| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === Over the past years, the increasing demand for electric appliances of general public, coupling with the rapid expansion of computers and digital commodities, have caused the booming emergence of 3C circulation chain stores in the domestic market.
Currently, the 3C commodity shopping malls cover a wide range from as big as super mall to small shop clusters at the Electronics Street. What are consumers’ purchasing habits? How the manufacturers are coping with this new trend? How manufacturers are competing with each other? After nearly 20 years of commercial development, what are the management strategies and features that allowed the successful few to stand out and stay in the market, without being phased out? These are the questions that we are trying to explore and find the answers.
Since the most distinct feature of 3C circulation chain stores lies in the fast change of commodity and management mode, this study, targeting the three most popular 3C chain stores, Tsann Kuen Trans-Nation Group, Elifemall Company, and Sunfar Computer Company Ltd., aims to investigate the different management strategies (e.g., mall location, floor area, layout, styles and displaying of commodity categories, and manpower and allocation of personnel etc.) among the companies, and the different performance effect resulted from various management strategies, by utilizing published data (e.g., financial report, information provided at company Website and other sources), and on-site observation. Finally a comparison will be made on the strengths and weaknesses between companies, to discover one or several relatively feasible management modes. Hopefully, by truthfully reflecting the current market conditions, findings of this study will provide valuable references to the industries.
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