零售通路之商品市场定位实务 —运用新颖式群体决策机制零售通路之商品市场定位实务 —运用新颖式群体决策机制.pdf

Modern Marketing 现代市场营销, 2015, 5(4), 49-61 Published Online November 2015 in Hans. /journal/mom /10.12677/mom.2015.54007 A Practical Approach of Market Positioning for Retail —Using the Novel Group Decision Approach Rich Lee1,2 1 National Sun Yat-Sen University, Kaohsiung Taiwan 2 IBM, Taipei Taiwan th rd th Received: Oct. 13 , 2015; accepted: Nov. 3 , 2015; published: Nov. 9 , 2015 Copyright © 2015 by author and Hans Publishers Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). /licenses/by/4.0/ Abstract The retail industry is a highly competitive business facing the challenges from the rivals of within the industry and the emerging retailing innovated by the technologies. On the other hand, from the perspective of the commodity providers, the product differentiation is limited, the bargaining power of the consumers is strong, inevitably shrink the already-thin profitability. Both the retailer and the commodity provider require the clear market position of their services and the product as well to attract the consumers with perceived-precision. However, in many occasions, the approach of market positioning is subjective; it is not easy to reach the consensus and less convincing among the participants of the strategy planning team, and thus increasing the risks of testing the market. This article presents a practical group-decision market positioning approach with the theory be- hind to improve the quality of positioning and consequently to amplify the profitability. Keywords Market Positioning, Strategic Planning, Group Decision, Porter’s Five Forces 零售通路之商品市场定位实务 —运用新颖式群体决策机制 李 智1,2