我國百貨公司競爭力指標之探討與建立

A Study on the Composition of the Competitiveness Indices of Taiwan''s Department Stores

林武駿(Wuu-Jiunn Lin)

指導教授 ： 張百棧

元智大學/工程學院/工業工程與管理學系/碩士(1997年)

摘要

本研究主要探討國內百貨公司在目前顧客需求、經濟環境與同業日益激烈競爭情況下，有哪些競爭力關鍵要素影響其營運績效之高低，而這些競爭力關鍵要素即是本研究所欲建立之競爭力指標，本研究擬以所建構競爭力指標，作為百貨公司業者提昇競爭力之參考。
本研究主要研究方法為分析層級程序法(Analytical Hierarchy Process , AHP)。首先參考百貨公司相關研究文獻與專家學者建議，針對顧客對百貨公司所重視之因素、百貨公司的經營資源與條件與專櫃廠商的特性等三方面提出各細項指標，再根據本研究提出之百貨公司競爭鑽石理論形成各構面，將這些細項指標予以層級化。完成層級化後，針對各項構面與細項指標給予相對權重值。權重值求取乃以問卷方式請專家學者與業者成偶比對評估，經運算與一致性檢定後得到各構面與細項指標的相對權重值。
研究結果顯示，百貨公司的競爭力指標包含七大構面與三十五細項指標，各構面的優先順序與權重值分別為事業策略21.4%、商品力19.8%、服務力15.2%、賣場力13.8%、人力資源11.2%、推廣力10.4%、財務金融8.2%。
為檢驗競爭力整體指標之建構效度，本研究以營業收入、營收成長率、市場佔有率、市場佔有成長率、獲利率、淨資產報酬率、每一員工產值等七項經營績效綜合值作為效標變項。檢定結果發現，本研究之競爭力整體指標在此營運綜合績效值的檢驗下，是具有相當的建構效度。

關鍵字

百貨公司 ； 競爭力指標 ； AHP ； 多準則權重

並列摘要

The purpose of this research is basically to investigate what competitive factors will make department stores have better management performance in highly intensive retail market. These competitive factors are the detail competitiveness indices that we want to establish. And with proposing the competitiveness indices, department stores can use it to improve their competitiveness.
This research mainly uses Analytical Hierarchy Process methodology. First, This research reviews articles relating to department stores and discusses with experts and scholars to propose competitiveness indices. These indices are based on three parts, including the factors of department stores appreciated by customers (from customers'' viewpoint), resources and constraints of department stores (from managers'' viewpoint), and the properties of tenants. Second, these detail indices must be built up a hierarchy structure. In the process of hierarchy, the dimensions are formed by Diamond Theory of department stores developed by this research. Then the relative weights shall be given to each dimension and index. To obtain the relative weights of each dimension and index, experts and scholars are asked to evaluate the dimensions and detail indices by using pair-comparison method. At last, the data of evaluation is calculated and examined the consistency.
The findings of this research indicate that the competitiveness indices of department stores include seven dimensions and thirty-five detail indices. The priority and relative weights of dimensions are business strategy 21.4%, merchandise 19.8%, service 15.2%, facility 13.8%, human resource 11.2%, promotion 10.4%, and finance 8.2%.
In order to demonstrate the construct validity of overall competitiveness indices, this research uses seven items of performance that are sales, sales growth rate, relative market share rate, relative market share growth rate, return on sales, return on net worth and sales per employee. The test shows that the overall competitiveness indices have construct validity.

並列關鍵字

department store ； competitiveness indices ； AHP ； weights of multiple-criterion

參考文獻

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