                              -  7  -

3.صˡС觢ѹ
       㹻 2540 âµǢͧɰԨѧЫ ੾СüԵҤصˡ  
  ѵҢµ§ 0.6 ºѺ 7.3 㹻 2539 ¡鹡üԵԵѳ 
    ѵҡâµͧҡâ¡ѧüԵáͧ 2539 ѧ  
  ͧùѹԺ͡üԵѹٻ֧ҡö᷹ùҹѹٻ
  㹻Ѩغѹ ѧҹԧҳԪµ 4.3 㹢зüԵѧҹԧҳԪ
  鹨ҡ 2539  16.0 觼ùҾѧҹԧҳԪŴŧҡҡ 2539 Ŵŧ
   3.5
       ҧáҡüԵѧҹԧҳԪТµѵҷ٧ ѧ§͵
  㹻 ͧҾѧҹҡҧдѺ 60.9 ͧѧҹ
  ԧҳԪ駻
       3.1 ѡɳСѹԧ  
                Ѩغѹͧѹ㹻ѧµࡳ٧ ǹͧ 
           ͡âԹҧ  صˡԵ俿 Фͧôҹ     
           öṡԴͧѧҹѧ

                    üԵ  ù С͡Եѳѹ
                               Ҥ - ѹ¹ 2540  *   
 
                         ҳ (ѹ/ѹ)          ¹ŧ (%)       
                  
                 閡üԵùҖ͡閡üԵùҖ͡

 ູԹ           127.9 158.7    0.7    32.0   7.7  20.7  -90.6    103.7
   -ູԹ     93.4 112.1    0.3    19.2  13.4  33.2  -93.8    320.4
   -ູԹ   34.6  46.5    0.4    12.8  -5.1  -1.6  -84.3     14.7
             314.6 296.4   45.1    17.6   1.8  29.5  -56.9    107.2 
 Ҵ               1.6   2.2    0.9     0.3 -11.0 -27.1    -    3,704.7
 ѹͧԹ      61.2  65.4    0.5     3.4   5.0   7.0  -64.6    200.6  
 ѹ         162.0 153.6   19.8    13.4  -6.6  10.2   63.1    -24.9  
 ҫ  52.5  72.6    0.04   14.5   6.5  23.0  -92.3    126.0   

              719.8 749.0   67.0    81.3   1.2  20.2  -60.1     63.7     

*   ӹѡҹСùº¾ѧҹ觪ҵ,ùº¾ѧҹ,Ѻ 38 ͹Ҥ -  
       ѹҤ 2540,˹ 89
                                                             ..... 8/ 3.2 çҧ   
                              -  8  -
      3.2 çҧصˡѹ㹻
               3.2.1 çҧ 仠
                          ·صˡѹ㹻öṡ͡ 4 ǹ 
                     ѡɳиáԨᵡҧѹ 
                          ) èѴҹѹԺйѹٻ
                          ) á蹹ѹ㹻
                          ) èѴ觹ѹ
                          ) õҴ
                     ´ͧǹմѧ
                          ) èѴҹѹԺйѹٻ
                                  ѡɳСèѴҹѹԧͧ ö͡ 
                             繡èѴҹѹҡ 2   èѴҨҡ㹻 
                              ҡҧ ѧ
                                  1. 觹ѹҡ㹻  
                                          ҳüԵѹԺ 9 ͹áͧ 2540   
                                     ӹǹ· 22,716 /ѹ Ŵŧ 13.6 
                                     ºѺǧǡѹͧա͹ 觼ԵӤѭ 
                                     ԡԵ觼Ե 78.3 ͧ ҳѧ
                                     ѧ§͡Ѻͧ㹻ȷͧҹѹ
                                     Ժҡ㹻ҳ٧֧ 734,100 /ѹ Դ
                                     Ť 9 ͹áͧ 2540 ҡѺ 114,654 ҹҷ
                                     ǹ˭繡ùҨҡ㹵ѹ͡ҧ
                                  2. 觹ѹҡҧ  
                                          Ѩغѹҡӹǹç蹷Թҹ  6   
                                     չѹٻ§͡Ѻͧ 
                                     㹻  ¡鹹ѹūѧաù (ط) 
                                     㹪ǧ 9 ͹á 27,500 /ѹ ҧá  
                                     ͹ѹ¹ ա͡ (ط) ͧѹ 
                                     ФҴ㹪ǧش¨ա͡ѹҡ
                                     ҹз㹻 2540  ѹٻա͡  
                                     طԻҳ 3,100 ŹѹԺ/ѹ
                          ) á蹹ѹ㹻  
                                  Ѩغѹç蹹ѹ 6   ç
                             ѹͧѷ ҧҡ ӡѴ (Ҫ) աѧüԵ  
                             120,000 ŵѹ ѷ ʵ() ӡѴ  
                             աѧüԵ 145,000ŵѹ кѷ  ӡѴ    
                             ѧԵ 220,000 ŵѹ ç蹹ѹͧ ӡѴ աѧ 
                                                                    ..... 9/ Ե   
                                   -  9  -

                             Ե 145,000 ŵѹ ѷ ç蹹ѹʵ俹
                             ӡѴ աѧԵ 130,000 ŵѹ ç¡͹ഹʷͧ
                             ѷ ѹվ ӡѴ աѧüԵ 65,000 ŵѹ  
                              825,000 ŵѹ
                          ) èѴ觹ѹ
                                  ·仡â觼Եѳѹٻѧͼ 
                             դӤѭ͸áԨѹҡ ͧҡ繡âСúèط
                             ᵡҧҡʴ йѹ÷ 
                             觹ѹٻСҫ㹻Ѩغѹ 4 Ը ¡ѹ 
                                  1. â§ö÷ء Ѩغѹا෾ҹ
                             ٹҧѡ㹡èѴ觹ѹͧ ѹ 60١
                             Ѵ觼ҹا෾  繷դѧѹͧѷѹҧ   
                             㹨ӹǹѧǡ 60 繡â觷ҧö÷ء  ͧ
                             ҡԸշдǡФͧǷش 
                                  2. â§ Ըաâ觹ѹդ
                             ӷش ͧҡö§ѹªԴ㹻ҳҡ   
                              駹ѺҴҧͧͷ÷ء 鹷ҧ
                             觷ҧӴѧǵͧբҴ§ͷͺ÷ءѹ蹼ҹ   
                                  3. â§ҧö  繡â觷Ѻ 
                             â觹ѹҳҡ  зҧ ö件֧
                             ·ҧ 
                                  4. â觹ѹҧ Ըաâ觹ѹдǡö 
                             §ѹҧͧʹ  ·仡ŧعá 
                             㹡õԴ駷ػó§  ٧ҡâ觹ѹẺ  
                             Ǥ㹡â觨еӡԸ      
                                     Ѻâ觹ѹԺ㹻Ѩغѹâ觷ҧ 
                             öҹ ѹԺҡ㹻Ȩж١ѧç
                             蹹ѹ·ҧѡ繡â㹻ҳҡ ֧  
                             µ
                          ) õҴ
                                  ٻẺͧè˹¹ѹٻ㹻 ˹١
                              3 
                                  1. ١һç  Ԩû¡úԹ ѷ
                             ö͢Թм Ԩûҧ 
                             ѹӹǹҡ  ԧѺ˹㹡ûСͺ-
                             áԨСѹͼԵ俿 
                                                           ..... 10/ 2. ١һ 
                                   -  10  -

                                  2. ١һصˡ çҹСͺԨõҧ 
                             ѹԧѧҹ㹡üԵԹкԡ
                                  3. ١һʶҹպԡ  СͺԨʶҹպԡ 
                             ˹¹ѹͧ¡äҵҧ Ѻ͹ѹҡѷ
                             ҹѹ仨˹¢»աЪҪաʹ˹ 
                          ç蹷 6 㹻  мѴҹѹٻҡùҨҡ
                     ҧȨ˹¹ѹ١ҷ 3 µçǹ˹ Ш˹¼ҹ
                     ѹ駢Ҵ˭ Ҵҧ ТҴաǹ˹
                          ҹѹ㹻ȢҴ˭ТҴҧդѧѹ繢ͧͧմѧ 

                          ҹѹҴ˭
                          - ѷ ҧҡ ӡѴ (Ҫ)
                          - ѷ ѹ硫() ӡѴ 
                          - ѷ ʵ촻 ӡѴ 
                          - û觻 ӡѴ
                          - ѷ 觻 ӡѴ
                          - ѷ  ӡѴ

                          ҹѹҴҧ
                           - ѷ .. ӡѴ
                           - ѷ Ŵ ӡѴ 
                           - ѷ صˡ ӡѴ
                           - ѷ ٹԤ ӡѴ
                           - ѷ Ŵ ӡѴ
                           - ѷ  ӡѴ
                           - ѷ Ҥԧ ӡѴ
                           - ѷ ԭ蹤 ӡѴ
                           - ѷ ˺ԡ ӡѴ
                           - ѷ Ź ӡѴ
                           - ѷ ⢷» ӡѴ 
                           - ѷ վ () ӡѴ
                           - ѷ վ ӡѴ
                           - ѷ ͹ () ӡѴ
                           - 
                          ǹҹѹҴ硹 ҹѹ价ջҳä٧ѡ 
                     ҷ ʶҹպԡùѹҧ  ͧ¡ä繢ͧͧ 
                                                       .....11/ 3.2.2 çҧ 
                                   -  11  -

               3.2.2 çҧҤҹѹ»ա 
                          㹻ѨغѹçҧҤҹѹ㹻к觢ѹ  Ѱ
                     С¡ԡäǺҤҹѹ»աѹ 27 Ҥ 2534 
                     ҹѹö˹ҡõҴͧͧ   öѺҤ
                     ˹¢ŧ¹ŧͧ鹷ع ѹ 19 ԧҤ 2534  
                     ѰС¡ԡäǺҤҢ  ǹѹԵ㹻
                     ѹҨҡҧ
                          кҤҹѹ "µ" աá˹Ҥ  ç Ҥ
                      ҡõҴҤҢ»աѰ çҧҤҹѹ㹻Ѩغѹ
                     лСͺ 2 ǹ ҤҢ˹ç ҤҢ»ա ǹ
                     ͧҤҢ˹ç蹨лСͺ Ҥ  ç þԵ 
                     Ⱥ Թͧعѹԧ Թͧع͹ѡѧ
                     ҹŤ ǹͧҤҢ»աлСͺҤҢ
                     ˹ç ǡҡõҴŤ


                       çҧҤҹѹԵ㹻  ا෾ҹ

                                                           ( 7 ѹҤ 2540 )    
                                                              ˹ : ҷ/Ե  
           
                                          ູԹõС  ع 
           
            Ҥ  ç                       6.4889          6.3072    
            þԵȺ             2.8435          2.4365   
            ͧعѹԧ                    0.1600          0.1500   
            ͧع͹ѡѧҹ           -            0.0100    
            Ť                          0.9492          0.8904   
              Ҥҵ鹷ع                           10.4416          9.7941   
            ҡõҴ                           1.7971          1.3316   
            Ť                          0.1797          0.1332   
            
           ҤҢ»ա                          12.42           11.26      
            

                                                      ..... 12/ 3.3 ʶҹó 


                                   -  12  -

      3.3 ʶҹóصˡѹһա
               ѺѰ¹ŧкѵš¹ԹẺµ  
          ͹áҤ֧͹ѹ¹ 2540 աûѺҤҢ»աѹູԹдŢ 
           10   9 駨ҡŢͧ÷Թҷ͹ŧдѺ 36.5 ҷ/
          ­Ѱ ҤҢ»ա 1.75 ҷ/Ե ͡ҡաûѺҤҢ»ա
          ա 1  ҡûѺŤҡ 7%  10% ҤҹѹູԹд 
          дѺ 0.26  0.29 ҷ/Ե
               ûѺҤҢ»աѹ駷 11 ͹Ҥ 繡ûѺ鹵Ҥ㹵Ҵ
          š ҤҹѹູԹд٧ 0.20  0.15 ҷ/ԵõӴѺ 駷 12  
          13 繡ûѺҤҢ»ա  ͧҡзǧäѧѺþԵѹູԹ
          дŢ 1 ҷ/Ե ѹ 16 Ҥ 2540觵ѰѴԹŴþ
          ԵŧдѺѹ 18 Ҥ 2540  ҤҢ»աŴŧдѺ 
               ѧҡҧ͹Ҥ֧͹Ȩԡ¹ Թҷ͹ŧաҡдѺ 
          36.5 ҷ/­Ѱ  дѺ 39.6 ҷ/­Ѱ  ҤҢ»աѹ  
          ູԹдѺҤҢա 4    0.70 ҷ/Ե  觡ûѺҤҹѹ  
          ǹ˹ ͧҨҡšзͧèѴþԵͧѹعǵ 
          Ťѵ 26  ٧ҡèѴѵҤҳҳ 0.20 ҷ/  
          Ե Ҫǧҧ͹Ȩԡ¹Թҷ秵Ǣ鹻ҳ 1 ҷ/­Ѱ  
          дѺ 38.5 ҷ/­Ѱ  ҹѹ֧ѺҤҢ»աѹູԹд
          ŧ 15 ʵҧ/Ե  Ҫǧ͹Ȩԡ¹ԹҷѺ͹ŧ 
          дѺ 40 ҷ/­Ѱ Ҩ֧ѺҤҢ»աѹູԹСҴ 20 ʵҧ/
          Ե ѧҡ Թҷ͹ŧաдѺ 42 ҷ/­Ѱ 觷
          鹷عҤҹѹ٧鹨ҡѵš¹ҳ 35 ʵҧ/Ե ١´µ
          عҤҹѹ㹵ҴšŴŧ ҤҹѹູԹд㹵ҴšŴŧҳ  
          1.5 ­Ѱͺ ͻҳ 40 ʵҧ/Ե ֧ҤҢ»աѹູԹ 
           ູԹ дع öдѺ 12.42,12.03  11.26 
          ҷ/Ե ӴѺ֧ҧ͹ѹҤ   
               ػ  Ѻաкѵš¹µ  աûѺҤҹѹ 19   
          駠 ѹູԹ  2.99 ҷ/Ե   Ѻѹع 
          2.96 ҷ/Ե ͧҤѧѺѵš¹դѹǹҡѧ 
          öػҨФ  ѵ 

                                                       ..... 13/ ҤҢ»ա 



                              -  13  -

                    ҤҢ»ա¢ͧѹࢵا෾ҹ
                                                                  ˹:ҷ/Ե   
     
                                                       2540                
                                  2539    
                                         1 2 31-15 .
     
                                                                        
     ູԹͺ     9.32    9.82    9.69    9.69   12.50  
                                                                        
     ູԹõС           9.23    9.73    9.61    9.61   12.42  
                                                                        
     ູԹõС         8.74    9.40    9.24    9.22   12.03  
                                                                        
     ع                   8.62    9.94    8.74    8.48   11.26  
                                                                          
        
          3.4 觢ѹ
                   ҡ¡ԡäǺҤҹѹйкҤҹѹµҧ
              СͺѺûѺŴࡳâ͹حҵҧʶҹպԡùѹдǡҡ  
              ҹѹҧ觪ԧǹ觵Ҵ ѧռҹѹ¨ӹǹҡŧع
              ʶҹպԡáѹҡ ѧҾ觢ѹͧʶҹպԡùѹ㹻Ѩغѹ֧٧ҡ
              ҡ觢ѹͧʶҹպԡùѹ(駼ҹѹҵ 6)  СͺѺҾ
              ɰԨѧͧ·¹ ѡյ͵Թ (BRAND LOYALTY) 
              Ŵŧ ١ҵҧ   ִ㹵ҹѹҧҧ˹ҡ鹠
              觢ѹͧҹѹ٧ҡ ҹѹ˭ ҧطҧҹ 
              ҴءԸշд֧١ԡ١һШ蹠
                   - ŴҤҨ˹  Ҵѹй֧ش觢ѹѹҹҤ  觷 
                     Сͺ鵡ŧҡط觢ѹ
                   - Ѵպԡ÷úǧ  йʶҹպԡ÷պԡ  MINIMART  
                     ҧö¹  繷ҧҡ ʶҹպԡ÷ء¾ŧع
                     ʶҹպԡâͧͧպԡôѧ  觼ŧع㹡ҧ 
                     ʶҹ٧鹴 
                   - Ѵ¡â ҹ͡ҡŴҤպԡ
                      Ҵѹйѧաͧѹú˹  
                     ҡͧлͧ觷鹷عͧôԹ٧鹴    
                                                                .....14/ ǹ 

                                   -  14  -


                      ǹ觵Ҵѹʶҹպԡû 2540 
                                                                        (ҹԵ)  

 
                                                                        
 ѷ  ӹǹʶҹ    %  ѹء   %        %  ູԹ   %  ູԹ   %  
           ԡ()*                        õС             
                                                                        

                                                                        
.       1,498  12.3 9,988.8127.5 5,045.1028.9  829.9421.8 556.46 28.2
       1,040   8.5 6,214.2217.1 2,385.7513.6  857.9822.5 214.72 10.8
        871   7.1 6,679.0318.4 2,704.5815.5  635.6116.7 360.65 18.2
硫      598   4.9 3,748.0710.3 1,768.0410.1  459.1712.0 265.07 13.4 
         222   1.9   355.87 1.0   290.54 1.7   34.38 0.9  30.95  1.6
        7,979  65.3 9,354.3225.7 5,283.1130.2  992.1326.1 547.92 27.8 
                                                                        

                                                                         
       12,208  100 36,340.32100 17,465.12100 3,809.21100 1,975.77100 
                                                                         


*  ¡ӡѺС͹حҵ ͧѹԧ ¹ä зǧҳԪ

                                                        ..... 15/ 4.عСö   







OPT 1.50           !B!B                                                        P '   N  n 