臺灣博碩士論文加值系統

處於成熟階段的消費性用品，市場環境之複雜度不斷增加，使零售產業必須以最快速度回應消費者快速而多變的需求，以真正的消費者價值為各經營活動之主導。零售商的銷售點對各商品而言，扮演著生產與消費間之橋樑，能將企業的行銷策略對消費者做實際呈現。科技的進步，如商品條碼、準確的掃瞄資料、POS資訊等設備，讓零售商與製造商透過資訊搜集與傳遞技術之強大功能，對消費者價值更容易掌握，使其以消費者角度進行經營之理想成為可能。品類管理（Category Management）於是開始受到重視，其強調零售商店有個別定位，將管理與行銷活動架構於顧客需求和價值之上，因應消費者同時對貨架上不同供應商、不同品牌的商品做決策之採購方式，從準確而詳盡的資訊了解消費者。並在組織架構上，將每個品類視為一個策略事業單元，將過去在功能別組織下，分至各功能部門的採購、商品陳列、促銷企劃等決策權，整合交付予品類經理之下。
本研究以品類管理的角度出發，討論零售商品類管理之執行架構，並進一步深入推導、整合零售商對品類進行陳列與訂價之決策，而後應用啟發式演算法，規劃品類管理決策模式之解題，同時以台灣大型零售商店之實際資料進行驗證，並提出分析討論、及未來品類管理應用建議。
在經文獻探討、建立品類管理之執行架構、品類管理模式之推導建構、運算程式撰寫、實際商店資料驗證與分析後，可歸納出以下之結論。
1.本研究整合過去有關品類管理之文獻、及產業界實行之情況，提出四階段之品類管理執行架構，並建構出零售商進行訂價與貨架空間分配之決策模式。
2.經實際零售商店資料之驗證，在品類管理模式中，零售商以品類做為規劃單位，考慮品類中各品項之間的交互影響，同時決定商品價格與陳列空間分配二決策，所獲得之結果能使零售商在獲利上有所改善。
3.本研究分別試驗了不同的貨架空間與服務水準之問題。發現零售商對商品服務水準之要求，將對貨架空間分配決策、及品類的總陳列空間產生影響，而使零售商在品類規劃上有所差異。
4.本研究中建構之品類管理執行架構，將能提供業者在進行品類管理時做為實施方針；而所發展之品類管理模式、程式運算解法，除了可供業者在實際進行決策時使用，所分析出之品類資料亦能讓業者在商店經營上有所助益。
5.模擬退火演算法為一高度計算密集之求解過程，本研究將之應用於解決品類管理之最佳化問題，在有限的運算時間內皆能得到的不錯的啟發解。

第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 5
第三節 研究流程 6
第四節 研究範圍與限制 7
第二章 文獻探討 8
第一節 品類管理之發展背景 8
第二節 品類管理相關文獻探討 15
第三節 零售商行銷決策之文獻探討 32
第四節 模擬退火演算法 40
第三章 品類管理架構之建置 48
第一節 品類管理架構之建置 48
第二節 研究主題與範圍 55
第四章 品類管理行銷決策模式 56
第一節 品類管理行銷決策模式 56
第二節 品類管理模式之特性 65
第五章 品類管理模式範例演算 68
第一節 參數計算與設定 68
第二節 模擬退火程式運算與設計 72
第三節 範例品類最佳化結果 75
第四節 運算結果比較與分析 77
第六章 商店資料實證結果 82
第一節 軟片品類參數計算與設定 82
第二節 軟片品類實證結果 88
第三節 紙尿布品類參數計算與設定 112
第四節 紙尿布品類實證結果 126
第七章、結論與建議 137
第一節 結論 137
第二節 討論與建議 138
第三節 未來研究建議 142
參考文獻 143
附 錄：品類管理模式之模擬退火演算程式 153

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