- 學位論文
商圈對便利商店雜誌銷售之影響－以全家便利商店為例－
The Influence of the Selling of agazine in Convenience Store by Trade Area-Using FamilyMart as Example
摘要
CVS在臺灣擁有高密度的據點分佈，為滿足顧客即時所需，也提供了各式的服務，擴大店內坪數，利用多出來空間，增加消費者於店內停留時間，以更多創新行銷手法及導入新穎具話題性商品，吸引更多的顧客並留住顧客，臺灣出版市場相較其它臨近國家，在買書的行動力稍嫌不足。然而消費者購書時受到的影響以「價格折扣」及「排行榜」兩者為主，但是現今出版社在資源有限的情況下，不可能每一期都在各通路都做促銷，當在策劃行銷活動時，往往必須考量到成本、效益及曝光度等因素；在實務上，當出版社在單一通路做促銷時，這個通路的銷售量會比平常不促銷時增加；但卻會讓這家出版社在其他未促銷通路上的銷售量減少，原因在於零售型的消費者有習慣會到處比較，同樣的產品在價格或是贈品上，孰優孰劣後，再做購買決策。 本研究依全家便利商店共計8大主商圈，8大主商圈下細分成24次商圈，依各次商圈取前5名店舖，共計120家店舖銷售數據分析，且以敘述性統計、單因子變異數分析、等統計方法進行資料分析，研究結果發現： 1. 主商圈與次商圈會影響雜誌銷售量。 2. 不同促銷情境下，會部份影響主商圈與次商圈雜誌銷售量。 3. 不同議題情境下，會部份影響主商圈與次商圈雜誌銷售量。 建議刊物議題分類之作業，可納入提報系統，廠商提報時可提供商品完整訊息，以利配量人員於配本時，有更精密完整之數字可參考；且建議系統可輔助註記該配本參考之標的，是否有何促銷方式，以提昇配本準確性進而提昇出版品銷售，同時亦能回饋訊息予出版社，於規劃活動時有所依據，讓雙方互惠贏得雙贏之局面。
並列摘要
Chain Convenience Stores have a high-density distribution in Taiwan. For the satisfaction of customers, they not only provide a variety of services, but also expand space of shops, engage customers to spend more time and expense in the store. With more innovative marketing strategy and import buzz commodities to increase the volume of business. Taiwan’s publishing sales are lower than neighboring countries. When consumers buy books, discount and ranking are the main consideration. For the limited resources, included the costs, benefits, exposure, etc., it can not always be promote in every period. In fact, single channel promote will increase the sales higher than usual, and decrease other channels’ sales in the same time. Because retail consumers used to comparing discounts or bonuses before they make the decisions. This study according to the eight primary trading area and twenty-four secondary trading area of FamilyMart and then used the sales data from top five stores in each secondary trading area, totally 120 stories. Analyze with descriptive statistics and one-way ANOVA analysis statistical methods. Results of the research are as follows: (1) Primary trading area and secondary trading area will affects sales of magazines. (2) Under different promotional situational factors will partial affects sales of magazines in primary trading area and secondary trading area. (3) Under different subject factors will partial affects sales of magazines in primary trading area and secondary trading area. This study recommended distributors provide more detail information to proposal system, could be beneficial to the process of classifying subjects. And record more date such as a note or promotion in the proposal system. By strengthen the accuracy of distribute to increase the number of sales. Both sides enhance the feedback to each other so that create a win-win situation in the market.