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    题名: 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
    贡献者: 黃國峯
    梁逸婷
    关键词: 自有品牌
    全國性品牌
    代工製造廠商
    零售通路商
    日期: 2013
    上传时间: 2014-07-01 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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    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
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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