安索夫矩陣理論探討量販店行銷策略之研究--以大潤發為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/113227

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Title:	安索夫矩陣理論探討量販店行銷策略之研究--以大潤發為例 Research on Discussing Marketing Strategy of Hypermarket with Ansoff Matrix Theory – Take Rt-Mart as Sample
Authors:	吳彩榆 WU, TSAI-YU
Contributors:	經營管理學系
Keywords:	量販店;策略;行銷策略;安索夫矩陣 Hypermarket;Strategy;Marketing Strategy;Ansoff Matrix
Date:	2022
Issue Date:	2022-06-13 08:38:51 (UTC+0)
Publisher:	亞洲大學
Abstract:	近年隨著消費習慣族群越來越多元，尤其是與大眾相關的綜合零售業迅速崛起，根據經濟部統計處發現，整體零售業已經超過14年為營業額呈現正成長，也代表著國人與這些相關綜合零售業已經和我們的生活密不可分。本研究欲了解「大潤發」如何在如此競爭的環境下，透過自身優勢，調整經營策略，以訂定出適合現今消費者的行銷策略，於市場上保有一席之地，開拓更廣闊的生意版圖。本研究以安索夫理論為問卷結構發展基礎，修正式德菲法為研究方法。半結構性問卷衡量與零售量販業相關領域之10位業界專家和學者進行討論。根據第三次修正式德菲法問卷調查後，依專家所判斷之重要性，且照統計方法之標準，歸納出大潤發在各構面之關鍵行銷策略因素，「市場滲透」題項共有6題、「市場開發」題項共有7題、「產品延伸」題項共有7題、「多角化經營」題項共有7題。本研究以大型量販店單一個案為研究對象，無法適用於其他的中、小型量販通路，且本研究透過半結構式專家訪談和修正式德菲法問卷調查得出結論，建議未來研究者可以針對中、小型量販通路市場專業領域的專家或消費者進行深度探討，或針對全聯併購大潤發後的企業營運效益和對於整體業務的型態變化，補足本研究不足之處。 With the more and more diverse consumer custom group in recent years, especially the comprehensive retail related to public is rapidly rising up. According to the Department of Statistics of Ministry of Economy, it’s found that the turnover of overall retail industry has shown the positive growth for more than 14 years, which also represents that Taiwanese and these related comprehensive retail industries are inseparable from our lives. This research will find out how "RT Mart" adjusts its operation strategy through its own advantages under the competitive situation, to formulate the marketing strategy which is suitable for today's consumers, in order to occupy a place in the market and exploit wider business map. This research takes the Ansoff Matrix Theory as the basis for the development of questionnaire structure, and the Modified Delphi Method as the research method. 10 experts and scholars from semi-structured questionnaire measurement and relevant fields of retail hypermarket industry discussed with each other. After the third the Modified Delphi Method questionnaire survey, according to the importance judged by the experts and the standard of statistical methods, the key marketing strategy factors of RT Mart in all aspects have been induced. There are 6 questions for Item "Market Penetration", 7 questions for Item "Market Development", 7 questions for Item "Product Extension" and 7 questions for Item "Diversification Operation". This research will take the single case of large-scale hypermarket as the research object, which can't be applicable to other small and medium-sized store channels. And, this research finds out the conclusion through semi-structured expert interviews and the Modified Delphi Method questionnaire. It is suggested that, in the future, the researchers can deeply discuss by aiming at experts in the market of small and medium-sized store channels or consumers, or replenish for the shortcomings of this research by aiming at the form changes of enterprise operating benefits and the overall business after CHUAN LIAN Enterprise Co., Ltd merged RT Mart.
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