有效益的貨架管理一直是每個通路業者所關切的議題，本研究主要目的是透過貨架管理的一連串改善及實證階段，證明貨架管理的確能幫助消費者在購買產品時，更容易選購到自己想要的產品，且消費更多的東西，達到消費者、賣場、廠商三贏的目的。
本研究以馬斯洛需求階層為理論基礎，並運用Nielsen所發展出來的品類管理八步驟，以W通路為實證研究對象，針對W通路的消費者及店內人員做為問卷發放對象，共計878份，透過質化及量化分析做一實證研究。
根據質化結果顯示，消費者對於髮類用品貨架的各項滿意程度都在不錯的75%以上，且實驗組的造型貨架滿意程度顯著高於對照組5%，表示改善後的造型貨架較能為消費者接受；此外，實驗組的整體滿意程度也明顯高於對照組4%。
最後，從研究實證中，對髮類用品貨架管理提出策略方案上的建議。 / Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time.
In this study, the theoretical bases are Maslow's Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel.
According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group.
Finally, according to the study results, there are strategic recommendations of shelf management of hair care products.
Keywords: Maslow's Hierarchy of needs, Shelf management, Category Management
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096380053 |
| Creators | 林正忠 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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