On the Positioning of Retail – A Multidimensional Scaling Application
| Autor: | Chin-Tsung Huang, 黃錦宗 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The Simple Mart from the Mercuries Co., expanding the number of stores rapidly, there are 324 stores currently and will be increased to more than 400 stores before the end of 2014. Each store is around 30 square feet, and it's like upgraded grocery store. After Carrefour starts to run small shops "Market" and Pxmart expand the fresh and cooked food items, Simple Mart insist it's own mission to open bigger store 三商大美 which sells fresh and cooked food that Simple Mart doesn't have. Pxmart builded masstige supermarket "imart" which offering the fish processing area, the first Beauty &; Wine experience zone, lunch box and freshly made sushi, which made its sales grows up 40% than traditional PXmart. With the economic changes, the war of a variety of retail franchise channels are in full swing. This study is talking about the acknowledge of domestic retail franchise channels from the aspects of consumers, mainly using MDS as the analysis method. MDS is a perceptual and constructive technology. With MDS can help us to identify the difference between the various retail franchise channels. In this study, consumer's acknowledges are the basic inference for different kinds of retail franchise channels, selecting appropriate characteristic for each retail franchise channel. The retail franchise channels, PXmart, Welcome supermarket, Simple Mart, Carrefour, RT-mart, FE-amart, the President chain store and Family Mart are discussed here. This study collect data from 200 valid samples. Through MDS analysis program, making the results as an indicator for the segmentation and brand positioning strategy for retail franchise channels. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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