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請使用永久網址來引用或連結此文件:
https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/33139
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| 題名: | 超級市場品類管理應用之研究 : 以某連鎖超市為例 |
| 其他題名: | A study of supermarket category management application : the case of some chain-supermarket |
| 作者: | 楊登熙;Yang, Teng-hsi |
| 貢獻者: | 淡江大學管理科學研究所企業經營碩士在職專班
婁國仁;Lou, Guo-ren |
| 關鍵詞: | 超級市場;ECR;品類管理;Supermarket;ECR;Category management |
| 日期: | 2009 |
| 上傳時間: | 2010-01-11 03:36:43 (UTC+8) |
| 摘要: | 超級市場是社會進步發展出來的一種產業，也是國家經濟發展的指標，台灣超級市場的發展歷史已有四十多年，除了面臨同業激烈競爭外，近年來面對量販店及便利商店的雙重競爭壓力下，業者無不思索突破之道，品類管理自1997年引進台灣零售業界以來，被陷入以主觀意識及過往經驗管理商店泥淖中業者視為救命萬靈丹。這也是引發本研究以品類管理強化管理能力及提升經營績效的個案研究探討主題。
本研究首先對台灣超級市場的發展現況與所面臨的問題做完整的說明，同時對品類管理定義與發展沿革做詳盡的描述，再透過品類管理流程： 品類定義、品類角色、品類研究、品類表現評量、品類策略、品類戰術、計畫實施及品類檢討共八個步驟，對個案公司進行實務操作，藉以了解品類管理為超市業者所帶來的經營管理效益。
研究結果顯示：
1、實證品類管理是提升超級市場經營績效的重要管理方法
超級市場業者必須針對立地社區客群，進行深耕策略，藉由品類管理提供消費大眾需要的商品尋求顧客對超市業者的認同，強化經營績效，建立永續經營的利基。
2、透過對ECR理論及品類管理理論的闡述可以發現，品類管理是零售商與供應商把經營的商品分為不同品類，並將每一品類商品作為企業經營戰略的基本單位，進行有效管理的一系列活動。它強調向消費大眾提供物超所值的商品與服務價值，以提升經營績效，創造雙贏的局面。
3、歸納本文理論與實證分析，實施品類管理可以改善超市業者與供應廠商之間的被動關係，從滿足消費者需求角度切入，共享數據管理進行更好的行銷決策，按品類管理的步驟，使商品組合達到最大效益，不僅可以增加營業額、提升毛利、降低庫存，且能強化內部管理能力及使實際運作更科學化、制度化。超市業者應該可以期待品類管理全面性導入時將有更大的收穫。
Supermarket business, an industry developed in response to the progress of human society, serves as an indicator of a country’s economic performance. Dominating the domestic retail market for more than four decades, supermarkets in Taiwan are now working with great vitality to forge a breakthrough to sustain its strength and survival in the face of acute competition from convenience stores and wholesale warehouses. Since its introduction into the retail market in Taiwan in 1997, category management has been embraced as a panacea by stores mired in business downturn due to outdated empirical rules and obsolete management approaches. This study is accordingly motivated to examine the applications of category management for enhanced business performance by conducting a case study based on an actual supermarket chain.
The study begins with a comprehensive presentation of the current status of and the problems facing the supermarket industry in Taiwan. The next stage of the study focuses on elaborating the definition and development of the concept of category management. The study then proceeds to apply the 8-step process of category management (define the category, define the role of the category within the retailer, assess the current performance, set objectives and targets for the category, develop an overall strategy, devise specific tactics, implement the tactics, and review the entire process) to the case supermarket chain so as to obtain an understanding of the benefits of category management on the promotion of the firm’s management performance.
Results of the study indicate that:
I. Category management does serve as a major approach for promoting the management performance of the case supermarket chain. A supermarket needs to build up a solid relationship with local communities and implement category management to provided customers with needed products, thereby enhancing customers’ recognition, propping up business performance, and erecting the niche for sustainable business development.
II. According to the concept of category management and the theory of ECR (Efficient Consumer Response), category management requires the retailer to collaborate with its suppliers to break down the total range of products into discrete groups of related products called product categories. Each category is then operated as an independent business unit in its own right for more efficient and effective management. The practice aims at creating a win-win scenario in which consumers are offered better products and services and the retailer is rewarded with enhanced business performance.
III. Both theoretical application and empirical analysis indicate that category management is capable of turning the originally passive relationship between the retailer and suppliers into active collaboration to meet the needs of consumers. Data management can be utilized to draft and implement effective marketing strategies while category management helps optimize the benefits of product combinations, boosting business revenue, reducing inventory, and rendering internal management and business operation grow more scientific and systematic. Comprehensive adoption and implementation of category management can be expected to generate considerable benefits for retail firms. |
| 顯示於類別: | [管理科學學系暨研究所] 學位論文
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