group members andy, sally, maggie, julie. outline i. introduction a. background b. motivation ii....
TRANSCRIPT
The Study of Point-collecting Activities in 7-ELEVEN Convenience Stores
Group membersAndy, Sally, Maggie,
Julie
Outline•I. IntroductionA. Background
B. Motivation
•II. ThesisA. Literature Review
B. Method
•III. Discussion
•IV. Conclusion
•V. References
I. IntroductionA. Background
The point-collecting activity originated in Japan. 7-ELEVEN’s first point-collecting activity in
Taiwan was held in 2005.
B. Motivation We are interested in 7-ELEVEN’s point-collecting activities.
C. Research Question
RQ1 •What is the evolution of point collecting activities at Taiwan’s 7-11 convenience stores?
RQ2 •What are the features of the gifts from the point-collecting activities?
RQ3 •What are the marketing strategies of 7-11’s gifts for point collecting activities?
II. ThesisA. Literature Review
1.• 7-11 was set up in America in1927.
2.• President Chain Store Corp(PCSC) introduced
the 7-11 system into Taiwan in 1978.
3.• In the mid-year of 2014, there are 5,000
outlets in Taiwan.
The first stage: free gift with purchase of 77 NT dollars
RQ1: What is the evolution of point collecting activities at Taiwan’s 7-11 convenience stores?
RQ1
2005 77 NT dollars
2006 collecting five reward points
2007 to collect 10 reward point stickers instead of 5
2008Collecting 30 reward point
stickers and pay 39 NT dollars
1. function
purely decorative
more delicate
practical
RQ2: What are the features of the gifts from the point-collecting activities?
• certain goods for free in 7-11
• special offers in other alliance enterprises
RQ3: What are marketing strategies of 7-11’s gifts for point collecting activities?
IV. Conclusion• higher requirements, more
exquisite and practical gifts
• combining activities with themes and current trend
• Free goods or special offers in other alliance corporations
V. References
• 7-ELEVEN 便利商店 http://www.7-11.com.tw/• 黃玉禎 (2011) 。超商「集點贈品學」大玩三套手法。 商業周刊, 1222 期。• 便利商店贈品吸引消費者購買意願的影響力 http://ir.lib.cyut.edu.tw:8080/handle/310901800/12738• 中時電子報 http
://www.chinatimes.com/newspapers/20140712000048-260202