| dc.description.abstract | With the improvement of Taiwan economy, the output value of service industry is growing all the time. And the retailing industry of the service industry is the most relative to the consumers. Most of the servants in the retailing industry were born on 1980s, also called, negatively, as strawberry generation. Under parents’ protection and growing up without many siblings, they were living with good physical environment and less barriers. These make them unique personality: high degree, low pressure-resistance, setback unendurable, emphasize on the external, and self-centered. The generation servants with those unique personalities will be more and more. To increase the output value, to guide and encourage them, become the critical issues in the retailing industry.
This research is focused on communication retailing which needs more professional knowledge. Experiment two leading and encouraging management model, which is based on the leading theory, relationship-oriented and task-oriented, and assisted with encourage system, X theory and Y theory, directly in the retailing stores to get the number to verify its usage in the strawberry generation.
The communication retailing industry is in a stable period. According to the results, after 14 months experiment with these two oriented theory, the benefit outcome is totally different in 3 ways: mobile phone sales volume, phone number sales volume, and the stores’ gross profit. In task-oriented theory, the benefit outcomes all are decreasing, while all are increasing in relationship-oriented theory. Following are the outcomes. In task-oriented theory, the mobile phone sales volume, phone umber sales volume, and gross profit are decreasing by 6%, 19%, and 19% respectively. On the contrary, in relationship-oriented theory, the mobile phone sales volume, phone umber sales volume, and gross profit are all increasing by 15%, 25%, and 21% respectively. The conclusion is that the strawberry generation will perform well managed by relationship-orient with Y-theory encourage system than managed by task-oriented with X-theory encourage system. | en_US |