零售業擴展之消費者行為之研究

The Study of Consumer Behaviour in the Expanded Retail Management

江志權(Felix Fredie)

指導教授 ： 李旭華

淡江大學/商管學院/經營管理全英語碩士學位學程/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00252

摘要

本文的主要目的是找到一種方法來擴展公司的版圖。 CV Audio Technics 為了了解 消費者的購買行為以及零售業務的其他方面，如: 經濟，技術，環境的方面。CV Audio Technics 是在一間在印尼的班達亞齊城市中最為著名的電子零售業之一， 至今已經營 35 年。該公司決定利用網路銷售來擴展實體店，並使用波特五力模型 來分析競爭力水平。印尼的線上零售產業發展速度非常快。然而，在這個網路銷 售的興起的年代, 不但可以幫助公司獲得更多的利潤並取代實體店。而利用波特 五力模型分析的結果表明，通過線上零售可擴大實體店面的銷售。 35 年來實施以 下 3 個理論: 展示了零售理論，零售生命週期理論和環境理論，展示了在另一個 地方重新應用這一理論的可能性.

關鍵字

零售業管理 ； 消費者購買行為 ； CV. Audio Technics Electronics ； 線上零售

並列摘要

The primary aim of this paper is to find a way to expand the brick-and-mortar business for CV. Audio Technics by understanding the consumers buying behaviours, and other aspects in retail business, such as; economics, technology, environmental aspects. CV. Audio Technics is one of the well- known electronic retail stores in Banda Aceh, Indonesia, since it has been running for 35 years until now. The company decided to expand the brick-and- mortar store through online retail by using the Porter’s 5 Forces model to analyse the level of competitiveness. Online retail has been growing at a very fast pace in Indonesia. That being said, online retail business in this era can help the company to gain more profit instead of having only a brick-and-mortar store. Result from porter five forces suggests it is feasible to expand the brick- and-mortar through online retail. 35 years of implementing the following 3 theories; wheel of retailing theory, retail life cycle theory, and the environmental theory are demonstrated, it shows the possibility to re-apply this theory in another location.

並列關鍵字

Retail management ； consumer buying behaviour ； CV. Audio Technics ； online retail

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