Relationship between Knowledge Structures and Sales Performance: An Empirical Study of Tranditional Retail Market in Taipei

• Main Authors: Te Lung Lin, 林德隆
• Other Authors: Lichung Jen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/48473058311403822138

碩士 === 國立臺灣大學 === 國際企業學研究所 === 97 === Due to the past operation system, people’s thought, also the restriction from government and the changing with soft and hard equipments make the traditional retail marketing out of track. The above reasons make the traditional market losing their target customers from warmness and friendliness, these are their competitive advantages. People start going to supermarkets or other hypermarkets instead; this situation makes traditional market turn into black page. According to the unbalanced and management problem with traditional market, government had suggested many related strategies to adjust this situation. This researching is focused on how customers understand and have awareness with traditional market; also analysis the relationship between the awareness and selling performance.This project divides into 3 steps: 1.The difference between vendors’ consciousness and reality of customer’s structure by counting how many vendors there are. 2.Discuss the relationship between the customer knowledge structures of the market vendors and their sales performances by developing the regression model and correlate analysis. 3.Analysis the differences between the customer knowledge structures and market vendors knowledge from the high and low performances. As a result of this research, it will provide to Taipei City Market Administration Office as suggestions when it is time to plan and implement their policies, also suggest how to improve the business with traditional retail market.