政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57567
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88866/118573 (75%)
Visitors : 23561812      Online Users : 291
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大典藏 > College of Commerce > Advanced MBA, NCCU > Theses >  Item 140.119/57567
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/57567


    Title: 門市營運績效及管理之探討-以3C連鎖通路A業者為例
    A Case Study of Operation Performance and Management on Chain Stores
    Authors: 洪穎菁
    Hung, Ying Ching
    Contributors: 林宛瑩
    洪穎菁
    Hung, Ying Ching
    Keywords: 3C
    連鎖店
    流通業
    績效
    門市
    3C
    chain stores
    retail industry
    performance
    stores
    Date: 2012
    Issue Date: 2013-04-01 14:37:51 (UTC+8)
    Abstract: 台灣連鎖零售業發展至今,市場已漸趨成熟,業者亦逐漸累積成功的商業經營模式。然而,連鎖通路勝出的關鍵因子不僅是規模經濟與經營效率,更需要了解每一門市經營效益,具備洞悉當地市場的能力,可以即時發現問題與調整經營方式。例如,如何透過經營活動產生的數值,分析店舖的績效(Ittner and Lacker 1998);瞭解不同類型門市經營模式的關鍵的經營因素,以及可以提供門市經營變化預警訊息之預警指標,門市經營(李孟熹1994),為連鎖式經營業者應予重視之管理議題,亦為值得深入探討之研究議題。
    本研究以國內某3C連鎖零售通路為研究樣本,以其2009年1月至2012年5月的營運數據為資料,實證分析影響該業者門市經營績效的因素。並就商品銷售變化面、營業面積運用效益面與門市獲利面,作進一步之分析。
    透過實證模型結果分析,在「商品銷售變化面」,來客數與商品別週邊耗材營業額呈顯著正向關係。週邊耗材商品業績良好與否的變化與門市來客數之增減有密切關係,可做為評估門市經營客群的掌握度。另外,商圈類型為社區型、都市型與鄉鎮型門市商品銷售以2C為主,說明不同商圈類型的門市確實有不同商品組合,門市商品配置時需作調整以利滿足當地顧客購買需求。
    在「營業面積運用效益面」,每人負責的坪數與坪效呈顯著負向關係。當每人負責的坪數越大時,該門市的坪效越差,也代表每人業績貢獻度越低,當店業績越少,營業坪數的承租應考量人員守備範圍以利最佳化。
    在「門市獲利面」,單一門市經營時,來客數的掌握與特定商圈類型(社區型、都市型與鄉鎮型)門市的週邊配件業績占比可為衡量經營優劣的指標;多家門市共同經商圈時,業績因新設點的加入而擴大,的確透過多家門市可達到較高的商圈覆蓋範圍,在市場上掠奪競爭者的業績;但該商圈的整體獲利鮮少有提升,因需負擔相同的營業費用項目(如租金、人事費用、管理費用),且經營時程拉長,同商圈內的門市相互競爭狀況無法改善,出現將市場越做越小的情形。
    The developments of chain stores market in retailer industry mature gradually right now. Enterprises have accumulated commercial model how to operate successfully as well. However, the key point of success is not only scale economy and operating efficiency, but also operating benefit of per store. Having the ability of insight local market can discover problem and remodel it. For example, we can analyze stores performance by the operation information.(Ittner and Lacker 1998)we can understand the key operation factor in different kind of store. At the same time, that can be a warning sign for observing changing. Stores management is a important issue that enterprise should attach importance to it and it is valuable to investigate deeply.
    This thesis is based on 3C retailer industry, and the data period is from January, 2009 to May, 2012. Practical demonstration analyzes which kind factors will influence stores performance, and seperately discuss different aspect, sale change of product, average sale of per unit area, and profit &loss to do advanced analysis.
    According to the result of practical model, in the aspect of changing of product sales, consumer flow is positive related with accessory sales. The increase of the accessory sales will raise consumer flow. On the other hand, marketplace types are community type, city type, and countryside type which sale more consumer product than other marketplace type. So, different market type has different product portfolio, and need to adjust to fit the demand of local customer.
    In the aspect of average sales per unit area, average space per person is negative related with average sales per unit area. If area space per person is larger, average sales per unit area is less. It also means an average sale per person is lower. If the store sales decrease, we should consider optimizing average space per person.
    In the aspect of profit & loss on chain stores, accessory ratio can be an indicator whether the operation is excellent on particular marketplace type and consumer flow. When several stores cooperate to manage one marketplace, the sale will increase due to new store adding, and expand the market share. However, the total profit is rarely increasing due to expending double overheads (rental, salary, administration fee, etc.). These stores in same marketplace compete with each other in the long term. If this situation can’t improve, the market share will become more and more less.
    Reference: 柯爾尼公司(2011)2011年柯爾尼全球零售發展指數TM
    中國連鎖經營協會(2010)2010年全球百強零售商
    中國連鎖經營協會(2011)2011年全球百強零售商
    天下雜誌(2012)2012年一千大調查抓住市場新生態,496期,服務業行業別排名:246~253
    吳美連(2005)台灣3C連鎖通路行銷策略與經營績效關聯性之研究,中原大學企業管理研究所碩士論文
    李志華、方文寶(1996)企業績效評估理論與實務,超越企管顧問股份有限公司
    李孟熹(1994)新流通連鎖店成功戰略 ,群泰企管公司,台北
    李幸模(1995)連鎖加盟店Q&A,商周文化事業,台北。
    李頻萍(2005)全國性3C連鎖零售業經營策略分析-以全國電子為例,輔仁大學管理學研究所碩士論文
    周泰華/ 杜富燕著(2011)零售管理概論,華泰文化事業股份有限公司
    林政儒(2010)3C連鎖通路消費者購買決策、知覺服務品質與滿意度及忠誠度之關係研究-以全國電子為例,國立政治大學商管專業學院(AMBA)論文
    林振順(1990)連鎖店主持人特質、策略選擇、績效關係之研究-以餐飲業為例,國立台灣大學商學院研究所論文
    邱幼欣(2009)改變存貨管理政策對門市績效之影響-以某3C零售業者為個案,國立臺北大學會計系碩士論文
    張文晉(2007)3C通路產業市場結構、行為與績效之研究,東吳大學商學院企業管理學系碩士班論文
    郭妍希(2012)NRF:美國2012年零售銷售額將減緩至3.4%,精實新
    揚岳霖(2007)我國3C通路商經營效率之研究-以資料包絡法分析,雲林科技大學工業工程與管理研究所碩士班論文
    零售企業綜合排名(2012)網易財經
    劉文欽(2010)連鎖商店績營效影響因素之研究-以連鎖加盟品牌廚具業為例,國立屏東科技大學企業管理系論文
    蔡振豪(2001)資訊家電流通業經營策略之研究-以個案公司為例,政治大學經營管理研究所碩士論文
    簡全廷(2010)品牌策略對連鎖零售企業經營績效之案例研究,台灣大學生物資源暨農學院農學經濟學研究所碩士論文
    魏聖峰(2012)大品牌吃香喝辣B咖乾瞪眼消費時間集中化購買品牌集中化,先探雜誌
    Carman, J.M., and Kenneth, P.(1973). Marketing: Principles and method, Chicago : Richard D. Irwin(7th ed), pp. 200-206.
    Dalton, D.R., W.D. Todor, M.J. Spendolin, G.J. Fielding, and L.w. Potor(1980),Organization Structure and Performance: A Critical Review, Academy of Management Review, pp.49-64.
    Ghosh, D.,R. Lusch. F.(2000).Outcome effect, controllability and performance evaluation of managers: Some field evidence from multi-outlet businesses Accounting, Organizations and Society,25(4), pp.411-425.
    Ittner, C. and D. Larcker.(1998). Are nonfinancial measures leading indicators of financial performance? An analysis of customer satisfaction,Journal of Accounting Research 36: pp.1-35.
    James G. Maxham III, Richard G. Netemeyer and Donald R. Lichtenstein(2008), The Retail Value Chain: Linking Employee Perceptions to Employee Performance, Customer Evaluations, and Store Performance, Marketing Science vol. 27, No. 2., March/April 2008, pp.147-167
    Kotler, P. (1997). Marketing management-analysis, planning, implementation and control (9th ed.). Englewood Cliffs. New Jersey: Prentice-Hall.
    Schewe, C. D., and Smith, R. M.(1983). Marketing: Concepts and applications(2th ed.),New Youk: McGraw-Hill , pp.415
    Venkatraman, N. and Ramanujam, V.(1986) ,Measurement of Business Performance in Strategy Research:A comparison of Approach, Academy of Management Review, 11(4), pp.801-814.
    Vincent R. Nijs, Shuba Srinivasan and Koen Pauwels(2007), Retail-Price Drivers and Retailer Profits, Marketing Science, Vol.26, No.4,Jul. - Aug., 2007, pp.473-487
    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    99380026
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0099380026
    Data Type: thesis
    Appears in Collections:[Advanced MBA, NCCU] Theses

    Files in This Item:

    File Description SizeFormat
    002601.pdf2103KbAdobe PDF603View/Open
    002602.pdf2103KbAdobe PDF486View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback