| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 104 === Conveniences stores have closely combined with people’s daily lives. How to win over customers’ attention is the top priority for company’s management. Since the first convenience stores, 7-11, started the gift attribution activity and gained much popularity, other convenience stores has followed up the trend. Although Family Mart has the second-high market share, they continue to develop creativity in their gift attribution strategies and tend to make a difference with 7-11. They came up with gift attribution activity with cultural creativity from 2005 to 2007—using famous cartoon characters in spelling alphabets. Then, they promoted the healing products from 2012 to 2014; also developed different types of the gifts of collectable, practical and fun and with more cultural creativity and healing styles. Therefore, Family Mart distinguished themselves from 7-11 and brought in better business opportunities. This study collects the raw data of Family Mart gift attribution from the first season in 2010 to the fourth season in 2014 as well as the numbers of incomes, profits and management fees. By applying Multiple Regression Analysis and Dummy Variables, this research studies on the influence of gift attribution and management fees on the incomes and profits of convenience stores. The result shows that interesting types of gifts have the positive impact on the incomes; however; negative impact on the profits. The possible reason may be that the costs of gift attribution increase although the incomes rise. In conclusion, the gift attribution activity actually cannot boost the incomes.
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