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題名 從消費者觀點探討零售商經營自有品牌及代工廠夥伴選擇之考量因素-以7-select為例
Factors Affecting Retailer`s Private-Label Brands and Supplier Selection from the Consumer`s Perspective - A Case Study of 7-select
作者 梁逸婷
貢獻者 黃國峯
梁逸婷
關鍵詞 自有品牌
全國性品牌
代工製造廠商
零售通路商
日期 2013
上傳時間 1-Jul-2014 12:04:10 (UTC+8)
摘要 近年來，零售通路商為了鞏固通路勢力以及提升整體業績，正不遺餘力地發展多樣的自有品牌商品。本研究以國內第一大便利商店-7-ELEVEN所推出的自有品牌7-select為研究主體，有別於以往研究多探討自有品牌與全國性品牌商品之特色差異，本研究從7-ELEVEN挑選找尋代工廠夥伴的考量因素角度出發，進而歸納出商品特色，並欲了解在許多全國性品牌替7-select系列商品從事代工下，目標客群對於7-ELEVEN與其代工廠夥伴所共同推出的7-select自有品牌商品之感受。
透過文獻回顧，本研究將代工夥伴選擇之考量因素轉化為商品特色，以「定價特色」、「商品品質」列為衡量項目，並加入零售商之經營優勢「陳列促銷」，以此三者作為自變數；並將「對代工廠形象之重視程度」列為調節變項；而以「品牌權益」與「購買意願」當作依變數，同時能衡量目標客群之感受及列為零售商績效衡量指標；最後，於探索性調查中，欲了解「代工廠品牌的揭露程度」及「揭露不同代工廠品牌」對於受測者選擇自有品牌商品是否有影響。
研究發現：(一)零售商自有品牌商品之商品品質與品牌權益之間有顯著正向關係；(二) 零售商自有品牌商品之商品品質與購買意願之間有顯著正向關係。(三)零售商自有品牌商品之定價特色與品牌權益之間有顯著正向關係；(四) 零售商自有品牌商品之定價特色與購買意願之間有顯著正向關係。(五)零售商自有品牌商品之陳列促銷與品牌權益之間有顯著正向關係；(六) 零售商自有品牌商品之陳列促銷與購買意願之間有顯著正向關係。(七)對代工廠形象之重視程度並非零售商自有品牌經營構面與品牌權益及購買意願關係之調節變項。(八)從探索性調查得知，代工廠品牌之揭露程度及揭露不同代工廠品牌會使受測者對自有品牌商品的選擇有顯著改變。
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參考網址
1. The Private Label Manufactures Association；PLMA: http://www.plma.com/
2. 7-select官方網站: http://www.7-11.com.tw/7design/
3. 7-ELEVEN 2013年度財務報表: http://www.mzcan.com/canreport/main.php?ticker=2912&id=22®ionid=1
4. MoneyDJ理財網 財經知識庫，2014，統一超商股份有限公司:
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http://www.appledaily.com.tw/appledaily/article/supplement/20140209/35628011/
描述 碩士
國立政治大學
企業管理研究所
101355028
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013550281
資料類型 thesis
dc.contributor.advisor 黃國峯zh_TW
dc.contributor.author (Authors) 梁逸婷zh_TW
dc.creator (作者) 梁逸婷zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 1-Jul-2014 12:04:10 (UTC+8)-
dc.date.available 1-Jul-2014 12:04:10 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2014 12:04:10 (UTC+8)-
dc.identifier (Other Identifiers) G1013550281en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67078-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 101355028zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 近年來，零售通路商為了鞏固通路勢力以及提升整體業績，正不遺餘力地發展多樣的自有品牌商品。本研究以國內第一大便利商店-7-ELEVEN所推出的自有品牌7-select為研究主體，有別於以往研究多探討自有品牌與全國性品牌商品之特色差異，本研究從7-ELEVEN挑選找尋代工廠夥伴的考量因素角度出發，進而歸納出商品特色，並欲了解在許多全國性品牌替7-select系列商品從事代工下，目標客群對於7-ELEVEN與其代工廠夥伴所共同推出的7-select自有品牌商品之感受。
透過文獻回顧，本研究將代工夥伴選擇之考量因素轉化為商品特色，以「定價特色」、「商品品質」列為衡量項目，並加入零售商之經營優勢「陳列促銷」，以此三者作為自變數；並將「對代工廠形象之重視程度」列為調節變項；而以「品牌權益」與「購買意願」當作依變數，同時能衡量目標客群之感受及列為零售商績效衡量指標；最後，於探索性調查中，欲了解「代工廠品牌的揭露程度」及「揭露不同代工廠品牌」對於受測者選擇自有品牌商品是否有影響。
研究發現：(一)零售商自有品牌商品之商品品質與品牌權益之間有顯著正向關係；(二) 零售商自有品牌商品之商品品質與購買意願之間有顯著正向關係。(三)零售商自有品牌商品之定價特色與品牌權益之間有顯著正向關係；(四) 零售商自有品牌商品之定價特色與購買意願之間有顯著正向關係。(五)零售商自有品牌商品之陳列促銷與品牌權益之間有顯著正向關係；(六) 零售商自有品牌商品之陳列促銷與購買意願之間有顯著正向關係。(七)對代工廠形象之重視程度並非零售商自有品牌經營構面與品牌權益及購買意願關係之調節變項。(八)從探索性調查得知，代工廠品牌之揭露程度及揭露不同代工廠品牌會使受測者對自有品牌商品的選擇有顯著改變。		zh_TW
dc.description.tableofcontents 致謝詞 i
摘要 ii
Abstract iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第三節 研究範圍與步驟 4
第二章 文獻探討 5
第一節 零售商自有品牌之概述 5
第二節 通路零售商發展自有品牌之分析 9
第三節 零售商自有品牌與其代工廠之間的互動關係 14
第四節 消費者選擇自有品牌商品之考量因素 24
第五節 零售商自有品牌績效衡量指標 29
第三章 研究方法 38
第一節 零售業及連鎖式便利商店之概述 38
第二節 台灣零售業自有品牌之介紹 40
第三節 研究架構 43
第四節 研究假說建立 45
第五節 變數之操作型定義與衡量方式 52
第六節 本研究統計分析之工具介紹 55
第四章 研究分析與結果 59
第一節 問卷回收情形與樣本結構 59
第二節 各研究變數之描述性統計分析 65
第三節 因素分析與信度分析 67
第四節 迴歸分析 73
第五節 差異性分析 82
第六節 探索性調查 83
第五章 結論與建議 92
第一節 研究結果 92
第二節 管理意涵及實務建議 94
第三節 研究限制與未來研究建議 97
參考文獻 99
附錄-問卷 109		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1013550281en_US
dc.subject (關鍵詞) 自有品牌zh_TW
dc.subject (關鍵詞) 全國性品牌zh_TW
dc.subject (關鍵詞) 代工製造廠商zh_TW
dc.subject (關鍵詞) 零售通路商zh_TW
dc.title (題名) 從消費者觀點探討零售商經營自有品牌及代工廠夥伴選擇之考量因素-以7-select為例zh_TW
dc.title (題名) Factors Affecting Retailer`s Private-Label Brands and Supplier Selection from the Consumer`s Perspective - A Case Study of 7-selecten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻
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參考網址
1. The Private Label Manufactures Association；PLMA: http://www.plma.com/
2. 7-select官方網站: http://www.7-11.com.tw/7design/
3. 7-ELEVEN 2013年度財務報表: http://www.mzcan.com/canreport/main.php?ticker=2912&id=22®ionid=1
4. MoneyDJ理財網 財經知識庫，2014，統一超商股份有限公司:
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http://www.nielsen.com/tw/zh/insights/news/2014/PrivateLable0609.html
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http://www.appledaily.com.tw/appledaily/article/supplement/20140209/35628011/		zh_TW