頁籤選單縮合
題 名 | 我國PC零售店面通路經營模式之研究=A Research on Business Models of PC Retail Stroe in Taiwan |
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作 者 | 虞孝成; 萬閔銓; 張世其; | 書刊名 | 交大管理學報 |
卷 期 | 22:1 2002.04[民91.04] |
頁 次 | 頁1-28 |
分類號 | 484.53 |
關鍵詞 | 行銷通路; 零售店面; 個人電腦; Marketing channel; Retail store; PC; |
語 文 | 中文(Chinese) |
中文摘要 | PC的關鍵競爭要素已非研發或製造技術,而是成本的控制,以及銷售通路的革新。本研究經由深度訪談國內PC零售業者,將PC零售店面分為社區連鎖門市、大型展小中素、傳統PC零售店及電腦百貨連店四大類。並從人事管理、資金存貨管 理及營運開銷管理三構面去控討四類營運類型內部營運控管之差異;以及從目標客戶、店面地點、訂價策略、產品線、賣場佈置、廣告促銷方式、售後服務、業拓展策略及物流配送九構面去探討四類營運類型在外部營運競爭之優劣。本研究結果除了可以供我國PC零售業作為參考之外,也可以供我國PC製造業或流通業將臺灣PC零詹通路的成功經驗拓展到其他國家的市場。 |
英文摘要 | The competitive strength of Dell Computer in the global PC market have changed the key success factors of PC industry from R&D or technological advancements to cost control and innovations in sales/distribution channels. This research investigates four major business models of Taiwan PC retail channels, including: chain stores in communities or business districts, PC shopping centers/showrooms, traditional retail stores and PC/peripheral department stores. Through interviews with PC retail storeowners and experts who are familiar with this business, this research focuses on two aspects of the operations and competition of PC retail channels in Taiwan, namely, the control and management of the internal operations, and the external competitive measures toward the markets and customers. The findings of this paper can be useful to Taiwan PC retail channels to become more completive and successful. It can also be worthwhile for Taiwan companies to replicate the successful domestic business models in foreign PC retail markets. |
本系統中英文摘要資訊取自各篇刊載內容。