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題名 傳統小吃店銷貨管理之探討
An exploration study on sales management of a traditional snack store作者 王雯萱 貢獻者 林宛瑩
王雯萱關鍵詞 菜單分析模型
組合銷售
天氣與消費
Menu Analysis Development
Bundle Sales
Influence of Weather on Consumer Spending日期 2016 上傳時間 4-Jan-2017 11:55:10 (UTC+8) 摘要 近年來，台灣餐飲業營業收入持續增加，從2011年的3,809億元提升至2015年的4,241億元，餐飲業營業家數和從業人數也同樣呈現連續成長的趨勢，可見餐飲業不斷壯大，但也導致競爭激烈的情形發生。為了確保企業能在高度競爭的環境下維持穩定的獲利，銷售管理儼然成為一個重要的議題。 本研究以台北市某一傳統小吃店業者為研究對象，收集其2016年1月1日至3月31日每日銷售資料，利用Miller（1980）菜單分析模型、Kasavana and Smith（1982）菜單工程模型和Pavesic（1985）成本邊際分析模型為個案店家進行銷售管理分析，並藉由分析其商品間的關聯性，為個案店家設計適當的套餐組合，以增加其銷售數量和利潤。 另外，種種跡象顯示許多商品的銷售會受到天氣因素影響。本研究分析個案店家2016年1月1日至3月31日每日銷售金額，探討其是否亦會受到天氣因素影響。研究發現風速和氣溫會對個案店家銷售金額產生正向影響，即風速越高或氣溫越高，個案店家銷售金額較高；而相對濕度會對個案店家銷售金額產生負向影響，即相對濕度越高，會降低個案店家的銷售金額。
In recent years, the revenues of Taiwan’s catering industry have continued to increase; it had increased from NT$ 380.9 billion in 2011 to NT$ 424.1 billion in 2015. The number of vendors and employees of the catering industry have also shown a continuous growth trend. Clearly, the catering industry has grown continuously but has also led to intense competiveness. To ensure that enterprises can maintain stable profitability in a highly competitive environment, sales management has become an important issue. This study used a traditional snack store vendor in Taipei as its research subject. Its daily sales information was collected between January 1st, 2016 and March 31st, 2016. Miller (1980) Menu Analysis Model, Kasavana and Smith (1982) Menu Engineering Model, and Pavesic (1985) Cost Margin Analyst Model were used to conduct sales and management analysis of the vendor. In addition, through analyzing the correlation between its products, a suitable meal combination was designed for the vendor to increase its sales volume and profitability. In addition, all kinds of signs have shown that the sales of many products are subject to weather factors. This study analyzed the daily sales amount of the subject from January 1st, 2016 to March 31st, 2016 to explore whether it is subject to weather factors. This study discovered that wind speed and temperature have positive impact on the sales amount of the vendor. The higher the wind speed or temperature are, the higher the vendor’s sales amount is. On the other hand, relative humidity has negative impact on the sales amount of the vendor. The higher the humidity is, the lower the vendor’s sales amount is.參考文獻 李佳峰，2014，菜單工程分析技術的應用與改善--以某連鎖早餐店為例，國立成功大學高階管理碩士在職專班碩士論文。常翠玉，2016，大數據時代氣象資訊產業化正夯，新唐人亞太台。張書豪，2014，進口服飾品牌銷售的天氣效應－以P品牌在百貨通路為例，國立臺北大學國際財務金融碩士論文。許純菁，2014，天氣變數對消費者消費行為的影響－以百貨公司為例，國立成功大學經營管理碩士學位學程論文。經濟部統計處 http://www.moea.gov.tw/遠見雜誌 http://www.gvm.com.tw/ 劉興倫，2013，從模糊理論談菜單工程再造，東海大學餐旅管理學系碩士論文。賴思穎，2015，應用集群分析於商業套餐設計之研究，國立政治大學統計學系碩士論文。Adams, W. J., J. L. Yellen. 1976. Commodity bundling and the burden of monopoly. Journal of Economics Quarterly 3（August）: 475-498.Agnew, M. D., and J. E. Thornes. 1995. The weather sensitivity of the UK food retail anddistribution industry. Meteorological Applications 2（February）: 137-147.Atkinson, H., and P. Jones. 1994. Menu engineering: managing the foodservice micro-marketing mix. Journal of Restaurant and Foodservice Marketing 1: 37–55.Auer, J. 2003. Weather derivatives heading for sunny times. Deutsche Bank Research.Bayou, M.E., and L. B. Bennett. 1992. Profitability analysis for table-service restaurants. The Cornell Hotel and Restaurant Administration Quarterly 33（February）: 49–55.Cheema, A., and V. Patrick. 2012. Influence of warm versus cool temperatures on consumer choice : a resource depletion account. Journal of Marketing Research 49（June）: 984-995.Drysdale, J.A., 1998. Profitable Menu Planning 2nd Edition. Englewood Cliffs, NJ:Prentice-Hall.Guiltinan, J. P. 1987. The price bundling of service: a normative framework. Journal of Marketing 51: 74-85.Harlam, B. A., A. Krishna, D. R. Lehmann, and C. Mela. 1995. Impact of bundle type, price framing and familiarity on purchase intention for the bundle. Journal of Business Research 33: 57-66.Hayes, D. K., and L. Huffmann 1985. Menu analysis: a better way. The Cornell Hotel and Restaurant Administration Quarterly 25（April）: 64–70.Kasavana, M. L., and D. I. Smith. 1982. Menu engineering: A practical guide to menu analysis. Okemos, MI: Hospitality.Khan, M. A. 1991. Concepts of foodservice operatuons and management 2nd Edition. New York, NY: Van Nostrand Reinhold.King, C., and D. Narayandas. 2000. Coca-cola’s new vending machine : pricing to capture value, or not? Harvard Business School : 9-500-068.Kwong, L. Y. L. 2005. The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management 24: 91–106.LeBruto, S. M., R. A. Ashley, and W. Quain. 1995. Menu engineering: a model including labor. Hospitality Review 13（January）: 41–50.LeBruto, S.M., R. A. Ashley, W. Quain. 1997. Using the contribution margin aspect of menu engineering to enhance financial results. International Journal of Contemporary Hospitality Management 9（April）: 161–167.Miller, J.E. 1980. Menu Pricing and Strategy. Boston: CBI Publishing.Miller, J.E., and D.V. Pavesic. 1996. Menu Pricing and Strategy 4th Edition. New York, NY: Wiley and Sons.Morrison, P. 1996. Menu engineering in upscale restaurants. International Journal of Contemporary Hospitality Management 8: 17–24.Murray, K. B., F. D. Muro, A. Finn, and P. P. Leszczyc. 2010. The effect of weather on consumer spending. Journal of Retailing and Consumer Services 17（June）: 512-520.Ninemeier, J. D. 2001. Planning and Control for Food and Beverage Operations 5th Edition. Lansing : Educational Institute of the American Hotel & Motel Association.Parker, P. M., and N. T. Tavassoli. 2000. Homeostasis and consumer behavior across cultures. International Journal of Research in Marketing 17（March）: 33–53.Parsons, A. G. 2001. The association between daily weather and daily shopping patterns. Australasian Marketing Journal 9 （February）: 78–84.Pavesic, D.V. 1985. Prime numbers: finding your menu’s strengths. The Cornell Hotel and Restaurant Administration Quarterly 26（March）: 71–77.Pavesic, D.V. 1999. Restaurant Manager’s Pocket Handbook: 25 Keys to Profitable Success. Menu Design. New York, NY: Lebhar-Friedman Books.Raab, C., and K. Mayer. 2007. Menu engineering and activity-based costing-can they work together in a restaurant? International Journal of Contemporary Hospitalit Management 19: 43–52. Raab, C., K. Mayer, C. Ramdeen, and S. Ng. 2005. The application of activity-based costing in Hong Kong buffet restaurant. International Journal of Hospitality and Tourism Administration 6: 11–26.Rind, B. 1996. Effect of beliefs about weather conditions on tipping. Journal of Applied Social Psychology 26（February）: 137-147.Rind, B., and D. Strohmetz. 2001. Effect of beliefs about future weather conditions on restaurant tipping. Journal of Applied Social Psychology 31（October）: 2160-2164.Sandeep, M., and D. Vinti. 2009. Application of Kasavana & Smith menu engineering model to menu of a resort restaurant- a case study approach. Journal of Hospitality Application and Research 3: 42-49.Scanlon, N. L. 1999. Marketing by Menu 3rd Edition. New York, NY: Wiley.Seaberg, A. G. 1991. Menu Design: Merchandising and Market 4th Edition. New York, NY: Van Nostrand Reinhold.Steele, A. T. 1951. Weather‟s effect on the sales of a department store. Journal of Marketing 15（April）: 436-443.Stremersch, S., and G. J. Tellis. 2002. Strategic bundling of products and prices: a new synthesis for marketing. Journal of Marketing 66: 55-72.Taylor, J. J., and D. M. Brown. 2007. Menu analysis: a review of techniques and approaches. Hospitality Review 25（January）: 74-82.Taylor, J., D. Reynolds, and D. M. Brown. 2009. Multi-factor menu analysis using data envelopment analysis. International Journal of Contemporary Hospitality Management 21（February）: 213–225.Telser, L. G. 1979. A theory of monopoly of complementary goods. Journal of Business 52 （April）: 211-230.Venkatesh, R., and V. Mahajan. 1993. A probabilistic approach to pricing a bundle of products or services. Journal of Marketing Research 30（November）: 494–508.Walters, R. G. 1991. Assessing the impact of retail price promotions on product substitution, complementary purchase, and interstore sales displacement. Journal of Marketing 55: 17-28.Wappling, A., C. Strugnell, and H. Farley. 2010. Product bundling strategies in Swedish markets : links to business orientation and perceived effects on consumer influence. International Journal of Consumer Studies 34: 19–27.Yadav, M. S. and K. B. Monroe. 1993. How buyers perceive saving in a bundle price : An examination of a bundle`s transaction value. Journal of Marketing Research 30（March）: 350-358.Yan, R., and S. Bandyopadhyay. 2011. The profit benefits of bundle pricing of complementary products. Journal of Retailing and Consumer Services 18 （April）: 355–361.Yan, R., M. Chris., W. John and G. Sanjoy. 2014. Bundling products to success : the influence of complementarity and advertising. Journal of Retailing and Consumer Services 21（January）: 48-53. 描述 碩士
國立政治大學
會計學系
103353035資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103353035 資料類型 thesis dc.contributor.advisor 林宛瑩 zh_TW dc.contributor.author (Authors) 王雯萱 zh_TW dc.creator (作者) 王雯萱 zh_TW dc.date (日期) 2016 en_US dc.date.accessioned 4-Jan-2017 11:55:10 (UTC+8) - dc.date.available 4-Jan-2017 11:55:10 (UTC+8) - dc.date.issued (上傳時間) 4-Jan-2017 11:55:10 (UTC+8) - dc.identifier (Other Identifiers) G0103353035 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/105587 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 會計學系 zh_TW dc.description (描述) 103353035 zh_TW dc.description.abstract (摘要) 近年來，台灣餐飲業營業收入持續增加，從2011年的3,809億元提升至2015年的4,241億元，餐飲業營業家數和從業人數也同樣呈現連續成長的趨勢，可見餐飲業不斷壯大，但也導致競爭激烈的情形發生。為了確保企業能在高度競爭的環境下維持穩定的獲利，銷售管理儼然成為一個重要的議題。 本研究以台北市某一傳統小吃店業者為研究對象，收集其2016年1月1日至3月31日每日銷售資料，利用Miller（1980）菜單分析模型、Kasavana and Smith（1982）菜單工程模型和Pavesic（1985）成本邊際分析模型為個案店家進行銷售管理分析，並藉由分析其商品間的關聯性，為個案店家設計適當的套餐組合，以增加其銷售數量和利潤。 另外，種種跡象顯示許多商品的銷售會受到天氣因素影響。本研究分析個案店家2016年1月1日至3月31日每日銷售金額，探討其是否亦會受到天氣因素影響。研究發現風速和氣溫會對個案店家銷售金額產生正向影響，即風速越高或氣溫越高，個案店家銷售金額較高；而相對濕度會對個案店家銷售金額產生負向影響，即相對濕度越高，會降低個案店家的銷售金額。 zh_TW dc.description.abstract (摘要) In recent years, the revenues of Taiwan’s catering industry have continued to increase; it had increased from NT$ 380.9 billion in 2011 to NT$ 424.1 billion in 2015. The number of vendors and employees of the catering industry have also shown a continuous growth trend. Clearly, the catering industry has grown continuously but has also led to intense competiveness. To ensure that enterprises can maintain stable profitability in a highly competitive environment, sales management has become an important issue. This study used a traditional snack store vendor in Taipei as its research subject. Its daily sales information was collected between January 1st, 2016 and March 31st, 2016. Miller (1980) Menu Analysis Model, Kasavana and Smith (1982) Menu Engineering Model, and Pavesic (1985) Cost Margin Analyst Model were used to conduct sales and management analysis of the vendor. In addition, through analyzing the correlation between its products, a suitable meal combination was designed for the vendor to increase its sales volume and profitability. In addition, all kinds of signs have shown that the sales of many products are subject to weather factors. This study analyzed the daily sales amount of the subject from January 1st, 2016 to March 31st, 2016 to explore whether it is subject to weather factors. This study discovered that wind speed and temperature have positive impact on the sales amount of the vendor. The higher the wind speed or temperature are, the higher the vendor’s sales amount is. On the other hand, relative humidity has negative impact on the sales amount of the vendor. The higher the humidity is, the lower the vendor’s sales amount is. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究動機與目的 1第二節 研究議題 3第三節 研究架構與研究流程 5第二章 文獻回顧 7第一節 菜單分析模型 7第二節 組合銷售 19第三節 天氣與消費 27第三章 研究方法 30第一節 研究分析方法及研究假說 30第二節 實證模型與變數定義 33第三節 研究對象與資料來源 37第四章 實證結果 40第一節 商品銷售分析 40第二節 菜單分析模型 44第三節 組合分析 58第四節 天氣與消費 62第五章 研究結論與建議 70第一節 研究結論 70第二節 研究建議 74第三節 研究限制 77附錄A 78參考文獻 81中文文獻 81英文文獻 81 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103353035 en_US dc.subject (關鍵詞) 菜單分析模型 zh_TW dc.subject (關鍵詞) 組合銷售 zh_TW dc.subject (關鍵詞) 天氣與消費 zh_TW dc.subject (關鍵詞) Menu Analysis Development en_US dc.subject (關鍵詞) Bundle Sales en_US dc.subject (關鍵詞) Influence of Weather on Consumer Spending en_US dc.title (題名) 傳統小吃店銷貨管理之探討 zh_TW dc.title (題名) An exploration study on sales management of a traditional snack store en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 李佳峰，2014，菜單工程分析技術的應用與改善--以某連鎖早餐店為例，國立成功大學高階管理碩士在職專班碩士論文。常翠玉，2016，大數據時代氣象資訊產業化正夯，新唐人亞太台。張書豪，2014，進口服飾品牌銷售的天氣效應－以P品牌在百貨通路為例，國立臺北大學國際財務金融碩士論文。許純菁，2014，天氣變數對消費者消費行為的影響－以百貨公司為例，國立成功大學經營管理碩士學位學程論文。經濟部統計處 http://www.moea.gov.tw/遠見雜誌 http://www.gvm.com.tw/ 劉興倫，2013，從模糊理論談菜單工程再造，東海大學餐旅管理學系碩士論文。賴思穎，2015，應用集群分析於商業套餐設計之研究，國立政治大學統計學系碩士論文。Adams, W. J., J. L. Yellen. 1976. Commodity bundling and the burden of monopoly. Journal of Economics Quarterly 3（August）: 475-498.Agnew, M. D., and J. E. Thornes. 1995. The weather sensitivity of the UK food retail anddistribution industry. Meteorological Applications 2（February）: 137-147.Atkinson, H., and P. Jones. 1994. Menu engineering: managing the foodservice micro-marketing mix. Journal of Restaurant and Foodservice Marketing 1: 37–55.Auer, J. 2003. Weather derivatives heading for sunny times. Deutsche Bank Research.Bayou, M.E., and L. B. Bennett. 1992. Profitability analysis for table-service restaurants. The Cornell Hotel and Restaurant Administration Quarterly 33（February）: 49–55.Cheema, A., and V. Patrick. 2012. Influence of warm versus cool temperatures on consumer choice : a resource depletion account. Journal of Marketing Research 49（June）: 984-995.Drysdale, J.A., 1998. Profitable Menu Planning 2nd Edition. Englewood Cliffs, NJ:Prentice-Hall.Guiltinan, J. P. 1987. The price bundling of service: a normative framework. Journal of Marketing 51: 74-85.Harlam, B. A., A. Krishna, D. R. Lehmann, and C. Mela. 1995. Impact of bundle type, price framing and familiarity on purchase intention for the bundle. Journal of Business Research 33: 57-66.Hayes, D. K., and L. Huffmann 1985. Menu analysis: a better way. The Cornell Hotel and Restaurant Administration Quarterly 25（April）: 64–70.Kasavana, M. L., and D. I. Smith. 1982. Menu engineering: A practical guide to menu analysis. Okemos, MI: Hospitality.Khan, M. A. 1991. Concepts of foodservice operatuons and management 2nd Edition. New York, NY: Van Nostrand Reinhold.King, C., and D. Narayandas. 2000. Coca-cola’s new vending machine : pricing to capture value, or not? Harvard Business School : 9-500-068.Kwong, L. Y. L. 2005. The application of menu engineering and design in Asian restaurants. International Journal of Hospitality Management 24: 91–106.LeBruto, S. M., R. A. Ashley, and W. Quain. 1995. Menu engineering: a model including labor. Hospitality Review 13（January）: 41–50.LeBruto, S.M., R. A. Ashley, W. Quain. 1997. Using the contribution margin aspect of menu engineering to enhance financial results. International Journal of Contemporary Hospitality Management 9（April）: 161–167.Miller, J.E. 1980. Menu Pricing and Strategy. Boston: CBI Publishing.Miller, J.E., and D.V. Pavesic. 1996. Menu Pricing and Strategy 4th Edition. New York, NY: Wiley and Sons.Morrison, P. 1996. Menu engineering in upscale restaurants. International Journal of Contemporary Hospitality Management 8: 17–24.Murray, K. B., F. D. Muro, A. Finn, and P. P. Leszczyc. 2010. The effect of weather on consumer spending. Journal of Retailing and Consumer Services 17（June）: 512-520.Ninemeier, J. D. 2001. Planning and Control for Food and Beverage Operations 5th Edition. Lansing : Educational Institute of the American Hotel & Motel Association.Parker, P. M., and N. T. Tavassoli. 2000. Homeostasis and consumer behavior across cultures. International Journal of Research in Marketing 17（March）: 33–53.Parsons, A. G. 2001. The association between daily weather and daily shopping patterns. Australasian Marketing Journal 9 （February）: 78–84.Pavesic, D.V. 1985. Prime numbers: finding your menu’s strengths. The Cornell Hotel and Restaurant Administration Quarterly 26（March）: 71–77.Pavesic, D.V. 1999. Restaurant Manager’s Pocket Handbook: 25 Keys to Profitable Success. Menu Design. New York, NY: Lebhar-Friedman Books.Raab, C., and K. Mayer. 2007. Menu engineering and activity-based costing-can they work together in a restaurant? International Journal of Contemporary Hospitalit Management 19: 43–52. Raab, C., K. Mayer, C. Ramdeen, and S. Ng. 2005. The application of activity-based costing in Hong Kong buffet restaurant. International Journal of Hospitality and Tourism Administration 6: 11–26.Rind, B. 1996. Effect of beliefs about weather conditions on tipping. Journal of Applied Social Psychology 26（February）: 137-147.Rind, B., and D. Strohmetz. 2001. Effect of beliefs about future weather conditions on restaurant tipping. Journal of Applied Social Psychology 31（October）: 2160-2164.Sandeep, M., and D. Vinti. 2009. Application of Kasavana & Smith menu engineering model to menu of a resort restaurant- a case study approach. Journal of Hospitality Application and Research 3: 42-49.Scanlon, N. L. 1999. Marketing by Menu 3rd Edition. New York, NY: Wiley.Seaberg, A. G. 1991. Menu Design: Merchandising and Market 4th Edition. New York, NY: Van Nostrand Reinhold.Steele, A. T. 1951. Weather‟s effect on the sales of a department store. Journal of Marketing 15（April）: 436-443.Stremersch, S., and G. J. Tellis. 2002. Strategic bundling of products and prices: a new synthesis for marketing. Journal of Marketing 66: 55-72.Taylor, J. J., and D. M. Brown. 2007. Menu analysis: a review of techniques and approaches. Hospitality Review 25（January）: 74-82.Taylor, J., D. Reynolds, and D. M. Brown. 2009. Multi-factor menu analysis using data envelopment analysis. International Journal of Contemporary Hospitality Management 21（February）: 213–225.Telser, L. G. 1979. A theory of monopoly of complementary goods. Journal of Business 52 （April）: 211-230.Venkatesh, R., and V. Mahajan. 1993. A probabilistic approach to pricing a bundle of products or services. Journal of Marketing Research 30（November）: 494–508.Walters, R. G. 1991. Assessing the impact of retail price promotions on product substitution, complementary purchase, and interstore sales displacement. Journal of Marketing 55: 17-28.Wappling, A., C. Strugnell, and H. Farley. 2010. Product bundling strategies in Swedish markets : links to business orientation and perceived effects on consumer influence. International Journal of Consumer Studies 34: 19–27.Yadav, M. S. and K. B. Monroe. 1993. How buyers perceive saving in a bundle price : An examination of a bundle`s transaction value. Journal of Marketing Research 30（March）: 350-358.Yan, R., and S. Bandyopadhyay. 2011. The profit benefits of bundle pricing of complementary products. Journal of Retailing and Consumer Services 18 （April）: 355–361.Yan, R., M. Chris., W. John and G. Sanjoy. 2014. Bundling products to success : the influence of complementarity and advertising. Journal of Retailing and Consumer Services 21（January）: 48-53. zh_TW
