| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === To meet the customers’ demand in the competitive marketing industry, the retailers have to continuously develop new products to keep customers’ nterest, which includes optical retailers. In order to strengthen their competitiveness, optical retailers develop chain stores to augment their share in the market.However, the domestic optical market is gradually saturated, business management cannot be improved, the expense of laser surgery is getting cheaper and joining WTO makes
Taiwan’s domestic market open to the world, these will give the retailers, who extend their business overseas, the pressure to fortify themselves. But owing to Taiwan’s high density of population, which impose adverse effect on the development of ocular regulatory muscle, and students’ eyes are always in stressful conditions it creates a huge near-sighted population. At the same time, a lack of nation-standardized optometry examination system makes people think optical retailer is an easily managed business. That’s why there are more than five hundred optical retailers in Taiwan, only less than Japan in the world, which has about eight hundred retailers. Taiwan has the highest density of optical retailers in the whole world. This make Taiwan optical market the fieriest market, and this competition has become aggravated when the retailers want to stay in the business they either shorten the ptometric training course or hire other company’s optometrists in order to save their budget. In this situation the customers get the worst quality services and risk the loss of healthy eyesight. Therefore, more and more people get near-sighted and more optical stores are opened. This kind of vicious cycle still goes on and makes us worried.
In this unusually competitive market, the enterprise needs new meditation and adjustable methods to stay in business and to promote consumer’s purchase intention, whether it’s a long-term plan or short-term promotion. In 1985, Michael Porter mentioned that strategy not only is a process of thought, but also solves substantial problems. It deserves retailers who ponder the ways to get advantageous positions in the market by service quality or by optical technology to obtain consumer’s loyalty of brand. Otherwise healthy business will be expelled from the market by ill-managed businesses.
Keyword：Optical enterprise、service quality、brand loyalty、consumption intention
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