企劃大型居家用品店新型服務方式之研究

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Title:	企劃大型居家用品店新型服務方式之研究
Other Titles:	The Studies on Developing New type of Home Furnishings Store Services
Authors:	宋勇志 Song, Yong-Jhih
Contributors:	陳耀茂 Chen, Yao-Mao 東海大學企業管理學系碩士班
Keywords:	定位分析、聯合分析、約略集合分析 positioning analysis, Conjoint analysis, Rough Set analysis
Date:	2010
Issue Date:	2011-01-17T07:36:02Z (UTC)
Abstract:	本研究採用商品企劃論作為論文之研究方法，希望進一步企劃居家用品店新型服務方式。本研究主要是以問卷調查方式，期望能夠了解消費者對於市場上居家用品店服務之重視程度。首先利用小組座談方式，根據受訪者意見評定出二十項評價項目作為問卷之基礎，而進行定位分析，並且獲得三項關鍵因子(整體服務感受、整體行銷手法、附加服務設施)，以求得居家用品店服務之最適方向。在聯合分析中，亦採取問卷之形式，探討消費者對於居家用品店所提供服務屬性水準之組合。透過聯合分析之結果，了解居家用品業者在服務開發中應掌握五項關鍵性屬性:「多元化的服務」、「電子化結帳服務」、「DIY自助服務」、「促銷活動」、「購物手推車」。整體受測者對於該五項屬性重要性之優先排序為：「DIY自助服務」(24.47％)>「多元化的服務」(20.43％>「電子化結帳服務」(19.12％)>「購物手推車」(18.49％)>「促銷活動」(17.49％)。此外，居家用品業者所提供之最佳服務組合為:「提供商品到府收送的維修服務」、「提供傢俱虛擬擺設的模擬系統」、「RFID快速結帳服務」、「消費紅利點數累積活動」、「附有顯示器告知消費金額的購物推車」。最後，以約略集合驗證聯合分析之結果，而在約略集合的研究結果顯示，在「多元化的服務」中獲得較高的滿意度者為「提供商品到府收送的維修服務」；「電子化結帳服務」中獲得較高滿意度者為「RFID快速結帳服務」；「DIY自助服務」中獲得較高的滿意度者為「提供傢俱虛擬擺設的模擬系統」；「促銷活動」中獲得較高滿意度者為「消費紅利點數累積活動」；「購物手推車」中獲得較高滿意度者為「附有顯示器告知消費金額的購物推車」，表示約略集合分析與聯合分析之結果具有一致性。 This study apply Seven Tools for New Product Planning as research method, and use them to develop new type of home furnishings store services. This study is based on survey and expect to understand the consumer degree of importance for home furnishings store market services. First,this study uses group discussion method,and according to the views of the respondents assessed the 20 evaluation projects as the basis for the questionnaire to position of and access to three key factors (the overall service experience, the overall marketing approach, additional services), in order to achieve the optimal home furnishings store services. In the conjoint analysis,this study also take the form of a questionnaire to explore service combinations of home furnishings store.The results of conjoint analysis finds the home products industry should grasp five key attributes: "a wide range of services, e-Check Services, DIY self-service, promotion, shopping trolley. Overall the subjects of the five properties for the importance of the priority order of: DIY self-service (24.47%) > wide range of services (20.43% > e-Check service(19.12%) > shopping trolley (18.49%) > promotional activities (17.49%). In addition, home furnishings industry by providing the best service portfolio as: provide goods to the government to send and receive maintenance services, provide furnishings virtual simulation system ,RFID Quick Checkout service,bonus points accumulated consumption activities ,informed consumer with monitors the amount of shopping carts. Finally, rough sets verifies the results of conjoint analysis and shows that in wide range of services in those who received the highest satisfaction with the provide goods to the government to send and receive maintenance services ; e-Check service who get higher satisfaction for the "RFID Quick Checkout services ; DIY self-service in those who received the highest satisfaction with the provide furnishings virtual simulation system ;promotional activities in those who received higher satisfaction for the bonus points accumulated consumption activities;shopping trolley informed consumer with monitors the amount of shopping carts. As the result, the results of analysis both are the same.Keywords: product planning theory, home goods stores, positioning analysis, Conjoint analysis, Rough Set analysis
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