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研究生:余湘榆
研究生(外文):Siang-Yu Yu
論文名稱:百貨業廣告傳單之商品組合評選模式之建立與應用-以日系百貨公司為例
論文名稱(外文):The Establishment and Application of a Product Evaluative Model for DM Designs in Department Stores: a Japanese Department Store Taken as an Example
指導教授:許碧芳許碧芳引用關係
指導教授(外文):Pi-Fang Hsu
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:87
中文關鍵詞:DM購買意願評選模式層級分析法修正式德菲法灰關聯分析
外文關鍵詞:Analytic Hierarchy ProcessGRAModified Delphi methodevaluative modelpurchase intentionDM
相關次數:
  • 被引用被引用:12
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  • 收藏至我的研究室書目清單書目收藏:1
本文目的在建立百貨業評選廣告傳單(DM)內之商品組合決策模式。模式分為兩部份,第一部份,先透過相關文獻及修正式德菲法(Modified Delphi method) 建立百貨業DM商品評選之評估準則,再以層級分析法(Analytic Hierarchy Process,AHP) 取得各準則相對權重,第二部份則應用灰關聯分析法(GRA)評選出最佳DM商品組合,並以台灣知名日系百貨公司為例,同時依百貨業之檔期常態分為兩大類「新品期」、「折扣期」之案例驗證。研究結果發現,新品期與折扣期各有其策略方針,新品期四項主準則重依序是,商品力、版面設計、廠商配合度、商品促銷力,在新品期DM商品評選時最重要是該商品之品牌櫃位業績;折扣期四項主準則重依序是,商品促銷力、商品力、廠商配合度、版面設計,且在折扣期DM商品評選時最重要是獨家商品。由於百貨DM為百貨業最主要之宣傳工具,因此百貨評選DM內之商品次數頻繁,且DM內之商品及訊息可代表百貨之形象,甚至影響百貨之競爭力,故此模式提供百貨業者客觀且有效之方法,評選出最易引起消費者購買意願之商品組合,在學術及實務上均有一定程度的價值與貢獻。
This study aims to establish a product mix decision model for DM designs in department stores. The model is divided into two parts. The first is to build suitable criteria to evaluate DM products via an analysis of relevant literature and the Modified Delphi method; the relative weights of the criteria were then determined via Analytic Hierarchy process (AHP). The other part is to determine the optimum product mix for DM design using the GRA method; this part is corroborated with both an example of a well-known Japanese department store located in Taiwan using two major promotional periods featuring “new arrivals” and “discounts” as common marketing strategies. The research result found that the strategies adopted in the “new arrival” period differ from those in the “discount” period. The four criteria in the “new arrival” period, according to their importance, are: popularity of the products themselves, the DM layout design, how the product manufacturers contribute to the DM design, and popularity of the products after they are promoted in some way. In this period, the most important point for the DM design lies in how much profit the brand of some product has earned. In the “discount” period, the criteria, in order of importance, are: popularity of the products after they are promoted in some way, popularity of the products themselves, how the product manufacturers contribute to the DM design, and the DM layout design; exclusive products play a crucial role in DM design during this period. Since DM is the main promotion channel for department stores, a DM always undergoes frequent evaluations. Also because the products and information in the DM can represent the image of a department store and even affect its competitive edge, such a model that will serve as an objective and effective tool for department stores to select a product mix that can best arouse customers’ shopping desire is academically and commercially valuable.
中文摘要 ....................................................................................................................... I
英文摘要 ....................................................................................................................... II
誌謝 ............................................................................................................................... III
目錄 ............................................................................................................................... IV
表次 ............................................................................................................................... VI
圖次 ............................................................................................................................... VIII
第一章 緒論 ................................................................................................................. 1
1.1研究背景與動機 .......................................................................................... 1
1.2研究目的 ...................................................................................................... 2
1.3研究對象 ...................................................................................................... 3
1.4研究流程 ...................................................................................................... 4
1.5論文結構 ...................................................................................................... 5
第二章 文獻探討 ......................................................................................................... 6
2.1百貨公司定義與特性 .................................................................................. 6
2.1.1百貨公司定義 ................................................................................. 6
2.2.2百貨公司特性 ................................................................................. 7
2.2百貨公司廣告 .............................................................................................. 9
2.3 DM定義與特性 .......................................................................................... 10
2.3.1 DM定義 ......................................................................................... 10
2.3.2 DM特性 ......................................................................................... 11
2.4購買意願 ...................................................................................................... 13
2.4.1購買與購後評估 ............................................................................. 13
2.4.2廣告效果 ......................................................................................... 14
2.5百貨DM評選相關研究 .............................................................................. 16
2.6 小結 ............................................................................................................ 20
第三章 研究方法 ......................................................................................................... 21
3.1修正式德菲法 .............................................................................................. 21
3.1.1德菲法之意涵 ................................................................................. 21
3.1.2修正式德菲法 ................................................................................. 22
3.2層級分析法 .................................................................................................. 23
3.2.1層級分析法之意涵 ......................................................................... 23
3.2.2層級分析法之基本假設 ................................................................. 24
3.2.3層級分析法之進行步驟 ................................................................. 25
3.2.4層級分析法相關研究 ..................................................................... 28
3.3灰色關聯分析法 .......................................................................................... 30
3.3.1計算灰關聯度 ................................................................................. 30
3.2.2數據無因次化處理 ......................................................................... 31
第四章 評選模式建立與應用 ..................................................................................... 32
4.1模式之建構 .................................................................................................. 32
4.2模式之應用 .................................................................................................. 34
第五章 結論 ................................................................................................................. 53
5.1研究結果與討論 .......................................................................................... 53
5.2研究限制 ...................................................................................................... 55
參考文獻 ....................................................................................................................... 57
中文部份 ........................................................................................................... 56
英文部份 ........................................................................................................... 58
線上資料 ........................................................................................................... 63
附錄一 百貨公司DM商品評選準則界定問卷 .......................................................... 64
附錄二 專家評選百貨公司DM商品準則權重問卷 .................................................. 66
附錄三 決策小組評選DM內商品之替選方案問卷 .................................................. 72
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30.劉智宏(2004),〈台灣綜合商品零售業之經營現況與趨勢分析〉,國立高雄第一科技大學行銷與流通管理所未出版之碩士論文。
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線上資料
1.行政院主計處 (2001),行業標準分類 第七次修定 第F大類-批發及零售業。上網時間2011年6月12日。網址:http://www.dgbas.gov.tw/ct.asp?xItem=2203&ctNode=3374
2.經濟部統計處(2011),批發、零售及餐飲業動態調查,上網時間2011年5月23日。
網址:http://2k3dmz2.moea.gov.tw/gnweb/News/wFrmNews_Detail.aspx?id=393
3.上海郵政商函有限公司,DM的定義與特點。上網時間2011年4月24日。
網址:http://chinapost.diytrade.com/sdp/547810/3/cp-2853476/0.html
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1. 29. 劉一伸(1994),〈視覺傳播設計-郵件廣告的認識與設計〉,《華岡印刷傳播學報》,第25期,頁45-53。
2. 26. 溫坤禮(1999),〈灰關聯度的量化研究〉,《灰色系統學刊》,第二卷,第二期,頁117-133。
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