五金零售業促銷活動管理系統之研究

近年來各行各業競爭激烈，為了吸引消費者前來消費，除了提高促銷預算，降低產品價格空間，針對消費者設計各種的促銷工具，具有不同的促銷活動辦法，來提升買氣與業績，進而達到賣場所需的業績與獲利來源之目標。除了傳統五金商店外，複合式五金賣場也如雨後春筍的開店，同時帶動門市銷售點資訊系統（point of sales system， POS）等產品發展空間。使用 POS 收銀系統可以達到自動結帳、交易迅速準確、防止收銀弊端、準確的掌握庫存量、銷售分析迅速、簡化作業流程及減少店家整理作帳時間、改善經營績效、提高企業形象…等等優點，致使五金賣場紛紛採用。本研究是以設計五金賣場促銷活動管理雛型系統方式，來探討五金零售業促銷活動管理 POS 具備的架構，以及系統的需求與注意事項。本研究採用 POS 系統發展研究法，首先根據文獻探討零售業的組織型態以及消費者銷售促銷的工具，促銷策略的運用、銷售績效以及組合行銷的元件(時間、產品、數量、價格、付款方式、對象等等之因素)，利用開發工具設計五金零售業促銷活動管理雛型系統。最後研究結果發現，系統元件的使用可以協助行銷人員設計促銷方案，另外 POS (point of sales system)應加強即時提供促銷建議資訊(出現促銷產品的選項視窗)協助人員促銷，未來系統設計應考慮結合顧客關係管理系統。

關鍵字

零售業；五金賣場；促銷；銷售資訊系統

並列摘要

In recent years, all kinds of commercial industries are highly in competition. In order to attract consumers, besides increasing the promoting budget and lowering the price of products, designing all kinds of promoting tools and a varity of marketing activities for consumers raises the amount of sales and the profit of company. Aside from tradition hardware stories, many complex hardware wholesalers are also in opening.The development brings the growth space of Point of Sales System ( POS ) .Using POS can complete the following jobs: automatic check-out,avoiding cheating form employee, rapid and accurate transition, precise inventory control,rapid marketing analysis ,simplifying operation process, reducing corporate load,improving management performance,raising corporate image, and etc.These advantages make hardware wholesalers adop POS.This study uses “Complex hardware wholesalers promotion management prototype system”to discuss the structure and requirement of hardware industry POS Designing.This study uses POS development method. First of all, this study discusses the type of organization, marketing promotion tools and strategies, and marketing elements (time, products, quantities, payments, and targets for hardware industry organization). This study uses development tool to design the prototype of promotion management system. In conclusion, this study shows that the use of development system can assist marketers to design promotion programs. Besides, POS should enhance real-time promotion information (pop-up window) and combine customer relation management system to help sales promotion in the future.