臺灣博碩士論文加值系統

台灣已在2003年超越日本，成為世界上連鎖便利商店分布密度最高的地區，在競爭日趨激烈的環境中，各連鎖體系無不絞盡腦汁來思考如何在績效上勝出。連鎖便利商店的產品就是門市，每個門市創造的業績加總就是連鎖體系的獲利來源。本研究從行銷策略的角度，以萊爾富便利商店為個案，進行門市店齡、促銷頻率、競爭者密集度及統治機制對於門市業績的關聯性探討。
本研究利用萊爾富便利商店全省資料齊全的868家門市，以2005年1月到12月的銷售業績資料，使用Panel Data模型分析。發現門市店齡長短與門市業績成負相關，促銷頻率多寡與門市業績成正相關，當門市出現一家競爭者時對業績成正相關、再增加第二家或更多競爭者時則呈現負相關，加盟的統治機制與門市業績成正相關。
連鎖便利商店總部應重視優良的加盟門市，對此類加盟主列管並付出更多心思維持良好合作關係。對便利商店總部而言，每個門市都是營業收入來源，每個門市所面臨的競爭同業也應是必須注重的，而促銷活動又是提昇業績的必要工具，同理，競爭者也會善用此類工具，如何建立一套機制，在眾多門市中能對每個門市面臨的變動環境加以紀錄並控管，是企業必須思考的。便利商店連鎖系統的運作為一龐大複雜的機制，而會影響門市業績的變數不僅僅只有門市店齡、促銷頻率、競爭者密度、統治機制等四項，仍有許許多多其它影響變數，或者無法用數字明確表示，或者仍未被發現，但這些變數仍在無時無刻影響著門市業績，如何快速、明確的將其發掘並運用來改善營運，將是連鎖總部不能停止的永續工作。

In 2003, Taiwan overtook Japan to become the highest distribution density of chained convenience stores in this fierce competitive environment and every chain store systems are brainstorming how to win on the performance. The product of chain store systems is the retail sales and the profit-making source is coming from the sum of each retail store’s achievement. This research is from the point of view of strategic marketing proceeding with the discussion of correlation among the age of stores, frequency of promotions, distribution density of competitors, and governance mechanism of retail sales achievements in the case of Hi-Life convenience store.
This research uses Panel data model to analysis and utilizes complete 868 retail sales of Hi-Life convenience stores of the province’s year 2005 sales achievement materials. Found that the age and sales of retail store becomes negative correlation, frequency of promotion and retail sales achievement becomes positive correlation, one competitor appearance and retail sales achievement becomes positive correlation, the appearance of two or more competitors and retail sales achievement becomes negative correlation, last, the governance of alliance and retail sales achievement becomes positive correlation.
Headquarters of chain stores shall pay more attention to good joining retail sales and keep good cooperative relationships. As to headquarters of convenience stores, each retails sales is the source of revenue, the competition of each retails sales face shall be taken notice, and the advertising campaign is an essential tool promoting achievement. In the same way, competitors will make their best of this kind of promotional tool. Nonetheless, enterprises must think about how to setup one mechanism to record and dominate every minor environmental change that retail sales might face. How to quick and clear digging out and utilizing those influence parameters is what headquarters shall be continuous working for in the next.

目錄
目錄............................................................I
圖目錄........................................................III
表目錄.........................................................IV
第一章 緒論....................................................01
1.1 研究背景與動機...........................................01
1.2 研究問題與目的...........................................04
第二章 文獻探討................................................06
2.1 績效.....................................................06
2.1.1 績效概念.............................................06
2.1.2 績效評估.............................................07
2.2 門市店齡與知識...........................................11
2.2.1 知識的定義與特性.....................................11
2.2.2 知識移轉的定義與模式.................................12
2.2.3 便利商店的知識移轉...................................15
2.3 促銷.....................................................16
2.3.1 促銷的定義...........................................16
2.3.2 促銷的工具...........................................16
2.3.3 促銷的效果...........................................18
2.4 競爭.....................................................18
2.4.1 競爭力...............................................18
2.4.2 競爭店...............................................19
2.5 統治機制.................................................20
2.5.1 統治機制的型態.......................................20
2.5.2 雙軌制...............................................21
第三章 研究架構與研究方法......................................23
3.1 研究架構與研究假說.......................................23
3.2 研究對象與研究期間.......................................23
3.3 變數定義.................................................24
3.4 分析方法.................................................25
3.4.1 固定效果模型.........................................26
3.4.2 隨機效果模型.........................................28
第四章 實驗結果與分析..........................................33
4.1 敘述統計.................................................33
4.2 相關分析.................................................33
4.3 Panel Data分析結果.......................................34
4.4 研究假設實證結果.........................................36
第五章 結論與建議..............................................38
5.1 研究結論.................................................38
5.2 研究限制.................................................38
5.3 建議.....................................................39
參考文獻.......................................................41
附錄一 不使用Panel Data模型分析結果............................47
附錄二 個案-萊爾富便利商店簡介.................................48
圖目錄
圖1-1 消費者購物通路使用情形...................................03
圖1-2 消費者使用多家便利商店的比率.............................04
圖1-3 研究流程圖...............................................05
圖2-1 績效概念圖...............................................06
圖2-2 知識移轉五階段...........................................15
圖3-1 研究架構圖...............................................23
表目錄
表1-1 2005年台灣區便利商店體系店數統計表.......................01
表1-2 連鎖便利商店總體營業額統計表.............................02
表2-1 組織績效衡量指標彙總.....................................08
表2-2 知識的定義...............................................12
表2-3 知識移轉的定義...........................................13
表2-4 便利商店知識移轉方式.....................................15
表2-5 常用促銷工具簡述.........................................17
表3-1 研究樣本數...............................................24
表4-1 平均數與標準差...........................................33
表4-2 相關分析表...............................................34
表4-3 Panel Data固定效果模型分析結果...........................35
表4-4 Panel Data隨機效果模型分析結果...........................36

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