“国军”福利品供应站顾客消费特性及营销策略之研究

本研究首先经由文献探讨，界定“国军”福利品供应站在业态别中的角色，应类似于超级市场的综合商品零售商的角色。而後透过问卷设计调查，SWOT分析及深度访谈等方式，提出福利品供应站在经营及营销策略上除了强调商品售价低廉外，也应着重于强调保证商品质量的宣传力度，并以更具弹性的手法来引进或汰换商品，并且尽可能提供更多的商品选择性，而後利用邻近小区或都会区的营区来增加责场地点或以租赁场地方式采用小规模小区型售场的方式大量展店，并以更多元的方式促销，建立完整顾客数据库，提高宣传效率及全面开放信用卡消费等积极性方式作为推动策略。

A study on the consumer consumption characteristics and marketing strategies of military welfare supply station

According to the literature review, the study identify the role of the military welfare supply station should be similar to warehouse. By questionnaire surveying, SWOT, analysis and interview to discuss the operation and marketing strategic of the military welfare supply station, propose the solutions are that we should not only emphasize the low-price of products, but also the product quality and use more effective way to stock and look for the substitute, moreover, we can provide more product options and increase more stores in community or urban area near the barracks or operate as convenient stores to expand the market. We also can do the following actively： using more various marketing strategies, building complete customer database to promote the advertising, and credit card acceptance as the operation strategic.