宅配服務之生產力與行銷策略之研究; A Study of Productive and Marketing strategy of Home-delivery Service.

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题名:	宅配服務之生產力與行銷策略之研究;A Study of Productive and Marketing strategy of Home-delivery Service.
作者:	藍如萍;Ju-ping Lan
贡献者:	土木工程研究所
关键词:	因果結構;宅配服務;生產力;home-delivery;relative structure;productive
日期:	2002-06-20
上传时间:	2009-09-18 17:11:56 (UTC+8)
出版者:	國立中央大學圖書館
摘要:	由於科技發達、網際網路盛行與民眾購物習慣的改變等原因，使得個人或家庭使用小件包裹運送之服務具有很大的成長空間，使得宅配服務興起；而台灣在2002年正式加入WTO，為促使台灣成為亞太物流運籌中心，應將強化物流體系效率，以共同配送與宅配的推廣為策略；因此，宅配服務在台灣現今與未來社會更加不可或缺。而台灣宅配業者多採用日本技術轉移，但國情、社會文化…等情形不盡相同，因此難完全採用日本之行銷方式；再者，在目前個人小包裹之市場仍屬模糊階段，尚未形成均衡情況之下，如何在短時間內迅速在消費市場佔有一席之地將為重要主題。本研究希望利用業者執行生產力績效分析與檢討的同時，將此種客觀量化之結果做為未來行銷策略方向的明確依據。爰此，本研究針對宅配服務之生產力指標與行銷策略的相關性作為研究主題，針對二者之相關性以Fuzzy Structure Modeling進行結構化之研究，並以Path Analysis之統計方法檢定其可靠程度，藉由此結構化之結果瞭解以生產力影響行銷策略之因果架構，進而冀望利用此因果架構提供決策者藉生產力指標所得之優勢推估合適且有效之行銷策略。 By at science and technology flourish, the Internet is in vogue to wait for reason with change of populace's shopping habit, Make individual or family to use small piece package transports of service has very big growth space, Make the residence to join the service rises; But Taiwan formally joins the WTO on Year 2002; for cause Taiwan becomes Asia-Pacific Regional Operations Center, Secretary Trade Company Department Of Finance expresses efficiency for the system of logistics, Also integrate logistic of globe ,area ,city, and so on; the president of Taiwan Association of Logistics Management also recommends strategy of common-delivery and home-delivery; But situation of a country, the society wedge circumstance is not completely identical, therefore hard to completely adopt the marketing method of Japan; Furthermore, At currently market of individual's small package still belongs to obscure phase, How within short term inside rapid at consume market has one seat willingly for important topic. This study hope makes use of operator to carry out productivity achievements and effects analyses and analyze at the same time, Result of this kind of objective quantification will do will marketing for in future clear foundation of strategic direction. Therefore, this research joins the productivity guideline of service direct residence and marketing the strategic relation as to study the topic, Proceed direct relation of latter the structure melts of research with Fuzzy Structure Modeling, According to period in disorder thus the structure melts of result understands influence according to productivity guideline marketing cause and effect infrastructure of strategy, And test the authentic with the statistics method -Path Analysis. And then hope make use of this cause and effect infrastructure to provide the strategic decision people the in disorder productivity guideline is gained of advantage pushes estimate befit even effective of marketing strategy.
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