百貨公司經營關鍵成功因素之研究－以欣欣大眾百貨為例

The Key Success Factors of the Department Stores Operations–An Example as Shin Shin Department Store

詹鴻圖(Hung-Tu Jan)

指導教授 ： 劉自強

嶺東科技大學/商管學院/企業管理系高階經營管理碩士在職專班/碩士(2021年)

摘要

百貨公司經營關鍵成功因素之研究－以欣欣大眾百貨為例
研究生：詹鴻圖 指導教授：劉自強 博士
企業管理系高階經營管理碩士在職專班(EMBA)
摘 要
由於國民所得與生活水準的提高，許多新的百貨公司或購物中心陸續成立，使得既有百貨公司所面臨的挑戰也日益俱增，而兩大百貨集團總營業額佔全台灣的70%，單店經營要生存實屬不易。本研究採用文獻探討和專家訪談法，探討百貨產業關鍵成功因素，並分析、歸納欣欣大眾百貨公司之關鍵成功因素，提出研究建議，以供其未來營運參考。本研究之結論為：欣欣百貨公司主要的關鍵成功因素計有五項，即「市場區隔與定位」、「行銷企劃力」、「經營團隊管理與策略」、「招商與商品組合」、「交通便利性與附近商圈型態」。並建議其檢視公司競爭性資源條件，結合網路科技規劃產品擴張策略與行銷通路、積極培養新進人才，才能永續經營。
關鍵詞：關鍵成功因素、百貨公司、專家訪談法、欣欣百貨。

關鍵字

關鍵成功因素 ； 百貨公司 ； 專家訪談法 ； 欣欣百貨

並列摘要

The Key Success Factors of the Department Stores Operations - An Example as Shin Shin Department Store
Student: Hung-Tu Jan Advisor: Dr. Z-John Liu

Executive Master of Business Administration (EMBA)
Department of Business Administration
Ling Tung University

ABSTRACT
Due to the improvement of national income and living standards, many new department stores or shopping centers have been established one after another. As a result, the challenges faced by existing department stores are increasing. The two major department store groups account for 70% of Taiwan’s total turnover. It is not easy for a single store to survive. This study adopts the method of literature discussion and expert interviews to explore the key success factors of the department store industry, analyzes and summarizes the key success factors of Shin Shin Department Store, and proposes recommendations for its future operation reference. The conclusion of this study are: There are five key success factors for Shin Shin Department Store, namely "market segmentation and positioning", "marketing planning ability", "operating team management and strategy", "investment and product mix", " Convenience of transportation and the types of nearby commercial districts." It is also recommended that it review the company's competitive resource conditions, plan product expansion strategies and marketing channels in combination with internet technology, and actively cultivate new talents in order to maintain sustainable operations.
Keywords: Key Success Factors, Department Stores, Expert Interview Methods, Shin Shin Department Store.

並列關鍵字

Key Success Factors ； Department Stores ； Expert Interview Methods ； Shin Shin Department Store

參考文獻

參考文獻

一、 中文部份

大前研一(1985)，策略家的智慧，台北：長河出版社。

中華民國統計資訊網(2020)，人口統計，擷取日期：2021年1月7日，https://www1.stat. gov.tw/ct.asp?xItem=15410&CtNode=4694&mp=3

王祥宏(2009)，私立學齡前教育業經營關鍵成功因素之實證研究，國立高雄大學國際高階經營管理在職專班未出版碩士論文。