| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 101 === Due to the keen competition in globalized market, domestic bulk-sale stores have begun locating their own brand position in order to make a distinction among others. The scale of these bulk-sale stores is becoming larger, and the style of management towards chain-orientation and internationalization. Brand image, product price, product quality, and consumer rights have been emphasizing gradually. Therefore, to seize the market share over manufacturing companies, bulk-sale stores throw out low-price strategy to compete. Hence, how to maintain the quality and also control the cost becomes a crucial issue amongst domestic bulk-sale stores.
Generally, low-price strategy make consumers associate with “low price, low quality.” In this case, bulk-sale stores try to work as OBM (own branding and manufacturing) system, elevating their core competence by carefully selecting original equipment manufacturer, focusing on marketing strategy and promoting customer service quality.
This research will focus on RT-MART bulk-sale store as research subject, bringing into its OBM food product as research scope. We will discuss whether or not there is a significant impact on brand equity and repurchasing intention over its OBM marketing strategy and equipment manufacturer’s reputation. The research method is constructed by questionnaire on convenience sampling. The data of surveying sample will be consumers who have actual purchase experience in RT-MART as representative sample.
The case study shows that there is a significant correlation between the bulk-sake store’s promotional activity, brand image, retail price, and brand equity. There is also a significant impact on repurchasing intention upon the bulk-sake store’s promoting campaign, brand image, price; a significant impact on repurchasing intention upon the bulk-sake store’s brand equity. Furthermore, there is a positive significant correlation between bulk-sake store’s equipment manufacturer’s reputation and brand equity; a positive significant correlation between the bulk-sake store’s equipment manufacturer’s reputation and repurchasing intention. Moreover, except what we have discussed the three dimensions of bulk-sale store’s brand marketing: brand image, promotional activity and retail price in the literature review, this research also discovers that there is another important aspect; we call it “product quality.”
The research aims to provide RT-MART a substantial reference material in terms of its marketing strategy application hereafter, also expecting OBM bulk-sale stores will be more varied so that it can offer more alternatives for consumers.
|
|---|
