Based on the analysis results, the conclusions of this research are:
1.Different time sales promotion have different effects on retail store performance.
2.The extent of promotion has different effects on retail store performance.
3.Changes in weather will adjust the impact of scheduled promotions on retail store performance.
4.Festival activities will adjust the impact of scheduled promotions on retail store performance.
5.The store environment will adjust the impact of scheduled promotions on retail store performance.

並列關鍵字

Promotion Types ； Festival Events ； Retail Stores

參考文獻

參考文獻

一、中文部分

1.王玟茵(2004)。組合價格促銷、產品訊息內容對衝動性購買行為之影響,國立高雄第一科技大學行銷與流通管理系碩士論文。

2.王又鵬(1993) 。促銷活動對消費者購買行為影響之研究，政治大學企業管理研究所博士論文。

3.朱永正(2010)。促銷方式對消費者知覺價值、購買意願與忠誠度影響之研究- 以屈臣氏連鎖藥妝店為例。國立中山大學企業管理學系研究所碩士論文。