頁籤選單縮合
題 名 | 臺灣家具內銷市場通路之研究=Domestic Marketing Channels of Furniture in Taiwan |
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作 者 | 鍾達雄; 呂俊賢; | 書刊名 | 國立臺灣大學農學院實驗林研究報告 |
卷 期 | 12:4=222 1998.12[民87.12] |
頁 次 | 頁251-267 |
分類號 | 487.31 |
關鍵詞 | 問卷法; 配銷通路; Distribution channel; Domestic market furniture; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究係針對臺灣家具內銷市場通路中之製造商、批發商及零售商所形成之行銷 體系最後階之零售商作為主要研究對象, 以問卷法( Written questionnaire )調查其進 貨過程中衍生之問題,輔以訪談,次級資料收集,就其行銷行為進行研究。研究結果摘要如 下: 1. 製造商在選擇配銷通路時, 考慮因素包括產能、銷售能力、產品型式及等級、運輸及倉 儲條件等。 2. 愈來愈多樣之行銷通路,迫使業者必須重新檢視其經營方式,重視行銷策略, 尋求有利 之定位。 3. 零售商最在意進貨產品品質不良及舖貨點過於普遍,以致影響銷售,減少利潤。 4. 對於家具市場中之業務人員,咸認為教育訓練十分重要;另外有 96.7% 之店家認為業務 人員首重服務。 5. 決定進貨時,各項因素之影響程度為:產品材質( 100% ), 造型塗裝( 100% ),產 品特殊功能( 90% ),產品可拆組或搭配出售( 90% ), 價格便宜( 90% ),供應商口 碑及信譽( 90% )。 |
英文摘要 | We investigated 60 furniture retail stores in Taiwan to understand the factors influencing the retailers' decision to purchase furniture through questionnaires and interviews. More information were also also collected on order to understand the retailers' marketing concept and behavior about the furniture business during our study. The main results of this study were summarized below: 1. The important factors to the producers in choosing the distribution channels were: production capacity, salesmanship, type and grade of the products, transportation and storage. 2. More and more distribution channels were available to the producers. The retailer had a pressure to reconsider their management style and marketing strategy in order to obtain more profit. 3. The most important business concern to the retailers were the product quality and too many locations saling the same furniture. 4. The salesmen in the furniture business agreed that education and training were very important. There was 96.70% of the retailers thought that service was the most important requirement for salesmen. 5. The factors influencing the retailers decision to purchase furniture were:( from the most important to the least important) product quality (100%), style finishing (100%), special function (90%), assemblage function (90%), cheap price (90%), and the reputation of suppliers (90%). |
本系統中英文摘要資訊取自各篇刊載內容。