| 摘要註: |
自有品牌在台灣的零售業的重要性與日俱增,原因主要是因為它可以有很高的競爭力,本研究鎖定台灣的嬰兒用品專賣店為主要研究對象,首先,我們研究的大眾品牌與自有品牌的商業模式畫布,並且找出九大畫布之間的因果關係,本研究採用系統動力學仿真方法,建構自有品牌和大眾品牌之九大畫布動態模型,然後執行情境模擬分析個案公司。本研究目的以下四點:(1)基於商業模式畫布的九個構面中,建構嬰兒用品店的動態結構。(2)找出存量及流量圖,模擬分機個案公司的未來發展。(3)找出影響個案公司業績的關鍵決策點。(4)根據政策模擬的結果對個案公司提出建議。本研究發現,投資新的店鋪是增加顧客數量最有效的方式,這也代表著是最有效提升市場占有率的方法,另一方面,雖然自有品牌商品是主要提升自有品牌客單價的方式,但是投資新的店鋪是目前個案公司最有效率的發展,因此,本研究認為穩定的投資自有品牌,發展方向以開新店舖為主。 Private label is more and more important to manage retail companies in Taiwan, because it can upgrade horizontal competitiveness. Private label is always marketed in store, so this research will implement case studies with infant stores in Taiwan. First we study the BMC of national label and private label, and study the causal relationship between the variable that include nine elements of business canvas and other relevant variables. This study uses system dynamics simulation method to construct dynamic models of BMC of private label and national label, then executes simulation software to scenario analysis. This paper studies include four steps (1) based on nine dimensions of BMC, we try to find out the related indicators of the development to build the dynamic structure in infant stores (2) mapping out the stocks and flows diagram to simulate and analyze the development of the case E company in the future (3) finding out the key decision points which actually affect the performance of the E company (4) according to the result of the policy test, the suggestions are given to amend the policy direction of the E company.The results, investing in new stores is a direction of increasing the market share, because open new stores is the most efficient way to increase the number of customer in the E company. in other hand, PL commodities is the mostly reason of PL transaction, investment in PL commodities is the most efficient way to increase PL transaction. But investing in new stores is the most important mission for the E company to increase gross profit, we suggest fixed number of PL commodities increase and major investment in new stores. |