| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 93 === Abstract
Speaking of the domestic retail trade, the leadership of the General Welfare Service Ministry(GWSM) on the armed force retails circuit system, because of its special tenable background and transport business objective, causes its management attribute and transport business way is variance with the quantity sells shop, the retails circuit system, the facilitate sell shop, and so on.
GWSM is restricted by law, only to the soldiers, veterans and their dependents, the source of consumers are restricted. In 1975 it expanded its service to government employees and staffs of public schools in addition to the welfare supplies in the military. In 1981, it provided additional service to veterans and their dependents. In 1989 its service to government employees and staffs of public schools was cancelled as ordered. Since then it has been in charge of the supply of supplementary foods and products nationwide in the military.
After 1975, the welfare supply duty time, the cooperation merchant extremely takes up with the GWSM circuit system, under the contract standard, the welfare selling price truly is lower than the market commodity price. The GWSM grasps the low price supply policy, obtains the consumer to approve, business achievements are good. Only since relieves handles concurrently the government employees and teachers welfare supply task in 1989, the same business of folk retail sales to strives for the survival in the competition intense market, promotes the different type promotion, the low price promotion becomes the retails market development tendency, the GWSM’s low price supply strategy, is under the unprecedented impact and the challenge.
This research choice GWSM as the research object, based on the marketing management correlation idea, discussion the same business of the domestic folk retails market to pick the line of low price promotion strategy to GWSM's influence, and affiliation. By the review the GWSM’s evolutions, thoroughly understood the GWSM’s mission, transport business objective, to discuss the promotion strategy and the impetus promotion influence. Further more, pick the line of promotion strategy on GWSM to put forward the proposal: maintain the existing market, the attraction source of consumers backflow, and the promotion transport business achievements.
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