| 課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
|---|---|---|---|---|
| 3724014 | 流通經營管理 | Retailing Management | 3.0 | 3 |
| 中文概述 Chinese Description | 本課程內容共分零售基本概念、零售規劃技巧、零售機構之管理、零售之行銷組合及零售之應用與未來趨勢等五篇。第一篇「零售基本概念」，介紹零售的本質，描述零售機構的型態及台灣零售業之發展與未來趨勢。第二篇「零售規劃技巧」，說明如何訂定零售策略及進行零售研究，闡述商圈規劃與分析，並且探討零售地點選擇的決策流程與評估技術。第三篇「零售機構之管理」，先敘述零售組織規劃，然後討論零售業人力資料管理的程序及重點，也論及零售機構財務規劃、分析及預算制度。第四篇「零售行銷組合」，以行銷組合（產品、訂價、通路及促銷）之概念，分別討論店面設計與商品展示、商品採購與管理，零售訂價技巧及步驟，零售促銷規劃與活動。第五篇「零售之應用與未來趨勢」，將零售管理之學理及概念應用於更廣泛之場合，包括直接銷售（Direct Selling）及綠色零售（Green Retailing），最後針對零售管理之未來趨勢探討科技應用在零售管理，網路行銷及虛擬商店。 | |||
| 英文概述 English Description | There are five sections in this course. The first section；the basic concepts of retailing which the fundamental concepts, the models of organization and the future tendency are introduced. The second section；the skills of retailing planning, the strategy and research are discussed. The analysis of business circle and store location are decided by several different technologies. The third section；the way of establishing organization and managing the human resources, the financial planning, and budgeting are included. The fourth section；the combination of marketing, the concept of 4P（product, price, path and promotion）, the shop design and product demonstration, produce purchasing and managing, the decision of price and the activities of promotion are included. The fifth section；the future implementation of retailing, the direct selling and green retailing are included. The use of high-tech in retailing, Internet marketing and virtual store are discussed in this section. | |||
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