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研究生:葉馨憶
研究生(外文):Hsin-Yi Yeh
論文名稱:企業導入品類管理對經營績效的影響-以台灣汽車照明售服市場為例
論文名稱(外文):The Impact of Category Management on Business Performance-Using Automotive Lighting After Market As An Example
指導教授:謝效昭謝效昭引用關係
指導教授(外文):Hsiao-Chao Hsieh
學位類別:碩士
校院名稱:東吳大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:95
中文關鍵詞:品類管理汽車照明消費者調查
外文關鍵詞:Category ManagementAutomotive LightingShopper Insight
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在消費者意識抬頭的今天,零售業者的競爭已非常白熱化,如何在毛利降低營運成本又漸增的情況下吸引顧客、滿足顧客來確保回客率並提升績效,著實變成了零售業者的首要難題。

自1980年代起,全球便開始積極的推行QR (Quick Response,商業快速回應)/ ECR( Efficient Consumer Response,有效消費者回應),代表了零售業的競爭日趨激烈,而品類管理是QR/ECR中重要的一個環節。所謂品類管理係指供應商或零售商將品類管理視為策略事業單位,以消費者價值為出發點, 提昇商機,並且依消費者需求分成不同種類管理。目的在於改善消費者購物環境、提供多樣選擇產品給消費者、並且在有效管理之下達到供應商 與零售商及消費者三贏的局面。

然而從文獻及案例可發現,導入品類管理的多為FMCG產業(Fast Moving Consumer Goods, 快速流通產業),少有導入非FMCG產業的案例出現,於是引發研究動機-非FMCG產業導入品類管理是否亦能增加績效?而本研究將以台灣汽車照明售服市場為例。

實證結果顯示在汽車照明售服市場導入品類管理後銷售業績增長16%,毛利增加5.3%,並且在顧客滿意度上亦有明顯成長。除此之外,尚具有以下無形效益:
1. 藉由導入品類管理的過程優化公司內部運作模式,適當的調整將有助於公司營運。
2. 由於本研究係以消費者調查為起點,故除了更了解客戶需求贏得滿意度之外,調查中顯示不同的區域有不同的客戶需求,因此也發現許多尚未開發的市場機會或更吸引消費者的行銷手法運用。
3. 改善與零售商的夥伴關係,對彼此的合作有更強的信任及承諾。

因此,透過本個案研究發現品類管理不僅適用於FMCG產業,亦可運用在非FMCG產業。
With the rise of consumer awareness, the purchase mindset has changed from the basic need to want. Every purchase selection will now cover more parameters such as appealing, branding and so on which is far beyond the earlier days of product pricing comparison. However, the new consumer behavior posts a new challenge to the retailers to keep their operational cost down and also becomes extremely painful which are dealing with icy thin margin consumer products.

In the late 1980s, among global countries aggressively apply QR (Quick Response) / ECR (Efficient Consumer), Obviously, a dramatic change was needed. They had to reconnect with consumers and satisfied their needs. Category Management is an essential part of demand side in QR/ECR. It's a systematic approach to manage a product category as a business unit which is also closely establishing cooperation between retailer and manufacturer.

However, most studies and successful experiences showed the strategic competitive advantage can be realized by Category Management on FMCG industries but little studies have done to non-FMCG industries. Thus, it's the intention of this paper to examine the history and implementation practices can also be adapted to non-FMCG industries. The study would like to use “After Market sales of automotive lighting” as an example.

The result shows that sales increases 16% after adapting category management and margin increases by 5.3%. There is also a significant growth in customer satisfaction. In addition, it still has the following intangible benefits:
1. Category management is an important learning tool for the enterprise. An important feedback what is preferred or useful to the end user, thus making the necessary execution adjustment.
2. Understanding from customer what is important and what is not. After all, having the right motivation from the target audience will create sales and also discover new opportunities which have yet to tap on.
3. More and more trust and commitment are established between retailer and manufacturer during adaption.

Thus, a clear indication that category management is also applicable to non-FMCG products.
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH INTENTION AND BACKGROUND 1
1.2 PURPOSE OF RESEARCH 5
CHAPTER 2 LITERATURE REVIEW 6
2.1. INTRODUCTION OF CATEGORY MANAGEMENT 6
2.2 RELATED LITERATURE OF CATEGORY MANAGEMENT 30
CHAPTER 3 RESEARCH FRAMEWORK AND METHODOLOGY 41
3.1 RESEARCH FRAMEWORK 41
3.2. RESEARCH DESIGN 42
3.3 RESEARCH PROCEDURE 46
3.4 RESEARCH PARTIES 47
3.5 THE PROJECT PROCEDURE 53
CHAPTER 4 CASE ANALYSIS 57
4.1 THE DETERMINANTS 57
4.2 PROJECT EXECUTION-THE EIGHT STEPS 66
4.3 THE PERFORMANCE 75
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 78
5.1 CONCLUSION 78
5.2 SUGGESTION 83
5.3 LIMITATION 85
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