The Study of Department Store''s Promotion System and Product Promotion Activities on Promotion Effect

• Main Authors: Liang-chun Cheng, 陳亮君
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/78662779387691625633

碩士 === 逢甲大學 === 企業管理所 === 95 === With the reviving of the economy, our highly-improved life quality booms the department store''s and causes economic growth. It’s especially worthy of attention. Furthermore, many large department stores have been opened in the recent years and they do their best to promote in order to attract consumers. However, the traditional price promotion method is unable to satisfy consumer''s expect. The new pattern promotion method like the department store’s interior discount system replaces old one. In present market, because various department store provide the brand overlapping high, and every department store which give the discount range is quite clossness, caused the consumer accept the same discount even in the different stores. Perhaps, when the consumer has established commodity to buy, whether they could go to specific department store because of the new pattern promotion method and so on, is topic which is worth discussing.Besides, I take the interior discount system of the department store and product promotion activities conducts the research, and discuss whether these promotions could attract and take customers different awareness value and increase consumer''s purchase will. Furthermore, I would discuss the relations of the different consumer type between the department store’s promotion system and product promotion activities on promotion effect. The study shows: 1. The department store’s promotion system and product promotion activities has a distinct influence on promotion effect. 2. Consumer type has a distinct influence on promotion effect. 3. In consumer type, the department store’s promotion system and product promotion activities has a distinct influence on promotion effect.