社區體育用品社業績衰退原因探討

Investigation on Causes of Poor Business for Community Sporting Goods Vendors

本文直接訪問體育用品社負責人，從經營背景、進售商品、面對衝擊等面向設計訪問問題，訪問筆錄經過彙整並分析訪問結果，接著參考相關文獻探討業績衰退進而歇業原因，最後具體列出體育用品社業績衰退原因，以下為摘錄結語：
一、社區型體育用品社的業績衰退原因包括：稍不慎進貨就得冒虧本風險；運動服與鞋被知名品牌壟斷，賺得利潤多在庫存貨；商品價格不敵大賣場，也很難和不需店面租金的網路商場競爭；低價位商品敵不過水貨商。
二、機關團體採購被中大盤商與工廠取代；消費者休閒時間被網路視訊或營利性運動俱樂部取代；社區的休閒運動風氣低迷是導致業績逐年下降的法令與大環境因素。
三、體育用品社販售商品的模式跟不上社區居民或學生族群的消費模式，對新顧客的吸引力不足，也容易失去老顧客，不但因此業績衰退，實際獲利也嚴重縮水。

In this paper, interviews were conducted with vendors of sporting goods operating in communities with questions focusing on various aspects such as background of operation, merchandize offered, impacts they had to face and so forth. The interviews were transcribed and compiled for analysis of results and relevant literatures were examined to discuss the causes responsible for the decline and eventually closure of business. These causes will be accurately identified and listed in the conclusion of the paper.