The Study on the Management Strategies of the Traditional Market –A Case of Shalu Public Market in Taichung County
| Autor: | Chen Wen-Chen, 陳文鎮 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 The mission for the establishment of public markets is to provide sites for residents daily purchase. Shalu Public Market offers the same service for inhabitants in Shalu Town. Its long-standing development and prosperity depend on the needs from the local people. With the flux of surroundings, the change of consumers' buying behavior, and the rise of other retail markets, however, its prosecutors now face some management difficulties－the falls of competitive competence diminished a great deal of inside vendors' business activities; instead, hundreds of outside vendors appeared, surrounded the market, and caught most of the consumers. That’s why we must analyse the outer and inner Shalu Public Market business surroundings and draw up effective management strategies to improve and promote its value and importance. The whole research process can be decided into two parts. First, through the records, data, and government publications, we know more about the history of Shalu Town and the influence by the government policy to help analyse the transitions of Shalu Public Market. Second, by doing investigation and interviews with inside and outside vendors and questionaires on the inside vendors and outside vendors questionaires on the inside vendors and consumers, we analyse and compare these two business spaces on consumption habits, business activities, the size of both trade areas, the degrees of consumers satisfaction and other factors. Then, we employ S.W.O.T. Analysis Model to fix on the management strategies. During the research, we also found some significant differences on ages, distance, purchase frequency, stay time, budget and product choices between the consumers of the public market Moreover, inside venders not only compete with but also rely on the huge amount of outside vendors who attract lots of customers to walk into the market each day. There exists a competitive-cooperative relationship between them. Our Shalu Public Market Management Strategies focus on three aspects, the organization, the space and surroundings, and the management. Firstly, reinforcing the function of the Public Market Union can strengthen the abilities of vendors' self-management, help them actually participate in the whole running and combine with the community development to extend services and satisfy residents needs. Secondly, improving facilities, maintaining the market order, and demanding sanitation qualities can create a comfortable and convenient environment for shopping. Lastly, providers should start market segmentations, offer high-quality services, hold activities or do marketing on holidays or festivals, receive training and study other successful cases. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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