封閉型連鎖便利商店行銷策略與經營管理之研究

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Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/113534

Title:	封閉型連鎖便利商店行銷策略與經營管理之研究 A Study of Marketing Strategy and Management of Enclosed Chain Store
Authors:	謝孟君 HSIEH, MENG-CHUN
Contributors:	經營管理學系
Keywords:	連鎖便利商店;行銷策略;經營管理;安索夫矩陣 Chain Store;Marketing Strategy;Management;Ansoff Matrix
Date:	2022-07-06
Issue Date:	2022-10-28 08:15:01 (UTC+0)
Publisher:	亞洲大學
Abstract:	新冠病毒(COVID-19)仍依舊持續影響著全球，然而連鎖便利商店在疫情之下的經濟表現卻是兩樣情，一種是經濟表現逆向成長之幹道、住宅型連鎖便利商店，另一種是屬於封閉型的連鎖便利商店如學校、醫院等空間，這類型的連鎖便利商店相對於第一種類型的商店，便受到較大的衝擊，因此本研究欲找出封閉型的連鎖商店，在受到外在環境衝擊時還能找出其他維持經濟的方法。本研究以商家的角度，瞭解封閉型連鎖便利商店之經營與行銷策略，並以安索夫的市場成長矩陣作為本研究構面，並搭配修正式德菲法作為研究方法，期望本研究結果能對醫院封閉型連鎖便利商店的經營與行銷上，建立有效的策略以提高疫情衝擊下的經濟狀況，並作為個案未來執行策略上的參考。根據本研究發現，封閉型連鎖便利商店之重要順序與重要因素數量為「多角化經營策略」共5題、「市場開發策略」共5題、「產品開發策略」共6題、「市場滲透策略」共4題。 The Coronavirus Disease (COVID-19) still maintains a continuous impact, and it maintains a continuous impact on the spread of economic spread around the world. Convenience stores are an economical chain convenience store with a reverse growth path. The other is suitable as the main road for COVID-19. Such chain convenience stores, such as schools, hospitals, etc., are related to one type of store and are subject to the first shock. Therefore, this study aims to find out the closed chain stores, and find other ways to maintain the economy when they are impacted by the external environment. From the perspective of merchants, this research understands the operation and marketing strategies of closed chain convenience stores, and uses Ansoff's market growth matrix as the research dimension, and uses the modified Delphi method as the research method. For the operation and marketing of closed chain convenience stores in hospitals, establish an effective strategy to improve the economic situation under the impact of the epidemic, and use it as a reference for future implementation strategies of individual cases.According to the findings of this study, the important sequence and the number of important factors of closed chain convenience stores are 5 factors in “diversified business strategy”, 5 factors in “market development strategy”, 6 factors in “product development strategy”, and 4 factors in “market penetration strategy”.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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