百貨公司品牌專櫃經營績效影響因素之研究-以運動休閒品牌為例

長期以來，百貨業為台灣零售業中最熱門、也是反映出經濟景氣最直接的產業別之一。百貨公司在合作的專櫃廠商也不斷進行汰換與調整，以因應近年來電子商務嚴重衝擊實體店鋪的影響。本研究將探討專櫃廠商與百貨公司之間的經營要素分析及關鍵影響因素，做為百貨公司經營者了解、參考的經營重點方向，除能直接提升與品牌間之合作關係之外，更進而有效增加百貨公司的業績表現。本研究使用模糊層級分析法(Fuzzy Analytic Hierarchy Process，FAHP)為研究方法，藉由專家問卷調查評選指標，進行成偶比對評估、建立成偶比對矩陣，瞭解百貨公司品牌專櫃經營績效影響因素之權重，經層級架構和整體層級權重，以求出各評估構面準則彼此間的關係與相對重要性。研究結果顯示: 百貨公司品牌專櫃經營績效影響最重要之因素為「通路(百貨)檔期促銷活動」，其他依序為「通路(百貨) 硬體與地理條件」、「通路(百貨)整體品牌結構」、「通路(百貨)廣告宣傳與數位媒體運用」、「專櫃自身品牌知名度的建立」。

關鍵字

百貨公司；品牌專櫃；經營績效；模糊層級分析法

並列摘要

For a long time, the department store industry has been one of the most popular and most directly reflected in the retail industry in Taiwan. The counters cooperated by department stores are also constantly undergoing replacement and adjustment, in response to the serious impact of e-commerce on physical stores in recent years. This study explores the operational factors and key influencing factors between counters and department stores, and provides department store operators with an understanding and reference to key operational directions. In addition to directly enhancing the cooperative relationship between department stores and brands, it will effectively increase the performance of department stores. This study used expert questionnaires to find out the factors affecting the performance of department store brand counters, and adopted the Fuzzy Analytic Hierarchy Process (FAHP) to calculate the weight and order of the relative importance of each criterion and each sub-criterion. The results show that the most important influencing factors are “channel (sales department) schedule promotion activities, “channel (department) hardware and geographical conditions”, “channel (department) overall brand structure”, “channel (department) advertising " and "establishment of brand awareness of its own brand".