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題 名 | 利用ANP探討國內某大百貨業選擇投資大陸市場零售業型態之決策分析=Using ANP to Chose the Investing Decision for Department Stores and Warehouses in China |
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作 者 | 鄭憶莉; 陳耀茂; 鄭志雄; | 書刊名 | 稻江學報 |
卷 期 | 1:2 民95.12 |
頁 次 | 頁215-226 |
分類號 | 496.34 |
關鍵詞 | 百貨公司; 量販店; 便利商店; 分析網路程序法; Department store; Warehouse; Convenience store; ANP; |
語 文 | 中文(Chinese) |
中文摘要 | 某百貨股份有限公司為一歷久彌新、不斷成長之企業體,因擁有悠久良好的商譽、穩健經營的財務結構,至今已發展成為全省八家百貨公司、一家購物中心及物流中心,且另轉投資量販店。近年來,該百貨公司積極投入大型店之開發,以滿足消費者對現代化零售業之需求--One Stop Shopping,並希望能將其經營概念、豐富多元的商品結構應用於大陸市場,創造更大的規模經濟。隨著大陸國民所得不斷的提高與教育水準的普及,民眾的生活型態也跟著大幅轉變,使得零售業在我們的日常生活中佔著越來越重要的地位,因而該百貨股份有限公司將根據影響消費者需求的要素,決定其投資的業別型態(百貨公司、超級市場與量販店),以減少其經營風險。 本研究採用消費者導向的觀點,瞭解中國大陸消費者是否因為不同的購物標的因素(如:商品價格、一次購足、賣場氣氛、服務的提供)來選擇不同的消費場所,以提供該公司決策者選擇最佳的決策。 在此研究中,使用網務程序分析法找出投資決策考量的因素準則去進行分析。透過本研究得到下面的結論: 1. 從綜合目的來看,最佳的購買地點是替代方案C(量販店)。 2. 從腳本1來看,最後的最佳購買地點是替代方案A(百貨公司)。 3. 從腳本2來看,最後的最佳購買地點是替代方案C(量販店)。 |
英文摘要 | So-and-to general merchandise Limited Company has enterprise body which has remained newly and grown up constantly for a long time. Because there are long and good goodwill, financial structure managed steadily and surely, has already developed into eight department stores, a shopping center and distribution centre in the whole province, and start to invest on warehouse. In recent years, it puts lots of time and capital into the development of the large-scale shop in order to satisfy the demand to the modernized retail business - One Stop Shopping, and hope to apply the management of concept and the plentiful goods structure to the Mainland China Market so as to create greater Economics of Scale. With the improvement with national income, the popularization of education, the life style of people changes and it make the retail business occupy more and more important status in our daily life at the same time. The Limited Company is under the circumstances that it does not understand the factor of consumer's market, it is determined to invest business of model according to influencing the key element of consumer demand (the department store, supermarket and warehouse) in order to reduce its risk. This study take the consumer oriented viewpoint to realize the choice of consumer in the Mainland China Market to different locations due to the factors of shopping and is used to provide top managers to make the important decision. From the research, we use the ANP (Analytic Network Process) in find out the factors and criterion of choosing the location. The conclusions are as follows: 1. From overall evaluation, the optimal shopping choice is alternative C (Warehouse) 2. From the scenario 1, the optimal shopping choice is alternative A (Department Store) 3. From the scenario 2, the optimal shopping choice is alternative C (Warehouse) |
本系統中英文摘要資訊取自各篇刊載內容。