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題名 客戶需求導向之品類管理研究-以髮類用品市場為例
Consumer oriented category management- Hair care products as an example
作者 林正忠
貢獻者 尚孝純
林正忠
關鍵詞 貨架管理
馬斯洛需求階層
品類管理
日期 2009
上傳時間 9-Apr-2010 14:44:02 (UTC+8)
摘要 有效益的貨架管理一直是每個通路業者所關切的議題，本研究主要目的是透過貨架管理的一連串改善及實證階段，證明貨架管理的確能幫助消費者在購買產品時，更容易選購到自己想要的產品，且消費更多的東西，達到消費者、賣場、廠商三贏的目的。
     本研究以馬斯洛需求階層為理論基礎，並運用Nielsen所發展出來的品類管理八步驟，以W通路為實證研究對象，針對W通路的消費者及店內人員做為問卷發放對象，共計878份，透過質化及量化分析做一實證研究。
     根據質化結果顯示，消費者對於髮類用品貨架的各項滿意程度都在不錯的75%以上，且實驗組的造型貨架滿意程度顯著高於對照組5%，表示改善後的造型貨架較能為消費者接受；此外，實驗組的整體滿意程度也明顯高於對照組4%。
     最後，從研究實證中，對髮類用品貨架管理提出策略方案上的建議。
Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time.
     
     In this study, the theoretical bases are Maslow`s Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel.
     
     According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group.
     Finally, according to the study results, there are strategic recommendations of shelf management of hair care products.
     
     Keywords: Maslow`s Hierarchy of needs, Shelf management, Category Management
第一章 緒論 7
     第一節 研究背景 7
     第二節 研究動機 7
     第二章 文獻探討 9
     第一節 品類管理之發展 9
     第二節 品類管理之定義與實行 15
     第三節 貨架陳列 24
     第四節 馬斯洛需求層次理論 28
     第五節 消費者對髮類之購買考慮因素 30
     第六節 關鍵性指標 33
     第三章 研究方法 37
     第一節 研究流程 37
     第二節 研究架構及研究對象 38
     第三節 問卷設計 39
     第四章 實證研究與結果 41
     第一節 實證研究 41
     第二節 問卷結果 47
     第五章 研究討論 54
     第一節 洗潤髮/造型商品研究討論 54
     第二節 實驗與對照組討論 55
     第六章 結論與建議 56
     第一節 結論 56
     第二節 建議... 58
     第三節 研究限制 60
     第四節 對後續研究的建議 61
     參考文獻 62
     附錄 64
     附件一 消費者問卷 64
     附件二 店內人員問卷 65
參考文獻 Chernatony, L., "2001-The Brand Management Odyssey," Journal of General Management, Vol.21, No.2, pp15-30, 1996.
     Cheuk, F. K. M., "Category Management," 經濟部商業自動化 Internet Commerce Expo`98研討會, 1998.
     Dewar, R. and D. Schultz, "The Marketing Revolution at P&G," Business Week, July 25, pp72-76, 1988.
     Dewar, R. and D. Schultz, "The Product Manager, An Idea Whose Time Has Gone," Marketing Communications, May, 9928-35, 1989.
     Dussart, C., "Category Management: Strengths, Limits and Developments," European Management Journal, Vol.16, No.2 pp50-62, 1998.
     Kolter, P.,"Marketing Management: analysis, planning, implementation, and control," 8th Edition, Prentice-Hall, Inc., 1995.
     Kurt Salmon Associates, Inc., "Efficient Consumer Response, Enhancing Consumer Value in the Grocery Industry," KSA Inc. Management Consultants, January, 1993.
     Maslow, A. H. (1954), “Motivation and Personality”, New York: Harper & Row.
     Mitchell, A., "The Driving Force behind Unilever," Marketing, Vol.8, No.4, pp20-33, 1993.
     Nielsen Marketing Research, "Category Management: Positioning your Organization to Win," NTC Business Books, 1992.
     Nielsen Marketing Research, “Shopper Research”. 2007.
     Phiellips, K., "Shelf Management - the True Story," Beverage World, Vol.117, No.1652, pp136, 1998.
     Survey Research Group, "Category Management and Planning," in SRG Sales & Marketing Training for Retailers and Suppliers: Applied Sales Skills Course, 1994.
     Weinestein, S., "The In-Store Dilemma," Progessive Grocer, Vol.77, No. 8, pp95-97, 1998.
     Zoner, M. J., "The Profit Benefits of Category Management," Journal of Marketing Research, Vol.31, No.5, pp202-213, 1994.
     王世澤，「消費者的決策與商品陳列」，流通世界雜誌，民國八十七年五月。
     吳縱橫，「CSV商品陳列面面觀」，流通世界雜誌，民國八十三年七月。
     邱錦材，「賣場基本管理作業(一)」，流通世界雜誌，民國八十六年十一月。
     邱錦材，「賣場基本管理作業(一)」，流通世界雜誌，民國八十六年十月。
     金昌倫, 「品類管理」, QR/ECR 商業快速回應種子人才培育班講義，民國87年。
     資策會，「商業快速回應 (OR/ECR)技術手冊」，經濟部商業司，民國86年。
描述 碩士
國立政治大學
管理碩士學程(AMBA)
96380053
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096380053
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.author (Authors) 林正忠zh_TW
dc.creator (作者) 林正忠zh_TW
dc.date (日期) 2009en_US
dc.date.accessioned 9-Apr-2010 14:44:02 (UTC+8)-
dc.date.available 9-Apr-2010 14:44:02 (UTC+8)-
dc.date.issued (上傳時間) 9-Apr-2010 14:44:02 (UTC+8)-
dc.identifier (Other Identifiers) G0096380053en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/38397-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 管理碩士學程(AMBA)zh_TW
dc.description (描述) 96380053zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 有效益的貨架管理一直是每個通路業者所關切的議題，本研究主要目的是透過貨架管理的一連串改善及實證階段，證明貨架管理的確能幫助消費者在購買產品時，更容易選購到自己想要的產品，且消費更多的東西，達到消費者、賣場、廠商三贏的目的。
     本研究以馬斯洛需求階層為理論基礎，並運用Nielsen所發展出來的品類管理八步驟，以W通路為實證研究對象，針對W通路的消費者及店內人員做為問卷發放對象，共計878份，透過質化及量化分析做一實證研究。
     根據質化結果顯示，消費者對於髮類用品貨架的各項滿意程度都在不錯的75%以上，且實驗組的造型貨架滿意程度顯著高於對照組5%，表示改善後的造型貨架較能為消費者接受；此外，實驗組的整體滿意程度也明顯高於對照組4%。
     最後，從研究實證中，對髮類用品貨架管理提出策略方案上的建議。		zh_TW
dc.description.abstract (摘要) Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time.
     
     In this study, the theoretical bases are Maslow`s Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel.
     
     According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group.
     Finally, according to the study results, there are strategic recommendations of shelf management of hair care products.
     
     Keywords: Maslow`s Hierarchy of needs, Shelf management, Category Management		en_US
dc.description.abstract (摘要) 第一章 緒論 7
     第一節 研究背景 7
     第二節 研究動機 7
     第二章 文獻探討 9
     第一節 品類管理之發展 9
     第二節 品類管理之定義與實行 15
     第三節 貨架陳列 24
     第四節 馬斯洛需求層次理論 28
     第五節 消費者對髮類之購買考慮因素 30
     第六節 關鍵性指標 33
     第三章 研究方法 37
     第一節 研究流程 37
     第二節 研究架構及研究對象 38
     第三節 問卷設計 39
     第四章 實證研究與結果 41
     第一節 實證研究 41
     第二節 問卷結果 47
     第五章 研究討論 54
     第一節 洗潤髮/造型商品研究討論 54
     第二節 實驗與對照組討論 55
     第六章 結論與建議 56
     第一節 結論 56
     第二節 建議... 58
     第三節 研究限制 60
     第四節 對後續研究的建議 61
     參考文獻 62
     附錄 64
     附件一 消費者問卷 64
     附件二 店內人員問卷 65		-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096380053en_US
dc.subject (關鍵詞) 貨架管理zh_TW
dc.subject (關鍵詞) 馬斯洛需求階層zh_TW
dc.subject (關鍵詞) 品類管理zh_TW
dc.title (題名) 客戶需求導向之品類管理研究-以髮類用品市場為例zh_TW
dc.title (題名) Consumer oriented category management- Hair care products as an exampleen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Chernatony, L., "2001-The Brand Management Odyssey," Journal of General Management, Vol.21, No.2, pp15-30, 1996.
     Cheuk, F. K. M., "Category Management," 經濟部商業自動化 Internet Commerce Expo`98研討會, 1998.
     Dewar, R. and D. Schultz, "The Marketing Revolution at P&G," Business Week, July 25, pp72-76, 1988.
     Dewar, R. and D. Schultz, "The Product Manager, An Idea Whose Time Has Gone," Marketing Communications, May, 9928-35, 1989.
     Dussart, C., "Category Management: Strengths, Limits and Developments," European Management Journal, Vol.16, No.2 pp50-62, 1998.
     Kolter, P.,"Marketing Management: analysis, planning, implementation, and control," 8th Edition, Prentice-Hall, Inc., 1995.
     Kurt Salmon Associates, Inc., "Efficient Consumer Response, Enhancing Consumer Value in the Grocery Industry," KSA Inc. Management Consultants, January, 1993.
     Maslow, A. H. (1954), “Motivation and Personality”, New York: Harper & Row.
     Mitchell, A., "The Driving Force behind Unilever," Marketing, Vol.8, No.4, pp20-33, 1993.
     Nielsen Marketing Research, "Category Management: Positioning your Organization to Win," NTC Business Books, 1992.
     Nielsen Marketing Research, “Shopper Research”. 2007.
     Phiellips, K., "Shelf Management - the True Story," Beverage World, Vol.117, No.1652, pp136, 1998.
     Survey Research Group, "Category Management and Planning," in SRG Sales & Marketing Training for Retailers and Suppliers: Applied Sales Skills Course, 1994.
     Weinestein, S., "The In-Store Dilemma," Progessive Grocer, Vol.77, No. 8, pp95-97, 1998.
     Zoner, M. J., "The Profit Benefits of Category Management," Journal of Marketing Research, Vol.31, No.5, pp202-213, 1994.
     王世澤，「消費者的決策與商品陳列」，流通世界雜誌，民國八十七年五月。
     吳縱橫，「CSV商品陳列面面觀」，流通世界雜誌，民國八十三年七月。
     邱錦材，「賣場基本管理作業(一)」，流通世界雜誌，民國八十六年十一月。
     邱錦材，「賣場基本管理作業(一)」，流通世界雜誌，民國八十六年十月。
     金昌倫, 「品類管理」, QR/ECR 商業快速回應種子人才培育班講義，民國87年。
     資策會，「商業快速回應 (OR/ECR)技術手冊」，經濟部商業司，民國86年。		zh_TW