童鞋零售店經營關鍵成功因素之探討

The Research of the Key Success Factors of Children's Shoes Retail Stores

洪兆堂(Jau-Tang Hung)

指導教授 ： 廖森貴

國立臺北科技大學/管理學院/管理學院經營管理EMBA專班/碩士(2013年)

https://doi.org/10.6841/NTUT.2013.00207

摘要

根據內政部統計處的最新資料顯示，近10年來新生兒出生率從91年的24.7萬人下降到100年的19.6萬人，面對台灣幼童人口逐年降低的威脅，童鞋進口品牌越來越多、市場瓜分、消費者選擇性多、童鞋廠商不得不重新思考，童鞋品牌經營的模式，例如由工廠轉型為品牌經營者，以開設童鞋零售店直接面對消費者之需求，並尋求差異化以建立品牌之忠誠度。
本研究將以童鞋零售經營關鍵成功因素為研究主題，並提出三點研究之目的。
一、透過本研究，了解並探討台灣童鞋零售店經營之型態。
二、利用文獻探討的方式，找出文獻中對童鞋零售店有重要影響的因素。
三、針對台灣童鞋市場探討童鞋零售店經營關鍵成功的因素。
首先搜集童鞋零售店相關產業文獻，再經由產業分析及消費者購買行為調查，歸納出初步童鞋零售店經營關鍵成功因素，再經由專家訪談修正其初步成功因素。
經由訪談調整其構面以及關鍵成功因素之後，最後再以AHP層級分析法針對北、中、南全省20家主要童鞋零售店之經營者進行問卷調查，其中包括連鎖童鞋小朋友系列、兩隻老虎系列、小丁婦幼館等，然後經由分析匯整出6項關鍵成功因素之構面，其中並包含有19個關鍵成功因素如下說明。
1. 營業管理面:服務創新、顧客抱怨處理、獎勵制度、檢討會議、售後服務制度、人員管理制度、資訊情報的處理能力。2. 財務面:店舖經營現金流量的控管、成本控制能力。3. 商品面:商品教育訓練、商品體驗、品質維護、定價策略、存貨管理、產品獨特性。4. 行銷活動面:推陳出新的行銷創意手法、不定期的主顧客回饋方案。5. 視覺陳列面:不斷的影像曝光。6. 商圈結構面:店址和商圈的選定。

關鍵字

童鞋零售店 ； 關鍵成功因素 ； AHP層級分析法

並列摘要

According to the latest information retrieved from the Department of Statistics, Ministry of the Interior, the birth rate dropped to 19.6 hundred thousand of 2011 from 24.7 hundred thousand of 2002 in the past ten years, to face the threat of gradually reduce year by year for Taiwan children population,more and more imported shoes brand name, carve up the market, and more choice in consumers market, children’s shoes manufactures need to reconsider the business model, for example , the business model from ODM transforms into OBM (brand name) , and create the Children’s shoes retail to meet the cunsumers’ needs directly, seeking the differentiation to build the brand loyalty.
The theme of this study will be the key success factors of Taiwan children’s shoes retail operations research, to propose the purpose and suggestions of the three-point research.
Through this research to understand and explore the business model of children’s shoes retail stores in Taiwan.
2. Using literature research to identify the Key Success Factors that have a major impact on the children’s shoes retail stores.
To explore the key success factors of children’s shoes retail stores in Taiwan children’s shoes market.
First of all, collect the literature related industries of children’s shoes retail stores, and through industry analysis and the survey for consumer buying behavior, summarized preliminary the key success factors of shoes retail business model, and then modified its initial key success factors through expert interviews.
Via expert interviews to adjust their perspectives and key success factors, then provide the questionnaire by Analytic Hierarchy Process (AHP) AHP tools for the 20 major children’s shoes retail sotres in north, central, and south Taiwan, including a chain of children’s shoes children series, two tiger, Xiaoding women and children museum through the analysis to collect six dimensions of the key success factors, which contains 19 key success factors as described below.
1 The dimensions of business management: service innovation, customer complaints handling,reward system, review meeting, after service system, personnel management systems, the capabilities of intelligence information processing.
2 The dimensions of financial: cash flow control of shop operating, and cost control.
3 The dimensions of product: Education and training, product experience, quality maintenance, pricing strategies, inventory management, and product uniqueness.
4 The dimensions of Sales promotion: bring the creative way to approach market, Occasional the feedback program to main customers.
5 The dimension of visual display: continuous image exposure.
6. The dimension of district structure: location select for shop and district.

並列關鍵字

shoes retail stores ； key success factors ； analytic hierarchy process

參考文獻

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