碩士 / 義守大學 / 管理研究所碩士班 / 93 / The “location” is still the most important factor that enterprises choose the selling spot at present. This study estimate the necessary location conditions of 3C retail flagship store by summing up the location factor when enterprises open the flagship store. In addition, the cost of flagship store which needs to invest is more than the general counter of department store and retail sales. There is usually some special consideration on the promotion approach of the flagship store, So this study also probe into the promotion approach of flagship store. Because the establishment of 3C retail flagship store in Taiwan were mostly distributed in Taipei, Tainan and Kaohsiung, so this research aimed at directors and consumer of 3C retail flagship store in the three areas. This study utilized method of Analytic Hierarchy Process (AHP), experience survey and literature review to probe into the preference of flagship store directors and consumer on location choices and promotion approach and then compared the difference of directors and consumer.
This study detected five major considerations of flagship store directors on location choice: Base visibility or advertisement effect, parking space, purchase proportion of local population, Policy-maker manner and Product characteristic; and the five major considerations of consumer are: traffic condition, parking space, Close to the market, close to the public transit station and Base visibility or advertisement effect.Besides, the five major considerations of flagship store directors on promotion approach are: price-off, Makes a tie-in sale, price discount, refund and rebates and Bestows the free sample; and the five major considerations of consumer are: bonus packs, price-off, price discount, Bestows the free sample and line up for limitary goods.Thus, the preference and cognition of directors and consumer are really different. The result of this study can provide a referral to the directors of flagship store and non-flagship store.
| Identifer | oai:union.ndltd.org:TW/093ISU05121124 |
| Date | January 2005 |
| Creators | Feng-ming Yang, 楊豐銘 |
| Contributors | Wei-long Lee, Hui-chu Lee, 李威龍, 李慧珠 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 121 |
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