| Summary: | 碩士 === 國立雲林科技大學 === 工業工程與管理系 === 105 === Taiwan Tobacco and Wine Company was established in 1901, to this year has entered 116 years, a hundred years has been responsible for the national tax responsibility. As a leader in Taiwan's tobacco and alcohol industry, how can the state-owned enterprises change the market in a rapidly changing environment? The competitive strategy of enterprises will be an important issue to enhance the core values and sustainable development of enterprises.
Therefore, the main purpose of this study is to target the retailers in the central region of Taiwan Tobacco and Wine Company, and based on the PZB model, the project model is applied to the service quality provided by the personnel of the central office of Taiwan Tobacco and Wine Company. And AHP (Hierarchical Analysis) to improve the service satisfaction of retailers in Taiwan liquor business, including seven facets, 14 measures and 32 measurement items, the establishment of AHP hierarchical structure, the use of questionnaire survey to explore the company and Customer evaluation analysis results, and discussions with experts and put forward strategies to explore the importance of the strategy and the priority。
The results show that there are three main factors in the proportion of the weight of the overall criteria, namely, "reliability", "guarantee", "logistics convenience" are the top three, and by the experts to assess the characteristics of the election strategy of the relevant criteria to calculate the absolute weight value of the implementation of the program to give priority. Analysis of the results for the purchase of new vehicles as the most important mobile transport, followed by the establishment of the visit to visit the implementation of the end of the terminal service, followed by the provision of food and beverage outlets to promote and display beer. The results of this study will help Taiwan Tobacco and Wine Company to ensure the improvement of service quality management direction, and provide follow-up on the quality of service research reference.
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