| Summary: | 碩士 === 國立高雄科技大學 === 企業管理系 === 107 === Customers nowadays have lots of ways to do their purchase of the home appliances under the trend of not only the fierce competition in home appliance industry, but also the transparent information. Moreover, people who buy their houses for the first time might spend tremendous money on the home appliances. For this kind of buyers will also consider more on their purchasing decisions. In the increasing number of small families, small families play a more important role in the sale of home appliance industry. This group of customers is the target that home appliance traders are eager to attract with limited funds. To win a victory in the industry, it’s the key point that how traders make an effective sales strategy for promotions.
This study collects and consolidates various related literature to analyze the crucial factors between the suppliers’ strategy and the need of the real estate buyers. We also take advantage of AHP to analyze and set up guidelines. Through the guidelines, we could obtain the priority and the rate of all evaluations. We could build the mode of choosing home appliances. Furthermore, we could compare the different points of view between the suppliers and the buyers. The research shows that the suppliers think promotions of low-price is the most important; as for the demands, word of mouth come to the first place. Both of them think the quality of goods itself plays an indispensable role. However, in the policy, the suppliers think the evaluations in communities are important, and the buyers think word of mouth is the major factor which influences what they buy. This study could be the reference for suppliers when they make their sales strategy.
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