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2005年8月2日

量販通路、便利商店、以及傳統通路的價格迷思

記得約略十年前左右,先是萬客隆開始營業,他起先的經營模式是倉庫式的。受限於當時法令規定,萬客隆採會員制,且會員的申請必須是公司行號。早期會員的申請審核還有點嚴格,你還必須出具公司證明,當然各分店落實的程度再談。此外,萬客隆的商品,都是真的量販的,比方說,你要買個A4紙,你只能一次買半打或一打,他不單賣一包的。

過些時候,家樂福開始開張,他起先也是採倉庫式的,也是要會員申請,但是會員申請的規定就比較疏鬆,你可能給張公司名片他就讓你申請。目前大家所認識的家樂福,基本上已經不是過往那種倉庫式的營業了。

為什麼要提這個主題呢?因為在過往這些大型量販店開始營業時,由於他的商品「普遍」都很便宜,大家一窩峰的往那邊跑,傳統所謂的雜貨店或超市生計受到影響。以往大家習慣的消費模式改變,例如你憑常會在鄰近的雜貨店或超市買日常的用品,如衛生紙、奶粉、沙拉油等,這些東西大家開始往量販店跑。

不過,當時,母親的研究卻發現,鄰近的大型超市,很多商品卻往往比大型量販店還便宜!?奶粉、沙拉油、醬油等,量販店常常還貴個一、二十元!?那大家為何印象中量販店東西便宜,開始第一優先想往量販店跑?

你有沒有想過,量販店哪時真的跟你保證他裡頭所有的商品一定比外面便宜?

量販店打的主意,不過是針對某些重點商品,他策略性的超低價,吸引你過去。由於他裡頭的商品上千種,你一旦去他那裡,你由於一方面對他的印象是東西都比較便宜,另一方面因為商品齊全,你會乾脆把日常生活相關的東西一併購買。食、衣、住、行、育、樂,樣樣全包。
食:量販店內,從乾糧如餅乾等,蔬果,料理相關如醬油、調味料等,飲料,酒等
衣:量販店往往有自有品牌的服裝,從襪子,內衣褲,休閒服,鞋,到西裝套裝等都有
住:油漆,簡易傢具如櫥櫃、床墊、書櫃等
行:汽機車相關配件用品
育:量販店內現在多伴有一些書,適合一家大小不同年齡層觀看的書
樂:休閒用品,例如烤肉用具、野營、體育用品等

量販店打的主意就是這樣,他一方面盡量讓他的商品齊全,一方面吸引你過去消費,並且希望你在那邊盡量把你日常的食衣住行育樂所有相關用品一次夠齊,還包含一家大小的全部買齊。但是量販店真的有跟你保證每樣商品都一定便宜嗎?沒有。

舉最簡單的例子,台灣啤酒玻璃瓶裝,傳統超市一瓶賣45元,量販店一般定價也是45元!雖然台灣菸酒公司的商品價格是比較硬一些,但至少這就是一個參考了,尤其在台灣菸酒公司從早先的菸酒公賣局民營化之後,其實價格也已經比較符合市場機制了,量大,其實價格都可以很漂亮。但是你還是看到,量販店銷量大,但是賣給你的價格卻比你鄰近的超市沒有便宜到哪去,甚至更貴!

接著來看看傳統通路,傳統通路包括社區性的超市,跟已經很難看得到的鄰里的雜貨店。
一個量販的迷思繼續存在著,為什麼在量販店已經很普遍的現在,還是有不少商品居然還可以在傳統通路買到比量販店更便宜的價格?

例如離我住的地方不到30秒路程的一間沒有加盟的便利商店,其實就是改良版的雜貨店,裡頭賣的一公升裝美樂、ASAHI、麒麟等啤酒,幾乎永遠都比超市跟量販店便宜?量販店在沒有特價時,一公升裝麒麟啤酒,還要賣你一瓶115元,我附近的雜貨店卻可以全年賣你105元!

跳到便利商店好了,現在全台的便利商店,在都會區已經算是很氾濫了,方圓5分鐘路程的一個範圍內,可能會有超過三~四家便利商店,例如7-Eleven、全家、萊爾富、OK等,稍微離市中心遠一些的地方,便利商店其實也還不算少,對於在都會區生活的人來講,方便是很方便,半夜渴了,肚子餓了,都還可以到這些24小時營業的便利商店買些東西充飢。

可是便利商店卻也同樣的從來沒跟你說他的東西便宜,他只是想跟你說他想做你的好鄰居。大家都知道,你如果在外租房子,平時買包裝水在家引用,你不會到便利商店買,因為貴。你會找空去超市或量販店一次買個幾瓶。偶爾缺個什麼,或臨時想吃個餅乾,是會到鄰近的便利商店買沒錯,但是你可能還是會計畫性的不定時的到超市或量販店買些東西,例如洗髮精、沐浴汝等,你通常不會在便利商店買。

但是再拿傳統雜貨店來比較一下,如果你很「幸運」的,住家附件還有雜貨店還營業著,你大概會發現,像是飲料、零食等你本來可能會在便利商店購買的,這些東西在雜貨店裡,卻幾乎都比便利商店便宜!!

你有沒有發現什麼不對勁?

為什麼像量飯店這種每天單日可以賣出數量非常龐大且產品線非常多樣性的商店,以及在全台擁有非常多據點、每天累計起來總銷售量也很驚人的便利商店,他們店內的商品卻往往並沒有比傳統通路賣的還要便宜!這是不是一個合理的現象?

如果你經常到了量販店,就會某種程度的認為裡頭東西幾乎都很便宜,然後會盡量把你日常相關所需一次購足,或是你是平常覺得方便就好,所以經過便利商店就會消費的人,你是不是要稍微思考一下,你的消費行為,在供需機制下相對於商品的價格,合不合理?

傳統通路下,只有零售店才可以直接販售貨物給消費者,製造商、代理商、大盤商、中盤商,乃至於小盤商,在過往都是禁止直接販售商品給消費者的。那麼對於量販店這種具有中、大盤商規模但目標客戶確實消費者,以及在全台有相當大規模的連所便利商店,他們的售價究竟合不合理?

您好好的想想看~~

2005年7月12日

責任與承諾

什麼叫做承諾?什麼叫做責任?承諾與責任,又是怎樣的關係?

邁向下一個階段

終於要離開現在的公司了。數一數日子,也超過三年的光陰了。比起第一份工作,待了將近四年,第二份工作超過三年,加起來正好七年。

第一份工作雖是在學術單位,好歹也是個組長,帶了個小組做些技術開發與維護。第二份工作被當作正式踏入社會,新的工作領域,想說就多學學吧,先是個工程師,也幹了兩年,邁入第三年才升資深工程師。工作資歷不能拿年紀來比,要拿實際的工作年資來比。沒服兵役也沒念研究所,大學畢業後直接工作,這樣比起一些有念研究所又有服兵役的人來說,工作資歷馬上多了四年。雖然念研究所的,在一些公司裡的職等是會跟大學畢業的有所區隔啦。

現在堂堂邁入第八個工作年頭,還是一屆資深工程師。

我想,假設有人試著要了解我為什麼要離開工程師,他可能要問很多人,也才能拼湊出約略50%。當然問我是最快的,可是基本上人都是看對方是什麼人,才決定對他說些什麼。總是有親疏遠近,總是有職務上的直接間接相關。

其實,人家說,要想留住優秀員工,不是等到他提了離職,才開始想辦法留住他。這麼說,姑且說我是優秀員工吧,我待了三年,之前都沒走,或許可以說是公司的一些相關福利、制度、升遷等等之類的,沒讓我想走。那麼現在想走了,是不是算是對現狀不滿呢?還是說我不算是優秀員工?

無論如何,有不少事情自己心裡其實很清楚,時機時機吧,每個人有每個人在不同時期所適合的不同的職場。比如在第一份工作裡,那裡的職場很能讓我好好發揮,一來工作內容跟自己專長有相關,也有興趣,二來當時的架構來看由我帶領一個技術團隊也很適合。

人或許該要盡量忘卻過去的不愉快不歡喜,少講些過往的閒言閒語,多看看未來,多規劃以後的路,是吧!

下一個階段是怎樣呢?

2005年7月11日

中平籤詩一首

事端百出慮雖長
莫聽人言自主張
一著先機君記取
紛紛鬧裡更思量

What kinds of testing should be considered?






















































































































Type of Testing Description
Black box testing Not based on any knowledge of internal design or code. Tests are based on requirements and functionality.
White box testing Based on knowledge of the internal logic of an application's code. Tests are based on coverage of code statements, branches, paths, conditions.
Unit testing The most 'micro' scale of testing; to test particular functions or code modules. Typically done by the programmer and not by testers, as it requires detailed knowledge of the internal program design and code. Not always easily done unless the application has a well-designed architecture with tight code; may require developing test driver modules or test harnesses.
Incremental integration testing
Continuous testing of an application as new functionality is added; requires that various aspects of an application's functionality be independent enough to work separately before all parts of the program are completed, or that test drivers be developed as needed; done by programmers or by testers.

Integration testing

Testing of combined parts of an application to determine if they function together correctly. The 'parts' can be code modules, individual applications, client and server applications on a network, etc. This type of testing is especially relevant to client/server and distributed systems.

Functional testing

Black-box type testing geared to functional requirements of an application; this type of testing should be done by testers. This doesn't mean that the programmers shouldn't check that their code works before releasing it (which of course applies to any stage of testing.)

System testing

Black-box type testing that is based on overall requirements specifications; covers all combined parts of a system.

End-to-end testing

similar to system testing; the 'macro' end of the test scale; involves testing of a complete application environment in a situation that mimics real-world use, such as interacting with a database, using network communications, or interacting with other hardware, applications, or systems if appropriate.

Sanity testing or smoke testing

Typically an initial testing effort to determine if a new software version is performing well enough to accept it for a major testing effort. For example, if the new software is crashing systems every 5 minutes, bogging down systems to a crawl, or corrupting databases, the software may not be in a 'sane' enough condition to warrant further testing in its current state.

Smoke tests get their name from the electronics industry. The circuits are laid out on a bread board and power is applied. If anything starts smoking, there is a problem. In the software industry, smoke testing is a shallow and wide approach to the application. You test all areas of the application without getting too deep. This is also known as a Build Verification test or BVT.

Regression testing

Re-testing after fixes or modifications of the software or its environment. It can be difficult to determine how much re-testing is needed, especially near the end of the development cycle. Automated testing tools can be especially useful for this type of testing.

Acceptance testing

Final testing based on specifications of the end-user or customer, or based on use by end-users/customers over some limited period of time.

Load testing

Testing an application under heavy loads, such as testing of a web site under a range of loads to determine at what point the system's response time degrades or fails.

Stress testing

Term often used interchangeably with 'load' and 'performance' testing. Also used to describe such tests as system functional testing while under unusually heavy loads, heavy repetition of certain actions or inputs, input of large numerical values, large complex queries to a database system, etc.

Performance testing

Term often used interchangeably with 'stress' and 'load' testing. Ideally 'performance' testing (and any other 'type' of testing) is defined in requirements documentation or QA or Test Plans.

Usability testing

Testing for 'user-friendliness'. Clearly this is subjective, and will depend on the targeted end-user or customer. User interviews, surveys, video recording of user sessions, and other techniques can be used. Programmers and testers are usually not appropriate as usability testers.

Install/uninstall testing

Testing of full, partial, or upgrade install/uninstall processes.

Recovery testing

Testing how well a system recovers from crashes, hardware failures, or other catastrophic problems.

Failover testing

typically used interchangeably with 'recovery testing'

Security testing

Testing how well the system protects against unauthorized internal or external access, willful damage, etc; may require sophisticated testing techniques.

Compatibility testing

Testing how well software performs in a particular hardware/software/operating system/network/etc. environment.

Exploratory testing

Often taken to mean a creative, informal software test that is not based on formal test plans or test cases; testers may be learning the software as they test it.

Ad-hoc testing

Similar to exploratory testing, but often taken to mean that the testers have significant understanding of the software before testing it.

Context-driven testing

Testing driven by an understanding of the environment, culture, and intended use of software. For example, the testing approach for life-critical medical equipment software would be completely different than that for a low-cost computer game.

User acceptance testing

Determining if software is satisfactory to an end-user or customer.

Comparison testing

Comparing software weaknesses and strengths to competing products.

Alpha testing

Testing of an application when development is nearing completion; minor design changes may still be made as a result of such testing. Typically done by end-users or others, not by programmers or testers.

Beta testing

Testing when development and testing are essentially completed and final bugs and problems need to be found before final release. Typically done by end-users or others, not by programmers or testers.

Mutation testing

a method for determining if a set of test data or test cases is useful, by deliberately introducing various code changes ('bugs') and retesting with the original test data/cases to determine if the 'bugs' are detected. Proper implementation requires large computational resources.