零售量販業商品提貨券之行銷通路探討

An Investigation of Gift-voucher Marketing Channel in Hypermarket

周瞻英(Jam-Ing Jou)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

隨著國民所得不斷地提昇，使得國人消費習慣改變，大型量販購物中心已成為零售業者取得競爭優勢之發展趨勢。在量販業者經營策略競爭多樣化之下，商品提貨券的行銷通路已被各業者所逐漸重視，作為提升經營績效的競爭策略方法之一。
商品提貨券的行銷通路績效，所產生及創造的企業經營績效，已逐漸佔有相當的份量。藉著本研究希望能對國內量販業者，對商品提貨單之行銷通路環境、通路管理、組織結構、通路策略、及通路衝突之整合，與企業經營業績與企業利潤之間的關聯性，加以歸納整理、探討分析。
在台灣量販市場中，商品提貨券之行銷商機尚未飽和，本研究個案之探討，期望有益於業者將來的商品提貨券之行銷通路，可能之發展策略及改善管理之參考建議。

關鍵字

商品提貨券 ； 通路環境 ； 通路管理 ； 通路策略 ； 通路衝突 ； 經營績效

並列摘要

Hypermarket is a type of development retailing business. The raise of national income is changing the consumer purchase behavior in hypermarket. In the realm of enterprise competition strategy, it is a gift-voucher market channel that the strategy must be dynamic, and the cooperation must be continuous, so that the goal can be achieved flexibly and effectively.
In this research, we take the local hypermarket, as an example to study the gift-voucher performance, which includes the strategies of channel environment, channel management, channel organization, channel conflict, strategy manipulation, and the creation of attraction.
It defeats most business performance, as well as how it leaps, within years, from the most of all the hypermarket business in Taiwan. The gift-voucher market for hypermarkets is not yet saturated in Taiwan. The followers may take the case research of gift-voucher market channel as their reference. Meanwhile, that is what this research is devoted to.

並列關鍵字

gift-voucher ； channel environment ； channel management ； channel organization ； channel conflict ； business performance

參考文獻

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