| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 97 === With the impact of financial tsunami on the world economy, the retailing industry has been facing a tighter competitive threat than ever before, and in consequence results in deficient management performance. Therefore, the executives of retail business has to assure the correctness of their own management policies and directions, to cultivate professional administrators, to integrate the management knowledge of modern retail business, and to link accurate theories and practical experiences to develop organizational management ability to achieve the goal of sustainable operation. This thesis conducts a case study that subjects on the Benefit Center for the Union of Governmental and Employees of Kinmen County (Kinmart) to explore the retail operation strategy. The data is collected by interviewing Kinmart executives. The general business model, SWOT analysis, and five force analysis are employed to explore Kinmart’s strengths, weakness, opportunities, threats and the creative marketing plans. The research results suggest that (1) Kinmart should highly connect to the department of government and group, (2) Kinmart should earn the customers’ trust, (3) Kinmart should develop creative methods of marketing, (4) Kinmart should review the Kinmart’s human resource policy, and (5) Kinmart should build a close partnership with their suppliers. Managerial implications are also addressed.
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