連鎖書店近年來蓬勃發展，已遍及全省各鄉鎮。然而隨著消費意識的提升，大眾化的行銷策略已無法滿足消費者的需求。連鎖書店應針對各地區消費者之行為差異，擬定差異化行銷策略，以符合各區消費者需求，提升競爭優勢。 本研究以金玉堂加盟連鎖書店為研究對象，針對全省75家加盟店及1500名消費者進行調查，以了解加盟店經營型態及其行銷組合，並探討其消費者行為。本研究將金玉堂加盟店按地理及營業規模變數分成都會大型店、都會小型店、鄉鎮大型店及鄉鎮小型店等四種類型，並以7Ps為行銷組合，來探討各型態加盟店的行銷策略。 研究發現(1)不同型態加盟店之經營型態相似。(2)不同型態加盟店的消費者在消費者行為上具差異性(3)四種型態加盟店目前的行銷組合皆未能充份符合其消費者之需求。研究結果顯示不同型態之加盟店應根據其消費者特定擬定適當的行銷組合以符合消費者導向的行銷觀念。最後，本研究依據發現結果，針對各型態加盟店目前經營現況，擬定行銷組合。 The book chain store has gradually been blooming open in both countryside and city in Taiwan. At the era of rapidly changes of recognition in consumer’s behavior, a general marketing strategy used in the book chain store cannot satisfy the consumer’s desire. The book chain store should develop its own marketing strategy in order to fulfill both of customer’s need and advance core competence for the book chain store. This thesis is going to focus on affiliated book chain stores named Jin Yuh Trang in Taiwan. For understanding current marketing techniques, We had a survey for 75 bookstores and 1500 customers in order to understand management style and marketing mix in all affiliated book chain store.The affiliated book chain stores named Jin Yuh Trang based on the scale of the chain book store can be geographically divided into four main styles of affiliated book chain store including large bookstore in city area, Mimi bookstore in city area, large bookstore in countryside area, Mini bookstore in countryside area. By using the 7Ps marketing mix techniques, we will discuss each of four styles book chain stores in my thesis. In according with the relative result of analysis in the thesis, the total findings can be expressed as following results. （1） Different styles of affiliated book chain stores have big variance in its current management. （2） For different Geographical location of affiliated book chain store, the customers in different styles of bookstore have variance in consumer behaviors. （3） The four styles of affiliated book chain store cannot actually satisfy most of the consumer’s need in Geographical location of book chain store. We truly believe some improvements can be done in current chain bookstore Based the shortcoming of current operation in affiliated book chain store we revealed in the thesis and findings/results of characteristics of consumer’s need in different book chain store, the thesis can offer some marketing strategy to all of the affiliated book chain store .
