台灣傳統糕餅百年老店「舊振南餅店」以其135年的悠久歷史和「喜悅、信任」的核心價值觀聞名。該品牌通過手工精製的中式糕點，展現了深厚的漢餅文化，並對消費者表達了尊重和關懷。舊振南餅店堅持純手工製餅的原則，為消費者提供「食的安心」和「值得信任」的產品，這是百年來對消費者的不變承諾。

近年來，舊振南餅店獲得多項重要獎項的肯定，包括「第26屆國家品質獎」、「2021天下永續公民獎」、「2021金商獎-創新菁英老店」以及「2020遠見企業社會責任獎」。這些獎項彰顯了品牌的卓越表現和持續成長，並展示了其在企業社會責任（SDGs、CSR）方面的積極參與。舊振南餅店在2023年中秋禮盒中引入了SDGs企業社會責任的四大範疇，包括「食品道德」、「環境永續」、「社會參與」以及「漢餅文化推廣」，致力於提升品牌價值和社會影響力。

本研究將以舊振南餅店為研究對象，從科學的角度深入分析該品牌的四大營運通路型態。探討舊振南餅店在市場上採用多元化的經營策略，結合自營工廠以及各家營運通路間的供需關係。本研究鎖定四家直營門市、七家百貨門市和五家高鐵門市以及線上門市當中的商務客服團隊和電子商務團隊兩部門。透過深入了解各家門市的營運模式，本研究希望更準確地分析每家門店在不同季節和時段的業績變化，並找出最佳銷售模式，以實現各門店的經營效益最大化。

The Taiwanese traditional pastry brand " JIU ZHEN NAN FOODS" is renowned for its 135-year history and its core values of "Joy and Trust." The brand showcases the rich culture of Chinese pastries through meticulously handcrafted delicacies, expressing respect and care towards consumers. “JIU ZHEN NAN FOODS “Shop adheres to the principle of purely handmade pastries, providing consumers with products that ensure "peace of mind" and "trustworthiness," a steadfast commitment over the past century.

In recent years, “JIU ZHEN NAN FOODS “Shop has been recognized with several prestigious awards, including the "26th National Quality Award," "2021CommonWealth Sustainable Citizen Award," "2021 Golden Merchant Award - Innovative Elite Old Store," and the "2020 Global Views Corporate Social Responsibility Award." These accolades highlight the brand's exceptional performance and continuous growth, as well as its active engagement in corporate social responsibility (SDGs, CSR). In the 2023 Mid-Autumn Festival gift boxes, “JIU ZHEN NAN FOODS “Shop incorporated the four dimensions of SDGs corporate social responsibility: "Food Ethics," emphasizing health and safety; "Environmental Sustainability," actively engaging in environmental protection; "Social Participation," actively participating in social welfare; and "Promotion of Chinese Pastry Culture," dedicated to preserving the heritage and aesthetics of Chinese pastries.

This study focuses on “JIU ZHEN NAN FOODS “Shop, aiming to scientifically analyze the brand's four major operational channels. The research explores the brand's diversified business strategies in the market, combining its self-operated factory and the supply-demand relationships among various operational channels. The study targets four directly operated stores, seven department store outlets, five high-speed rail station outlets, as well as the business customer service and e-commerce teams of the online store. By thoroughly understanding the operational models of each store, this research aims to accurately analyze the sales performance variations across different seasons and times, and to identify the optimal sales model to maximize operational efficiency for each store.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 2
第二節 研究動機 2
第三節 研究目的 3
第四節 研究方法 4
第二章 文獻探討 6
第一節 通路型態理論之文獻 6
第二節 供應鏈管理之文獻 9
第三節 時間序列分析法之文獻 11
第四節 季節淡旺季指數之文獻 12
第五節 垂直整合管理之文獻 13
第三章 研究方法 16
第一節 研究架構 16
第二節 季節淡旺季真實數據分析 18
第三節 垂直整合機制導入效益 20
第四節 整體規劃定義通路銷售行銷差異分析 22
第四章 資料分析 28
第一節基礎敘述統計量之分析 28
第二節季節淡旺季真實數據檢測 32
第三節銷售通路之促銷新品活動 38
第四節銷售產品之規劃求解驗證 44
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究限制 53
第三節 研究貢獻 53
第四節 研究建議 54
文獻參考 56
中文文獻 56
英文文獻 58
附件資料 60
舊振南餅店-學術授權書 60

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