This study is to probe into the sales promotion case of Uni-President convenience store ( 7-11), Hello Kitty. The method used in this study is qualitative research, especially the¡§In-depth Interview¡¨. Two of the senior managers of Uni-President convenience store were interviewed to gather more specific data and information. Furthermore, we combined together with the relevant secondary data to have more deeply analysis and research. The conclusions for this study are as below: A. The planning processes related to sales promotion strategy Sales promotions such as buy one get one free, coupons and free samples, are targeting and appealing to consumers across all demographics. B. The execution of the Hello Kitty promotion activities during the promotion period: The 7-11 uses various sales promotion events to attract the customers to buy and also to pay for the advertising expenditure during the promotion period. C. The results of 7-11 Hello Kitty sales promotion The promotion results indicate that the sales increased by 14.9% compared with the same period of last year.

Integrated marketing communication (IMC) that is gaining popularity in the U.S. and European markets in recent years has become a topic in the industrial and academic communities of marketing. While price slashing competition in Taiwan¡¦s retail trade gets sizzling hot, the tactic however does not necessarily translate into sales growth. Some businesses now start to look at other marketing strategies to replace the traditional price cutting technique. This study purports to tackle the following issues concerning the marketing strategies of department stores through case study of a specific department store. 1. Do Taiwan¡¦s department stores meet the criteria for adopting IMC? 2. To what degree do Taiwan¡¦s department stores implement IMC? 3. What are the issues encountered by Taiwan¡¦s department stores in the process of implementing IMC? This study employs the methodology of single case study by focusing on a specific department store. Through secondary data gathering and questionnaire survey, the study also finds suggestions to the department stores and that subsequent research on IMC.

Retailers in the US and Japan are taking the lead where as retailers in Taiwan are working its way up to follow this lead. Consumption trend in Taiwan¡¦s society is associated with these countries. Japan launched the so-called ¡§one priced¡¨ chain stores in 1722 and the US began operating these sorts of chain stores in 1959. Taiwan hasn¡¦t got involved in this ¡§one price operating strategy¡¨ till recent years. Due to the fact that businesses are operating under a rapidly changing environments as well as facing great competition, a huge amount of enterprises are working towards an internationalized and diversified multinational company. The living standards in Taiwan have been improving over the years; consumers now tend to put more emphasis on the quality and services of the product rather than on the price of the product. Government in Taiwan loosened the importing barrier and lowered the tariff in 1987. This action encouraged foreign companies to set up firms in Taiwan which has lead to a positive growth in Taiwan¡¦s retailer industry. The retailer industry was booming in the 1990s where the price of the product was determined by the retailer rather than the manufacturer. Therefore, retailers such as convenience stores and chain retail stores were acting as an important role in leading it to success. In comparison, these ¡§one priced¡¨ chain stores are making slight amounts of profit on each item and that¡¦s where the standard and efficiency matters. It provides customers with a pleasant shopping environment and it¡¦s seen as a kind of mini department store. The expanding and diverse strategy that the company adopts enables the company to operate more efficiently than its competitors. The risks and availability of cash flow are under sustainable circumstances. Otherwise, it might result in expanding the economics of scale but miscalculating the capacity of the market. It is suggested that evaluation of the competitive advantage is essential prior to the company becoming a multinational company. Changes in the economical, social and business environments challenge the operator¡¦s ability in dealing with these matters. Businesses are turning from physical-oriented into product-oriented competitors and that is where quality, innovation and creativity matters. In order to enhance its competitiveness, chain stores must grow by continuously improving and innovating of the products; enhancing its strategic management and backup support to create the value added product and services for the customers.

Under the breakthrough of developing a series of technique in chain store management in terms of the inspiration of those knowledge imported by the main economic advanced nations, America and Japan, in the era of 1970, our traditional business model in Taiwan experiences an unexpected attack under the trend. However, comparatively, some retail chain industry still exploits this creation and gets good grades in running the business. With the rise of the E-commerce in B2C, the issue of how to use present resource and organization to integrate the virtual channel and market of E-commerce is quite essential for us to discuss. First of all, we collect related data and references as followings for the study: 1. Analyze the information of intra and extra e-commerce market. 2. Probe the key factors of developing e-commerce in B2C. 3. Anatomize the theory of competitive strategy. 4. Analyze the industrial ecology of intra convenience store. Second, interview with several related directors and staffs according to the information above. Furthermore, infer the conflict points and key factors in developing e-commerce in B2C by the case company in terms of the data corresponding integration. At last, submit the conclusion in the light of case study. Not only give the company and the whole retail chain industry some suggestions by the result of the research, but also expect to contribute the achievement to the retail chain industry in devoting the efforts in e-commerce of B2C. The crucial contributions of the study are: 1.Record the procedure and the process of importing e-commerce in B2C of the case company. 2.Analyze the case company in carrying out the strategic model of e-commerce so as to provide some references to the practical and academic field. 3.Probe the consideration and the intention of the case company to terminate and transfer the shopping network.

The growth rate of GDP of mainland China in 2003 is 11.48% and the average growth rate of GDP in recent five years is about 9.50%. The growth rate of total retail amount of social consumer goods is 9.00% and the average growth rate of it in recent five years is 10.16% which make mainland China the most prospective market. After joining the world trade organization¡]WTO¡^in 2001, the retail business in China went through a huge variation. Not only the keen competition between China enterprises and foreign businesses, but also the rivalries among various retail types of operation in China retail market make the progress of retail business in China. This study reviews literature to understand the research on the revolution of the retail type of operation, collects and organizes the inferiority materials to know the development of present economic circumstance in mainland China, probe into the growth and future trend of the consumption and retail market. The three most attractive retail types of operation in recent mainland China are department store, supermarket and specialty shop, this study analyses the financial statements of the benchmarks of the three retail types of operation to obtain a deeper comprehension of the future development trend. The result of this study shows the diversification of the development trend of recent retail type of operation in China which is different from the past situation. Every retail type of operation grows prosperously in China, and the performance of supermarket is even better than that of department store. According to the retail life cycle theory, department stores in mainland China are in the maturity phase and have to re-segment its target customers to raise its market share and revenue. The result of this study also shows the polarization of the trend of the retail type of operation in China, which the three most attractive retail type of operation represent. According to the dialectic model, there will be a synthesis between thesis and antithesis retail type of operation possesses the advantages of them. We can also learn from the three wheels of retailing theory that the department store will improve its return ratio by imitating and learning while supermarket will improve its turnover rate to strengthen its differences. Keywords: Retail business in China, type of operation, department store, supermarket, specialty shop.

As the consumer market grows vigorously in recent years, the warehouse clubs and hypermarkets that were at the end of channel have replaced wholesalers to become the leaders of the retailing market. Under this circumstance, competition among all retailers is more and more fierce. The retailers must not only emphasize on ¡§quantity¡¨ to control the prices, but also place the importance on ¡§quality¡¨ to attract all consumers. According to the statistical data of The Ministry of Economic Affairs, it could be concluded that whether retailing business or hypermarkets still grows positively in recent years. Therefore, there are more and more competitors entering the retailing business. How retailers maintain their own competitive advantages and avoid not eliminating through competition would be the greatest and most vital challenge for all retailers. This research regards hypermarket retailers as the main research object, probing into the correlation among customer perceived quality, customer satisfaction and store performance. By sending out questionnaires, this research did a survey to analyze the customer perceived product and service quality. Moreover, this research also made a study of the relationship between customer perceived quality and customer satisfaction, and the relationship between customer satisfaction and store performance. Through the real analysis, it could be concluded that product perceived quality has a positive influence on product satisfaction in the retailing business. If the retailers of hypermarket could promote the evaluation of product perceived quality, it would become a key factor to improve customer satisfaction. Also, Service perceived quality would influence service satisfaction positively. Workers in the retailing business should offer customers pleasing service and correct shopping information. These are the key factors to progress service satisfaction. As for the relationship between customer satisfaction and store performance, it might be affected by different characteristics and structure of customers. In other words, the relationship might be non-linear.

Globalization, rapid hi-tech developments, and deregulations have heated up the competitions in retail industry. Retailers, in order to gain competing edge to stay in business, have to jump over board for substantial investments in new retail technologies to keep up the paces for business developments and services or for mere survival. Yet, customers are the source of fund for a corporation and are the purposes of the existence of a corporation. At the forefront of a corporation, it is the focus on retaining existing customers and developing new customers (markets). It is about sales and marketing of which all require more sophisticated skills for paying attention to in this new information age. Therefore, CRM (customer relationship management) has become an issue that new computer technologies are used for gaining the edge winning customers. New technologies enable CRM to provide information and manage data faster than like never before. This research study is quantities and qualitative analysis of CRM¡¦s role with current mass retailers¡¦ membership programs. We outline present consumer behaviors and market trends, as well as, identifying what future trends could be. We hope this research could server as references for top management decision making so that the CRM program(s) can be tailored to their needs. The objectives of this research report are 1. Qualitative searches for definitions, benefits, and features of CRM 2. Connect the dots of marketing and information technology 3. Case study of mass market retailer¡¦s membership program 4. Future trend of CRM and what could impede the performance of a CRM program We¡¦d draw the issues of why a corporation today needs to implement CRM, what results a CRM can bring for a corporation, and how a corporation could achieve with it.

This study is based on the Zeithaml¡¦s Means-End model. Moreover, this study examines how the on-line travel store image affects the perceived value of consumer. It adopts to evaluate the effect of perceived value by different store image dimensions, such as the store factors, the service, the design of websites, the merchandise, the promotion, the satisfaction after sale. The finding of the research is as followed. 1. The variables of age and income of demographic statistics can cause the difference of perceived value. 2. Different usage habits cause the difference of perceived value. 3. The attributes of store factors and merchandise of the on-line travel store image affect significantly to the perceived quality. 4. The attributes of the merchandise and the satisfaction after sale of the on-line travel store image has a negative affection on the perceived risk. 5. The perceived quality has a negative affection on the perceived risk. 6. The perceived quality has a positive affection on the perceived value; on the contrary, the perceived risk has a negative affection on perceived value.

The aim of this thesis is to develop a test facility in order to validate the safe separation of a store model from the aircraft model with the analysis of the acquired data. Different alternatives are considered in the conceptual design and a facility is selected which contains the rail constructed 5 meters above the ground. 300 meter test range is used to accelerate the aircraft model, attached to the carriage with solid rocket engines. The concept is to accelerate the carriage within the first 100 meters, to perform the separation of the model at the desired velocity when the rocket engine is burned out, and in the last 100 meters, to decelerate the carriage in order to recover the models. After the parts of the carriage are designed with respect to the requirements of the separation and completing the similitude study of scaled models with the ratio of 1/8, separation tests are performed. These tests are constrained with 0.9 Mach due to the store and test aircraft limitations. Doppler radar is issued to measure the velocity and photogrammetry method is used to validate and analyze the separation and to obtain the vertical trajectory of the store model. Measured trajectory of the store model is compared with the trajectory of the full scale store.

Abstract Most of the enterprises evaluate the effects of advertisement by analyzing the sales volume. However, there are plenty of elements which contributes to the sales volume, and advertisement is only one of them. Wherefore, how to precisely measure the effects of advertisement becomes the key issue. Besides, we have to mention that the manufacturer and the retailer have different strategic point of view on doing advertisement. Compared to manufacturer, retailer focuses more on regional market segmentation and emphasizes more on immediately. The attributions and advertisement cooperative strategies exist different interpretations between manufacturer and retailer. Concerning about business model of the convenient store, making too much order of bento could cause the wastage due to the short shelf life. On the other hand, making less order of bento could lead to unsatisfaction of consumer demands, losing sales. There are many factors that affect making orders such as climate, regional business activity, advertisement, promotion and so on. This research aims to investigate how the series of bento advertisement affect consumers by checking advertisement contact percentage, memory recall and hurried consuming behavior in order to make the retail realize the consumers¡¦ wants and fulfill the demands. The methodology in this study has been divided into two sections. The first section is mainly about the advertisement strategies of seven-eleven Taiwan. Three examples will be taken as case studies: ¡§citizen bento¡¨ represents the rational appealing, ¡§ railway obento¡¨ represents the perceptual appealing, and ¡§rice harvest¡¨ represents mixture of both rational and perceptual. In investigating the three former case studies, three elements are attempted to identify advertisement related-factors which are advertisement contact percentage, advertisement memory recall and how advertisement promote the consuming. The second section is to evaluate how importance advertisement influence the ordering. It is intended that the research will enhance the understanding of different perceptions in creating new products and suggestion the advertisement strategies.