臺灣博碩士論文加值系統

隨著電子商務日益普及，以每年約15%的速率於市場增長、擴散，零售業面臨激烈的產品與價格之爭，其中零售業者所面臨的最大挑戰之一，是辨識出消費者所想要購買的產品，當單一零售商的經營規模擴大、品牌數量增加，品類管理便成了經營的必要趨勢。品類管理以消費者需求為基礎，藉由顧客需求 決定產品為何以及其數量多寡，最終目的在於滿足消費者的需求。透過品類管理，即對產品的規劃及整合過程，零售業者可以決定產品結構如何規劃、賣場產品如何陳列及產品如何促銷等。因此，若能輔以數據分析找出消費者購買行為與規則，針對合適的品類與商品進行管理，定能提高企業的市場競爭力。
目前以零售業為管理標的之研究中，鮮少以商品管理觀點出發，多以顧客管理角度切入，將顧客依購買行為進行分群，並針對不同顧客群體提出相對應的行銷策略。然而，顧客管理應該與品類管理相互配合，零售業者首先透過品類管理，針對市場整體需求制定出產品，規劃產品組合，接著再更進一步使用行銷工具，滿足客戶不同的個性化需求，達到顧客關係管理。兩者同樣以顧客為核心，關注消費者需求，透過不同的手段增進消費者滿意度，以達到讓消費者進到店舖購物之目的。因此，本研究將以國內傳統零售M公司為研究對象， 利用該公司從2015年1月1日至2017年9月30日間共計11季之交易資料進行店舖經營與產品分析，並隨後以關聯法則進行購物籃分析，希望從店舖經營到產品管理建立一可循架構，予以台灣傳統零售業者日後於品類結構調整上之參考依據。

With the increasing popularity of e-commerce, the market is growing and spreading at a rate of 15% per year. The Retailing Industry is facing fierce product and price competition. One of the biggest challenge retailers face is to identify what consumers want to buy. As a single retailer expands its business model and increase numbers of brand, category management becomes a major trend in business. Based on consumer needs, category management aims at fulfilling consumer needs through the process which consumer needs determine what product is and the quantity of product. Through category management, that is to say the process of planning product and integration, retailers enable to decide how to plan the structure of products, how to display products in the store and how to promote the products. Therefore, if retailers can use date analysis to find out consumer buying behavior and rules as to properly engage category and commodity management, its competiveness will certainly enhance.
At present, it is common to cut in from the perspective of customer management rather than category management in the research of the retailing industry. Companies divide customers into groups based on their purchase behavior and propose different corresponding marketing strategy towards each customer group. However, customer management should be adopted with category management. Retailers first develop products through category management, plan the product portfolio for the overall market demand, and then further use marketing tools to meet different individual needs of customers for customer relationship management. Both category management and customer management focus on the customer and pay attention to the needs of consumers. With different means, they enhance consumer satisfaction and finally achieve the purpose of getting consumers into the store. Therefore, this study will use domestic traditional retail M company as the research target. I use transaction data of 11 consecutive seasons, dating from January 1, 2015 to September 30, 2017, to engage on store management, product analysis, and then the association rules Analysis of shopping baskets. Hoping to establish a framework from store management to product management, I wish this framework can serve as a reference for Taiwan''s traditional to adjust their category structure in the future.

論文審定書....................................................................................................................i
論文公開授權書............................................................................................................ii
摘要.............................................................................................................................iii
Abstract ......................................................................................................................iv
圖次.............................................................................................................................vi
表次............................................................................................................................vii
第一章 緒論..................................................................................................................1
第一節 研究背景與動機................................................................................................1
第二節 研究目的...........................................................................................................3
第二章 文獻探討...........................................................................................................4
第一節 品類管理...........................................................................................................4
第二節 關聯法則...........................................................................................................7
第三章 研究設計...........................................................................................................9
第一節 研究方法...........................................................................................................9
第二節 研究流程.........................................................................................................11
第三節 原始資料介紹..................................................................................................13
第四章 實證分析.........................................................................................................14
第一節 資料處理.........................................................................................................14
第二節 店舖分析.........................................................................................................15
第三節 產品分析.........................................................................................................21
第四節 購物籃分析.....................................................................................................37
第五章 結論與建議.................................................................................................... 45
第一節 研究結論與建議..............................................................................................45
第二節 研究貢獻.........................................................................................................47
第三節 研究限制與未來發展.......................................................................................48
參考文獻.....................................................................................................................50

一、中文文獻
林師模、陳苑欽 (2003)。多變量分析:管理上的應用。台北市:雙葉書廊有限 公司。
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二、英文文獻
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三、網路資料
經濟部統計處 (2016)。台灣綜合商品零售業營業額。取自: http://dmz9.moea.gov.tw/gmweb/investigate/InvestigateEA.aspx
角度數據 (2015)。什麼通路都熱賣的商品!取自:http://www.9do.tw/single- post/2015/04/20/什麼通路都熱賣的商品!
香港貿發局經貿研究 (2017)。亞太區男士美容市場迅速增長地位領先全球。取 自:http://economists-pick-research.hktdc.com/business-news/article/國際市場 簡訊/亞太區男士美容市場迅速增長地位領先全 /imn/tc/1/1X000000/1X0A8FBG.htm
億歐網 (2017)。品類管理優化如何助力線上鞋服零售?取自:
https://hk.saowen.com/a/78feb05c44e58404a17c8a173be5a8a3676882dea2d93c
9f028f122ed70e4ac7
蔡憶慈 (2018 年 1 月 31 日)。三大通路公布 熱銷面膜 TOP5。蘋果日報，副 刊。取自:
https://tw.appledaily.com/appledaily/article/supplement/20180131/37919485/ Andy Palmer (2017, July14). The Ultimate Guide to Category Management. From:
https://www.makingbusinessmatter.co.uk/category-management-ultimate-guide/