消費者零售商店惠顧行為之研究

THE STUDY ON CUSUMER PATRONAGE IN RETAILING STORE

謝繽葳(Pin- Wei Hsieh)

指導教授 ： 謝錦堂

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

自從全聯福利中心大舉擴店以來，台灣零售通路已產生變化，改變了量販店業態自1989年第一間萬客隆及家樂福開始的盛世，在量販店取代了早期以軍公教福利中心體系優勢後，量販店一直佔台灣零售通路龍頭之優勢；但現在對於台灣的消費者而言要買便宜的商品量販店的大包裝價格已經不是首選，全聯福利中心以經濟實惠為號召成功吸引了消費者後，從虧損至今快速成長至600店的規模已使得消費者惠顧行為在近幾年呈現改變。另外便是好市多的亮眼表現在全球單店銷售業績可以僅次於南韓好市多排名全班笫二的強度於2011年8月分別在台南區及高雄開了兩家新店新開幕時還針對當地客群在店內販售價值近千萬元的鑽石。
因而台灣的零售業供應商如何在在量販店獨大後多年的今天對於全聯福利中心主打低價及好市多主攻進口商品的兩個通路的策略已讓每家供應商無不成立獨立部門專門服務全聯福利中心或者有專門小組服務好市多並開發相關產品提供給好市多會員。足見此兩通路已影響消費者行為也證明於全省快速展店的規模上。因而希望藉由此份研究增進對現今消費者行為做為零售業用品供應商於產品上市之分佈策略上之參考。
本研究採問卷調查方式對消費者進行惠顧行為之問卷調查。

關鍵字

消費者行為、零售業

並列摘要

Since PX mart expand new stores rapidly， Taiwan retail channel has changed a lot， Makro was the first one which base on cash and carry type in 1989 and after few years， Carrefour， RT-Mart， Costco， Tesco joined the market， and then PX mart changed successfully also Costco has great growth too.
The trend forced people in retail industry to change and find out the consumer category in order to develop the business plan and try to have best result.
The purpose of this study is to find the current retail trend and define the customer category for retail business people and then they could come up the plan and expand the scale also profit growth.

並列關鍵字

Consumer behavior, Retailing

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