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Title: 國軍福利部門競爭策略之研究-以空軍單位營站為例
Research of Competitive Strategies for Military Welfare Departments - Example of Air-Force Camp Unit.
Authors: 張懷珽
Huai-Ting Zhang
Contributors: 林信忠
Shinn-Jong Lin
Keywords: 策略管理;競爭策略;競爭優勢;福利品;高品質;軍榮眷;零售業;整體感
Strategic Management;Competition Strategy;Competitive Advantage.;system
Date: 2008
Issue Date: 2011-05-23 13:39:17 (UTC+8)
Publisher: 高雄市:[樹德科技大學經營管理研究所]
Abstract: 國軍福利品供應體系雖為內部服務性質通路,但仍屬國內零售業通路之一,近年來受同業競爭激烈及軍榮眷消費習慣改變影響,福利品銷售成效已不如往年,如何在良性的競爭下,仍能持續提供高品質的服務及商品,以成為空軍福利營站改革及努力之重要方向。
Even though the logistics channel of providing military welfare products is considered as an internal service unit, it still belongs to one of domestic retail channels. In recent years, influenced by competitors’ servere challenges and army dependants’ changing consumption habits, sales of welfare products are not as good as they were in the past. How to continue providing high-quality services and commodities under benign competition will be an important aspect for air-force welfare camp units to reform and put efforts.
The research targets management and operating staff of welfare camp units under the air-force headquarters’ control, total one hundred and fifteen persons, and is implemented by general survey with overall examination. The result shows that, from the aspect of descriptive statistics, most interviewees agree that suppliers should provide high-quality commodities, support negotiated pricing range to low-price commodities in camp units, and have ability to promptly supplement stock. They also recognize that, under competitors’ pressure, camp units should actively make strategic cooperation with supermarkets or convenience stores and provide multiple services, such as providing several kinds of payment services, gift coupons by consuming frequency, or seasonal hot commodities, in order to keep air-force welfare camp units’ competitive advantage and position in this service industry and sustain services to armies. In the analysis of single-factor variables, viewpoints on competitive factors and structures from persons in vocational education are apparently different from persons educated in professional institutes, universities, and graduate schools. Besides, the less senior have more perceptions of competition factors and structures influencing welfare camp units than those with eleven to fifteen years’ seniority in this service industry. Finally, the research proposes that the welfare headquarters should base on its foundation and system to actively work out innovative operation models by strategic cooperation in order to enlarge enterprise items and scope, create largest customers’ benefit, effectively improve army living, and support military setup and preparation tasks.
Appears in Collections:[經營管理研究所] 博碩士論文

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