台灣地區之量販店競爭策略之探討

Hypermarket Operators` Competitive Strategies In Taiwan Market

安南(Anar Rzayev)

指導教授 ： 林志鴻 ； 賴錦璋

淡江大學/商學院/國際貿易學系國際企業學碩士班/碩士(2005年)

https://doi.org/10.6846/TKU.2005.00225

摘要

量販店產業在台灣有超過13年的歷史。第一個進駐的量販店是來自荷蘭
Makro特級市場，於1989年設立。 之後台灣市場吸引了來自歐洲和北美國，導致量販店發展到現在，在零售產業的佔有率已超過了22%。根據2003年的統計, 大型零售商數量為97。同時，量販店數量的增長亦帶動了量販店的競爭，因此，引起一些本地量販店經營者和荷蘭萬客隆(Makro)的倒閉。現下大潤發(R-Mart)，家樂福(Carrefour)，遠東愛買(Aimai Geant)，特易購(Tesco)科和Costco(好市多) 則支配了台灣的量販店產業。
由於那些次零售商的成功，顯示為了取得高競爭性和發展性，各個公司需有不同的策略。因此研究目的是透過個案研究，以家樂福、大潤發、愛買吉安、特易購、好市多，作為研究對象，並且探討這些量販店經營者採用哪些競爭和成長策略，並分析這些策略哪些是最好的。
本研究得出下列結論︰
1) 差異化可建立獨特性的競爭優勢，為取得更高銷售額及競爭力之最佳策略。
2) 混合發展為增加量販店數量、擴大市場份額，並且取得每家大賣場最高銷售率的最佳成長策略。
本研究結果支持具有競爭性和發展策略在確定零售商能力和優勢過程中為極重要的想法。

關鍵字

量販店 ； 競爭策略 ； 成長策略

並列摘要

Hypermarket industry has more than 13 years of history in Taiwan. The first hypermarket to setup its business was Dutch Makro Hypermarket , in 1989. Since then Taiwan market has attracted other retailers from Europe and Northern America, resulting in growth of hypermarket industry to occupy over 22 percent in the modern retail industry. In 2003, the numbers of large format retail outlets were 97.Meanwhile, growing number of hypermarkets accompanied with growing rivalry, too. Therefore, causing to some local hypermarkets and Dutch Makro operators shut down their stores. Now Carrefour, RT-Mart, Far Eastern Geant, Tesco, and Costco dominate the in the industry. Due to those retailers success, it was assumed that in order to achieve high competitiveness and growth, those companies pursued different strategies. So the research purpose is through case studies and taking Carrefour, RT-Mart, Aimai Geant, Tesco, Costco as the research objects to investigate and find out what competitive and growth strategies did those hypermarket operators adopt and which of them are the best.
This research comes to the following conclusions:
1) Differentiation is the best competitive strategy to create a unique competitive edge and achieve higher amount of sales.
2) Mixed growth is the best growth strategy to increase outlet numbers, expand market share, and achieve highest per outlet sales.
This research supports the idea that competitive strategies are extremely important in defining the retailer’s competitive edges and grabbing the growth opportunities in the market.

並列關鍵字

hypermarkets ； competitive strategies ； growth strategies

參考文獻

林怡菁 (2003), 台灣量販店成長策略, 競爭策略與 行銷組合關係之研究, 中原大學企管研究所碩士論文

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