頁籤選單縮合
題 名 | 臺灣百貨業行銷策略趨勢之研究=The Study of Marketing Strategy Trend in the Industry of Department Store in Taiwan |
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作 者 | 張宏生; 劉小瑋; | 書刊名 | 德霖學報 |
卷 期 | 22 2008.06[民97.06] |
頁 次 | 頁357-372 |
分類號 | 496.5 |
關鍵詞 | 百貨公司; 購物中心; 行銷策略; Department store; Consuming mall; Marketing strategy; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究透過探討國內百貨公司與購物中心的整體文獻回顧外,藉由次級資料搜集整理歸納分析以及 深度訪談方式,訪問新光三越百貨公司與環球購物中心的中高階主管及資深行銷相關人員為主。研究範 圍設定在台北市信義商圈新光三越百貨公司及台北縣環球購物中心,以此為訪談抽樣的範圍較具代表性。 在新光三越百貨公司及台北縣環球購物中心的行銷策略個案分析中,充分運用企業資源,從產品、 通路、廣告與促銷、價格、現場環境、公關、人員銷售,都是逐步有計畫性的推展,運用整合行銷傳播 策略的展開。本研究主要探討台灣百貨公司與購物中心在零售市場競爭下,面臨市場的飽和情況,如何 運用行銷策略在市場競爭上得到優勢。 |
英文摘要 | The purpose of this work is to elucidate how department store and consuming mall are related, and explores the marketing strategy trend of service providers in forgoing industry. Samples were collected using the unstructured questionnaire, which had been assessed the quality of our efforts by investigating reliability and validity by triangulation methodology. This study found that marketing strategy is found to be affected mainly by marketing mix, as product, price, place and promotion. For future research, other more structural measurement of marketing strategy of service providers in forgoing industry may influence marketing plan should be discussed. In practice, department store and consuming mall managers can hone the relevant variables to raise the effect of marketing mix. Finally, this study provides a new shape of the relationships among the marketing strategy, department store and consuming mall. |
本系統中英文摘要資訊取自各篇刊載內容。