| Summary: | 碩士 === 國立成功大學 === 交通管理(科學)學系 === 85 === Regrading to the active development within the field of commerce
in these past few years, manufactures have figured all kinds of
methods to enlarge their mar-kets, and dertermining the
locations of the stores is one of them. To start a store on the
appropriate region can raise the selling amounts of the goods,
butat the same time, wrong locations can turn the goods into
nothing. The combin- ation of media and computer techniques has
changed the way customers shop today.Doing the teleshopping not
only offers all kinds of oppoutunities, but also open a brand
new area of purchasing.
What is so called traditional shopping is simply when the
customers have to go from store to store;and the teleshopping is
that customers can order from theirown computers and the goods
will be delivered. The manafactures used to deter- mine the
locations of the stores by considering the traditional shopping
style.But in this paper, the decision making of placing a store
will be based on whatthey called teleshopping. By comparing
these two majors ways os purchasing, we can see the differences
of how they decide where the stores should be placed. The
Multinomail Logit Model(MLM) is used in this research to compose
the Pro- bability Model of the stores. Non Linear Regression
Analysis is done by using Try and Error Method in order to
estimate the Parameter Value, and all the works are done on
the Statistical Software(SAS). Locations of the traditional
shopping stores are measured by the market share. And as for
teleshopping, demands of the markets will be figured out by
using Probability Model of the stores, and then the costs of
delivery, which is used to determine the store'' locations, will
be calculated based on the demands of the markets.
The survey objects in this research are the pizza stores which
are located in Kaohsiung area now. The result of this research
can be considered as a guide- line for a new opening pizza
store. Also, it could be useful for the manufac- turers to make
the best decision on placing their stores regards to the change
of shopping style.
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