The Effects of Department store visiting gift promotion on performance

• Main Authors: Chen-lu Chen, 陳汝貞
• Other Authors: Cheng-Hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/37293044683443599331

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 93 === The growth rate of Taiwanese department stores sales volume is lower and lower but the competition is more and more violent in recent years. Besides, department stores continuously created many marketing means to attract consumers to increase their shopping willingness. It is so that every department store reduces the characteristic self-management commodities to reduce the costs. Therefore, there are almost no differences in most products. Department stores must plan more and more promotion to increase visiting rate, reduce the shopping time, reinforce the shopping habits, improve the replenishing product chances etc. It is no matter the department stores wanted or not, they had to invest a lot of human power and marketing costs in order to achieve the above purposes. To comprehensive survey of the department store promotion in whole year, there are many casual promotion except for the routine promotion activities, for example, discounts for changing seasons, shopping festivals, the anniversary celebration etc. The promotion methods are not only the discount but also the gifts for shopping in the stores for department store associators in every month. What should department stores do to cater to consumer needs after all? These firms applied the associator data in the electronic data store to plan much promotion to attract them shopping. Consequently, the department stores wished to create a group of high customers with high loyalty by the huge amount of promotion and superior quality gifts. For this reason, the study explored the effects of different factors and types of visiting gift on the customer numbers of exchanging gift and performance. The study tried to find out the key factors in practices and wished to establish a basis of visiting gift promotion for department stores. First, the research adopted ANOVA to understand the effects visiting gift promotion on business performance and the effects of strategy decision and types of visiting gift promotion on the customer numbers of exchanging gift and exchanging rate to find out the best strategy decision point. Second, the research used regression analysis to find out the best effects of which strategy decision factors and the types influence on. The result revealed that it was really helpful to adopt visiting gift promotion for the business performance. According to the above results, we proposed certain concrete suggestions which the department stores could apply for visiting gift promotion.