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    Title: 客戶需求導向之品類管理研究-以髮類用品市場為例
    Consumer oriented category management- Hair care products as an example
    Authors: 林正忠
    Contributors: 尚孝純
    林正忠
    Keywords: 貨架管理
    馬斯洛需求階層
    品類管理
    Date: 2009
    Issue Date: 2010-04-09 14:44:02 (UTC+8)
    Abstract: 有效益的貨架管理一直是每個通路業者所關切的議題,本研究主要目的是透過貨架管理的一連串改善及實證階段,證明貨架管理的確能幫助消費者在購買產品時,更容易選購到自己想要的產品,且消費更多的東西,達到消費者、賣場、廠商三贏的目的。
    本研究以馬斯洛需求階層為理論基礎,並運用Nielsen所發展出來的品類管理八步驟,以W通路為實證研究對象,針對W通路的消費者及店內人員做為問卷發放對象,共計878份,透過質化及量化分析做一實證研究。
    根據質化結果顯示,消費者對於髮類用品貨架的各項滿意程度都在不錯的75%以上,且實驗組的造型貨架滿意程度顯著高於對照組5%,表示改善後的造型貨架較能為消費者接受;此外,實驗組的整體滿意程度也明顯高於對照組4%。
    最後,從研究實證中,對髮類用品貨架管理提出策略方案上的建議。
    Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time.

    In this study, the theoretical bases are Maslow's Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel.

    According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group.
    Finally, according to the study results, there are strategic recommendations of shelf management of hair care products.

    Keywords: Maslow's Hierarchy of needs, Shelf management, Category Management
    第一章 緒論 7
    第一節 研究背景 7
    第二節 研究動機 7
    第二章 文獻探討 9
    第一節 品類管理之發展 9
    第二節 品類管理之定義與實行 15
    第三節 貨架陳列 24
    第四節 馬斯洛需求層次理論 28
    第五節 消費者對髮類之購買考慮因素 30
    第六節 關鍵性指標 33
    第三章 研究方法 37
    第一節 研究流程 37
    第二節 研究架構及研究對象 38
    第三節 問卷設計 39
    第四章 實證研究與結果 41
    第一節 實證研究 41
    第二節 問卷結果 47
    第五章 研究討論 54
    第一節 洗潤髮/造型商品研究討論 54
    第二節 實驗與對照組討論 55
    第六章 結論與建議 56
    第一節 結論 56
    第二節 建議... 58
    第三節 研究限制 60
    第四節 對後續研究的建議 61
    參考文獻 62
    附錄 64
    附件一 消費者問卷 64
    附件二 店內人員問卷 65
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    Phiellips, K., "Shelf Management - the True Story," Beverage World, Vol.117, No.1652, pp136, 1998.
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    Weinestein, S., "The In-Store Dilemma," Progessive Grocer, Vol.77, No. 8, pp95-97, 1998.
    Zoner, M. J., "The Profit Benefits of Category Management," Journal of Marketing Research, Vol.31, No.5, pp202-213, 1994.
    王世澤,「消費者的決策與商品陳列」,流通世界雜誌,民國八十七年五月。
    吳縱橫,「CSV商品陳列面面觀」,流通世界雜誌,民國八十三年七月。
    邱錦材,「賣場基本管理作業(一)」,流通世界雜誌,民國八十六年十一月。
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    金昌倫, 「品類管理」, QR/ECR 商業快速回應種子人才培育班講義,民國87年。
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    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    96380053
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096380053
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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