Submitted by Horacio Razuk Filho (horaciorf@me.com) on 2018-04-26T19:04:01Z No. of bitstreams: 1 Dissertação Horácio - Versão Final Impressão.pdf: 1053027 bytes, checksum: 1edbd2cf33e2f2b5bd7bf3911f1f82b0 (MD5) / Approved for entry into archive by Mayara Costa de Sousa (mayara.sousa@fgv.br) on 2018-04-27T16:42:56Z (GMT) No. of bitstreams: 1 Dissertação Horácio - Versão Final Impressão.pdf: 1053027 bytes, checksum: 1edbd2cf33e2f2b5bd7bf3911f1f82b0 (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-04-27T17:41:10Z (GMT) No. of bitstreams: 1 Dissertação Horácio - Versão Final Impressão.pdf: 1053027 bytes, checksum: 1edbd2cf33e2f2b5bd7bf3911f1f82b0 (MD5) / Made available in DSpace on 2018-04-27T17:41:10Z (GMT). No. of bitstreams: 1 Dissertação Horácio - Versão Final Impressão.pdf: 1053027 bytes, checksum: 1edbd2cf33e2f2b5bd7bf3911f1f82b0 (MD5) Previous issue date: 2018-03-28 / Esta dissertação se insere no ambiente do varejo multicanal, um tema amplamente discutido principalmente com o crescimento das vendas do e-commerce (12% em 2017 em relação a 2016 no Brasil) e que contribuiu para que diversos varejistas tradicionais entrassem no canal online. Entretanto, pouco se fala em utilizar essas soluções para diminuir o espaço das lojas físicas e torná-las mais eficientes. Embora haja competição entre os canais físico e digital na distribuição de produtos, existem evidências que esses canais sejam complementares, com a loja física servindo de showroom para as vendas do e-commerce na região. O objetivo dessa pesquisa é investigar a relação entre área da loja física e vendas off-line e online dentro da área de influência da loja. Para atingir esse objetivo, foi realizado um experimento de campo com os dados de venda de quatro lojas de uma rede varejista na cidade de São Paulo, em que duas dessas lojas tiveram sua área de vendas reduzida. Os resultados indicam que as mudanças na loja causaram impacto nas vendas off-line: quando houve alteração de visual merchandising simultaneamente à redução da área o impacto foi positivo, e quando a redução foi feita de forma mais simples, esse impacto foi negativo. Já nas vendas online não houve alteração: a tendência de crescimento se manteve para as duas lojas. Implicações da pesquisa incluem insights para gestores do setor sobre investimentos de expansão/redução online/off-line no contexto de multicanalidade. / This thesis is based in the multichannel retail environment, which is a recurrent theme especially after the rapid growth in e-commerce sales in recent past (12% in 2017 over 2016 in Brazil) that has contributed to the entrance of major traditional retailers in the electronic channel. In spite of that, there has been very little discussion on using these online tools to reduce store space and make it more efficient. Because even though there is some competition between the physical and digital channels in sales and distribution, evidences point that they are complementary with the store serving as showroom to the e-commerce sales in the region. The main objective of this research is to investigate the relationship between physical store size and sales both off-line and online within the region of influence of the store. To achieve this goal, a field experiment was conducted with data from four stores of a retail chain in the city of São Paulo, two of which had their sales area reduced. The results indicate that after the reduction, sales from both stores were impacted, but in the store where this reduction was made in conjunction with other changes in visual merchandising the impact was positive, while in the store where the reductions was simpler this impact was negative. In regards to the online sales, there was no measurable change in sales trend. The implications of this research include insights to managers of this sector about investments and expansion plans within this context.

[pt] A logística reversa tem apresentado uma crescente importância para as empresas na atualidade. Os centros de distribuição devem estar estruturados para gerenciar esse processo, a fim de obter vantagens de natureza econômica, mercadológica e ambiental. Nesse estudo, procurou-se observar de que modo o fluxo reverso dos bens de pós-venda tem sido percebido e efetivado no âmbito de centros de distribuição de lojas de departamento. Desenvolve-se uma revisão bibliográfica, abordando diversos aspectos relacionados ao tema, para definir uma visão consistente e atualizada do tema. Primeiramente, são discutidas as características dos centros de distribuição, especificamente sua importância no sistema logístico, definições, funções básicas, layouts, vantagens na sua adoção, alternativas de armazenagem e um panorama de sua utilização nos diferentes segmentos de mercado. Logo após, são analisados os componentes da logística reversa, como a evolução dos conceitos, razões para sua crescente importância, fluxos dos bens de pós-venda e pós-consumo, motivos e destinos do retorno, a rede de distribuição reversa, os elementos chave dos bens de pós-venda, as dificuldades do sistema, exemplos da logística reversa nos centros de distribuição e a caracterização da logística reversa nos EUA baseada em uma pesquisa realizada em 1999. E, a partir do estudo de casos, envolvendo três empresas, são desenvolvidas considerações sobre o ambiente competitivo, importância e efetivação dos fluxos reversos existentes em cada empresa, procurando capturar o posicionamento das mesmas em relação à logística reversa. / [en] Nowadays, the reverse logistics is presenting an increasing importance in the business activities. The distribution centers must be so structured as to manage the reverse flows to obtain advantages of economic, marketing and environmental nature. The objective of this study is to evaluate how the reverse flow is been perceived and used by managers of department store companies. Initially, a literature search was developed in order to define a consistent and updated review of the distribution centers - their importance in the logistics processes, including definitions, basic functions, layouts, advantages of implementation, warehousing alternatives and an overview of its utilization in different market segments. In addition, important aspects of the reverse logistics are reviewed such as evolution, determinants, post-sale and post- consumption flows of goods, final destination, key elements of the reverse logistics, difficulties of the system, examples of reverse flows in the distribution centers and the characterization of reverse logistics in the USA based on a 1999 research. Finally, based on a field work involving three department store companies, some patterns related to the competitive environment, to management priorities, to the importance of the reverse flows in each company and to the manager`s perspective as well have been identified.

This master thesis focuses on creating a business plan in e-business environment. It presents modern e-commerce options that effectively carry the customers through the purchase process and effective tools for promoting online store. It includes analysis of the external and internal environment, marketing plan and financial plan. The subject of this thesis is the elaboration of a business plan for entrepreneur and development of his online store.

This diploma thesis deals with marketing mix of jewelry online store. Theoretical bases of work create theoretical background for next part of diploma thesis, which introduces jewelry online shop and used marketing mix. The improvements in tools of marketing mix are recommended based on performed analyzes and questionnaire survey and help to increase orders in online store.

本研究主要針藥師對藥局經營型態的選擇，以交易成本及人格特質作一分析，探討職業藥師對交易成本的認知及其所具備的人格特質，在經營型態上，是否有影響。 本研究以社區藥局藥師為研究對象，包括康是美、屈臣氏、華特、博登及傳統藥局等，共郵寄936份問卷，回收有效問卷127份。經資料分析，所得重要結論為當藥師認為資產特殊性、交易頻率、環境多樣性愈低者，其所選擇經營型態傾向於市場型的結構，亦即獨立自營與會員店；當藥師認為資產特殊性、交易頻率、環境多樣性愈高者，經營型態傾向於階層型的結構，亦即加盟連鎖與直營受聘。隨著「藥事法」與「全民健保法」先後落實「醫藥分業」制度的規定，面對未來可能的發展，經營型態的選擇依據，可供藥師做參考。 目錄 第一章緒論……………………………………………………………………….1 第一節研究背景與動機…………………………………………………..1 第二節研究目的…………………………………………………………..4 第三節研究範圍…………………………………………………………..5 第二章文獻探討…………………………………………………………………7 第一節產業現況…………………………………………………………..7 第二節連鎖體系………………………………………………………….12 第三節交易成本………………………………………………………….32 第四節人格特質………………………………………………………….55 第三章研究方法…………………………………………………………………58 第一節研究架構………………………………………………………….58 第二節模式發展與假說推演與建立…………………………………….59 第三節研究設計………………………………………………………….74 第四節信度效度檢定…………………………………………………….79 第四章統計分析…………………………………………………………………80 第一節交易成本與藥局選擇型態之分析……………………………….80 第二節個人特質與藥局選擇型態之分析……………………………….83 第三節鑑別分析………………………………………………………….85 第五章研究結論與建議…………………………………………………………89 第一節研究結論………………………………………………………….89 第二節研究限制………………………………………………………….93 第三節研究建議………………………………………………………….94 第四節後續研究建議…………………………………………………….96 附錄一：台灣藥局產業的概況………………………………………………..102 附錄二：問卷…………………………………………………………………...114 表次 表2.2連鎖店之分類………………………………………………………….15 表2.3傳統式與垂直式行銷通路特性的比較……………………………….17 表2.4四種經營型態的比較………………………………………………….21 表2.3.1交易成本的來源與類型……………………………………………..34 表2.3.2交易成本分析研究摘要……………………………………………..43 表3.2.1交易成本之操作型定義……………………………………………..64 表3.2.2經營型態操作型定義………………………………………………..69 表3.3.1有效母體統計表……………………………………………………..75 表3.3.2問卷回收率之狀況表………………………………………………..77 表3.3.3各研究階段之資料分析方法………………………………………..78 表3.4.1本研究各項衡量變數信度值表……………………………………..79 表4.1.1交易成本與經營型態………………………………………………..81 表4.2.1個人特質與經營型態選擇…………………………………………..83 表4.2.2不同經營型態間藥師經驗年數的比較分析………………………..84 表4.3.1經營型態之理論分群與實際分群交叉表…………………………..86 表4.3.1.1經營型態重新分群之理論分群與實際分群交叉表……………...86 表4.3.2分群誤差比率………………………………………………………..86 表4.3.2.1分群誤差比率……………………………………………………...86 表4.3.3區別函數變數相對重要性…………………………………………..87 表5.1假設檢定彙總表………………………………………………………91 表5.2藥局經營型態選擇模式………………………………………………92 圖次 圖1.1研究流程圖…………………………………………………………….6 圖2.1製藥產業上、中、下游產業體系圖…………………………………7 圖2.2垂直行銷系統…………………………………………………………16 圖2.3.1組織市場失靈架構………………………………………………….37 圖3.1本研究觀念性架構……………………………………………………58 圖4.3.1區域圖………………………………………………………………..88 / The thesis investigates the business styles of pharmacists, by considering the difference of transaction cost and personality between pharmacists. The subjects of this research are mainly the pharmacists of the community drugstore, including Cosmed, Watsons, Walts, Medicine Shoppe and traditional drugstores. Questionnaires were sent to 936 sample drugstores, out of which 127 were valid.. The result of survey indicates that pharmacists perceive the lower of asset specificity, transaction frequency and environmental diversity, the higher chance they will choice the market structure, for example, wholly-owned or voluntary chain. On the other hand, the higher the asset specificity, transaction frequency and environmental diversity, they tend to choose hierarchical structure, such as franchise or regular chain. Due to the medical practice in the Law of Pharmaceutical Affairs and the NHI Act, implication from this study could be beneficial to the pharmacists in choosing an appropriate organization structure.

1989 年，Tim Berners-Lee 發展了 WWW 網際網路（以下簡稱網路）超媒體架構之後，讓資訊更方便地傳送到全球各個角落，隨著電腦科技的發展，更快速、更便宜及更人性化的電腦不斷地湧入市場，使得一般消費大眾均有能力購買足以處理網路資訊的電腦，也為網路商業化開闢了新的天地。1991 年，網路開始商業化，並被視為一種溝通、交易及配銷的通路。1998 年，在政府相關單位開始大力推動「百萬店家上網總動員」之下，國內販賣電腦產品的網路商店將會逐漸地增加，透過網路販賣個人電腦的市場競爭也將愈趨激烈，然而，在眾多販賣個人電腦的網路商店中，具備何種「資源」及「事業網路」的網路商店容易成功？其形成的「競爭優勢」為何？其採行的「行銷策略」又為何？因此，本研究藉由 Grant(1991)的「以資源為基礎的策略分析架構」深入訪談國內七家網路商店，探討「網路商店之資源、事業網路、競爭優勢與行銷策略之關聯」，主要的研究發現如下： 一、目前，網路商店傾向靠實體商店獲利。 二、簡單結構是目前網路產業中流行的組織型態。 三、經營管理者的工作經驗較能創造管理租，經營管理者的教育背景較無法創造管理租。 四、集團型（或非創業型）網路商店的競爭優勢來源為集團（或公司）擁有的事業網路，及蓄積在集團內部的商譽與知識。創業型網路商店的競爭優勢來源為管理者的經驗與信譽或知名度，及其利基市場化的經營型態。 五、目前，消費者重視網路購物安全性的程度仍然較大於網路購物方便性的程度，因此，在這場「網路行銷戰場」中，集團型網路商店的勝算將高於創業型網路商店的勝算。 / After Tim Berners-Lee created the structure of hyper media as WWW in 1989 ,the information was more conveniently transmitted to all sites where the cable reached .Along the development of computer technology fast ,many more fast ,more unexpensive ,and more humanized computers were promoted continuously into the market ,which let the public had the capability to purchase those computers which could deal with the information in WWW enough , and also paved the new way of the commercialization about WWW. In 1991 ,The WWW which was as the channel of communication , transaction , and distribution started to commercialize. Under the government in Taiwan which has beginning to promote " Millions Online Residences & Enterprises " in 1998 , we believe the online store ( which selling computer systems ) will be increased from time to time , and the competition of the WWW market of selling computer systems will be hard even . However ,In many online stores which were selling computer systems at least , we longed for answering four questions as follows: 1. What kinds of resources and business networks did the online store have? 2. What were kinds of resources and business networks which can make the online store successful easily ? 3. What were the competitive advantages which resulted from those resources and business networks the online store had ? 4. What marketing strategies did the online store take ? This thesis referred the Grant (1991) "The Structure of Strategic Analysis from The Base of Resources " , and probed with interview seven online stores in Taiwan to discover the relationship among resources , business networks , competitive advantages , and marketing strategies .Six main propositions from discovering was as follows: 1. So far as, the online store was subject to dependence upon real ( vs. virtue or online ) store for earning profit . 2. The simple organization was popular in the WWW industry in the recent time. 3. The work experience (of the manager) was more possible to create the " management rent " than the educational background (of the manager). 4. The learning ways of the online store was subject to combination and internalization. 5. The competitive advantages of the consortium online store resulted from the business networks which were owned by the consortium , and the brand reputation and knowledge which were accumulated in the consortium ; The competitive advantages of the entrepreneur online store resulted from the work experience and credit which were owned by manager (and founder) . 6. As far as, the consumer cared about the safety of the online shopping more considerably than the convenience of the online shopping . In the long run , in the " War of The WWW Marketing " , the consortium online store will win more easily than the entrepreneur online store.

隨著數位化科技發展迅速，導致數位化產品快速在市場上崛起，加上國人生 活水準提高，對生活品質也越加重視，因此許多科技大廠紛紛快速推出新穎的產品吸引消費大眾，造成市場激烈的競爭，由於商機龐大伴隨而來的則是3C 通路業的競爭。台灣3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，越來越多人認為掌握通路便能掌握市場，這使新加入的3C 通路業者紛紛以連鎖店的形態出現，試圖擴展企業版圖與市場佔有率，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。 本研究探討3C 消費者「購買決策」、「知覺服務品質」、「滿意度」及「忠誠度」之關係及影響因素並以全國電子為例，回收有效問卷320 份，運用敘述性統計、因素分析、變異數分析、信度分析、T 檢定及迴歸分析，將資料進行統計分析獲得假設驗證。 研究結果如下： 一、消費者「購買決策」與「顧客滿意度」具有顯著相關性。 二、消費者「購買決策」與「顧客忠誠度」具有顯著相關性。 三、「服務品質」與「顧客滿意度」具有顯著相關性。 四、「服務品質」與「顧客忠誠度」具有顯著相關性。 五、「顧客滿意度」與「顧客忠誠度」具有顯著相關性。 六、不同人口統計變數在消費者「購買決策」具有顯著差異性。 七、不同人口統計變數在「服務品質」具有顯著差異性。 八、不同人口統計變數在「顧客滿意度」具有顯著差異性。 九、不同人口統計變數在「顧客忠誠度」具有顯著差異性。 / The rapid development of digital technologies has accelerated release of digital products in the market. With the improvement in living standards, domestic people are paying more attention to their living quality. Many high-tech manufacturers are thus dedicated to developing new and innovative products to satisfy consumer demands, resulting in an increase of competition in the 3C industry. The structure of the 3C industry has also changed with the rise of 3C chain stores. Retail stores which used to be at the end of the supply chain have gradually taken the place of suppliers to dominate the market. Believing that dominating channels means dominating the market, many 3C retailers have been established in the form of chain stores to expand their business and market share. In this customer-oriented era, consumers have greater purchase power and no longer consider one single factor in the choice of products. Therefore, 3C chain stores need to understand consumers’ purchase decision, so as to effectively enhance their service quality, create customer satisfaction, induce customer loyalty, and remain competitive in the market. This study investigated the relationships of “purchase decision”, “perceived service quality”, “customer satisfaction”, and “customer loyalty” among 3C consumers. The research sample comprised of 320 valid responses from consumers of E-Life Mall. These responses were analyzed using descriptive statistics, factor analysis, analysis of variance, reliability test, t-test, and regression analysis to test the proposed hypotheses. The research results are as follows: 1. A significant relationship exists between “purchase decision” and “customer satisfaction”. 2. A significant relationship exists between “purchase decision” and “customer loyalty”. 3. A significant relationship exists between “service quality” and “customer satisfaction”. 4. A significant relationship exists between “service quality” and “customer loyalty”. 5. A significant relationship exists between “customer satisfaction” and “customer loyalty”. 6. Consumers with different demographic variables have significantly different “purchase decisions”. 7. Consumers with different demographic variables have significantly different perceptions of “service quality”. 8. Consumers with different demographic variables show significantly different levels “customer satisfaction”. 9. Consumers with different demographic variables show significantly different levels “customer loyalty”.

由於行動上網技術不斷地進步，消費者也逐漸養成了行動上網的習慣。Apple公司的iPhone結合了App Store的推出，更帶動了這股風潮。我國電信業者也在這樣的趨勢下，開始自行發展軟體商店(Application Store)以服務用戶。 在過去的行動通訊產業中，電信業者一直擁有主導優勢，各種加值服務都是屬於封閉的型態，所以用戶使用加值服務時，一定得經由電信業者所經營的入口。但是，自從Apple成功發展出軟體商店的模式之後，各種智慧型手機的軟體商店平台也開始蓬勃發展，用戶可繞過電信業者而取得相關的服務。因此，電信業者乃積極發展軟體商店以回應其所面臨的挑戰。 本研究以中華電信、台灣大哥大、遠傳電信等國內三家主要電信業者為個案研究對象，針對個案公司發展軟體商店的創新營運模式進行深入的探討。所得到的初步結論包括： (1)電信業者在經營軟體商店上，會強調多樣化加值服務的策略。(2) 電信業者在經營軟體商店上會根據不同的價值網路進行差異化。(3) 電信業者在經營軟體商店時，在價值創造方面會著重於讓消費者快速地找到正確的、所需要的軟體。(4)電信業者在發展軟體商店時，「在地化」是其經營上的關鍵要素。本文最後並提出實務上的意涵與後續研究的建議。 關鍵字：電信業者、軟體商店、營運模式創新、價值創造 / Nowadays smartphone has an enormous growth over the entire mobilephone market. A lot of people choose to use smartphone such as iPhone or android phone because smartphone brings more fun and convenience into their life. One of the key factors is application store which Apple made it successed in 2008. Application store or so-called app store is an online platform which provides service for customers to download applications and developers to upload. The transaction must be got involved in the whole process. However, the manefactors of mobilephone were active in establishing their own application store but the operators are eager to do so as well. The value-added service used to be controlled fully by the operators. Not only the contents but the portals were hold by operators so end-users had a few choices. Since the application stores become more poplular, operators are encountering a big chanllenge. This thesis studys how operators deal with the problem of decreasing ARPU by running application stores on their own. Based on the case study, the initial findings includes: (1) When operators run an application store, they emphasize variety of value-added services. (2) The methods which operators choose to differentiate their application store are related to the differences in their value network. (3) When operators run an application store, they put emphasis on elimination of information asymmetry. (4) When operators run an application store, localization is the key factor in opration. Key word: oprators, application store, business model innovation, value creation

<p>External stores mounted on aircraft generate loads which need to be estimated before first takeoff. These loads can be measured in a wind tunnel but since the possible store configurations are basically endless, testing them all is neither economically feasible nor time efficient. Thus, scaling based on geometrical similarity is used. This can, however, be a crude method. Stores with similar geometrical properties can still behave in different ways due to aerodynamic interference caused by adjacent surfaces.</p><p>To improve the scaling performance, this work focuses on investigating two CFD codes, ADAPDT and Edge. The CFD simulations are used to derive the difference in aerodynamic coefficients, or the Δ-effect, between a reference store and the new untested store. The Δ-effect is then applied to an existing wind tunnel measurement of the reference store, yielding an estimation of the aerodynamic properties for the new store.</p><p>The results show that ADAPDT, using a coarse geometry representation, has large difficulties predicting the new store properties, even for a very simple store configuration on the aircraft. Therefore it is not suited to use as a scaling tool in its present condition. Edge on the other hand uses a more precise geometry representation and proves to deliver good estimations of the new store load behavior. Results are well balanced and mainly conservative. Some further work is needed to verify the performance but Edge is the recommended tool for scaling.</p><p> </p>

<p>Companies in the western world can no longer compete by using traditional means such as product and price since the commerce of services continually grows. To avoid similarity and increase competitive advantages modern companies have to be more specified. The competition between companies has increased and customers are harder to reach. Customers of today can afford luxury but trend indicates that originality, identity, and status are more important than factual needs. Products created and consumed at the same time within the service market are often very homogenous (similar). The small differences between companies make it hard to find the grounds of the consumer’s choice also making it imperative for companies to inter-pret the needs, habits, and expectancies of the consumer. A winning con-cept is hard to identify – individualism makes it harder to predict trends, product cycles becomes shorter, and the market becomes more casual, changeable, agile, lively, and impulsive. The purpose of this paper is to examine through quantitative survey which design factors create value for the consumer and how this affects the consumer choice. With prospective on the time of service the relation between consumer and company is evaluated in the moment of truth.</p> / <p>Företag i västvärlden kan inte längre vara med och konkurrera med traditionella medel som produkt och pris. Handeln med tjänster växer, för att undvika likriktning och öka konkurrensfördelarna ligger det i tiden för företag att nischa in sig. Konkurrensen om nya kunder hårdnar, och de blir allt svårare att nå. Kunder har idag råd med lyxvaror men trenden pekar på att originalitet, identitet och status är viktigare än faktiska behov. Inom tjänstemarknaden är produkterna som skapas och konsumeras vid samma tillfälle ofta mycket homogena. Det är svårt att veta på vilka grunder konsumenten väljer leverantör eftersom det ofta finns små skillnader mellan företagen. Det är viktigt för företag att förstå och tolka kunders behov, vanor och förväntningar. Det blir allt svårare att identifiera ett vinnande koncept – individualism bryter ner förmågan att förutse trender, produktlivscyklerna blir kortare, detta tillsammans med en mer flyktig, ombytlig, rörlig, livlig, impulsiv marknad. I uppsatsen undersöks vilka designfaktorer som skapar mervärde för kunden och påverkar valet av tjänsteföretag. Syftet med uppsatsen är att med hjälp av kvantitativ undersökning analysera vad det är som gör att kunderna väljer ett visst tjänsteföretag. Samt utvärdera om det går att uppfylla kundernas olika behov genom att addera nya faktorer till en tjänst för att skapa mervärde för kunden. Med perspektiv på servicetillfället utvärderas relationen mellan kund och företag i sanningens ögonblick.</p>