新竹巨城Big City週年慶目標管理與促銷策略之探討

The Study of Objective Management and Promotion Strategy for Big City Anniversary

隨著經濟持續成長，百貨公司營業額已經成為反映民間消費主要指標之一，近年來許多大型百貨公司不斷設立，競爭也越來越激烈，因此業者為了增加消費者的購買意願，使用了各種行銷手法來吸引消費者，週年慶活動是其一。在百貨公司週年慶促銷相關研究中，得知贈品種類、活動開打日、兌換天數、活動總天數、贈品方式和百貨公司內部折扣搭配制度及商品促銷活動已經取代了傳統行銷模式。所以本研究的主要目的在於對百貨公司內部之目標管理及行銷推廣活動進行研究，以新竹巨城Big City百貨運動用品樓層為例，本研究採用質性研究，針對該百貨之運動用品樓面之相關主管進行訪談，了解其目標設定與行銷推廣之關係。研究結果發現週年慶促銷活動與組合慣用方式為打九折活動、單一特價，滿千送百、專櫃的滿額贈、全館集點贈品、參加抽獎與來店禮等。

With the development of economics, the sales of department store have become a criteria for consuming power. Recently, department stores adopt various promotion tools to attract potential consumers due to intensive competition. Anniversary is the typical festival marketing. Past research focus on traditional marketing tools which have replaced by gifts, opening day of events, exchange days, number of days, premiums way collocated with various promotion activities. The aim of this research focuses on objective management and promotion activities for Big City. Qualitative research is adopted for interviewing floor managers. The findings suggest that the promotion mixes include 10% events, single special, upselling, cross selling and lottery.