隨著全球經營環境之變遷,競爭日益激烈,企業為了生存及發展,必須不斷地改變經營策略,甚至跨出本土領域,邁向國際。身為國際化最晚行業之一的零售業,近年來為了獲得更大的發展空間和價廉物美的商品,也紛紛採取走上國際化道路的策略。 目前許多國際零售商,特別是歐美大型零售商多數都早已成為跨國公司,並且在國外的成績十分亮眼。量販店市場已朝大者?琱j的寡占競爭發展,業者也走向大型化、連鎖化、國際合作的經營型態。然而由於各家量販店之擴張方式與競爭優勢皆有所不同,因此如何運用有效的發展策略,才能經營出最好的經營績效,以成為未來各家量販店業者在經營上的新課題。 本研究採行個案研究法作為本研究之研究方法,針對兩岸較具規模及代表性之連鎖量飯店為研究對象,經由深度訪談與次級資料的分析和匯整,發展出本研究之相關命題。依本研究結果發現: 1.在核心擴張策略類型上,以地理擴張策略比產品擴張策略在經營績效上,有較高的經營績效表現。 2.在價值鏈創新類型上,以輔助活動創新比主要活動創新在經營績效上,有較高的經營績效表現。 3.核心擴張策略類型與價值鏈創新類型的四種不同配適策略類型中,以輔助地理型經營績效最高,主要產品型經營績效最低。 4.在兩岸地理區域因素的影響下,採取相同的企業核心擴張策略或價值鏈創新類型對經營績效的影響有差異。
In order to survive and develop in the keen competition with the enormously changes of global operating environment, corporations have to constantly alter their business strategies even striding over the seas. Being one of the latest globalized industries, retail business catch up with the globaliztion trend to acquire more developing space and find goods with reasonable price. There are many international retailers that they already have perfectly performance out of countries, especially large-scaled retailers in Europe and America. Market of hypermarkets has been an oligopoly competition, retailers are also tending to large-scaled, chain of retail stores and international cooperating forms. Nevertheless, retailers’ expanding strategies and competition advatages are too different, how to integrate and make use of these efficient strategies will be the newest subject in the future. This research was using case study and was focused on large-scaled chain of hypermarkets between two-strait. Through the detph interview and secondary data analysis, this research bring up four related propositions. 1. Under the catagory of core expansion strategy, corporate performance on retail industry adopt geographical expansion strategy is higher than adopt product expansion strategy. 2. Under the catagories of value chain innovation, corporate performance on retail industry focus on helper activities innovation is higher than focus on main activities innovation. 3. Within four different matches of strategies between core expansion strategy and value chain innovation strategy, retailers get the highest corporate perfomance when they adopt helper-geographical strategy, in contrast, retailers get the lowest corporate performance when they adopt main-product strategy. 4. Under the effect of the geographical factors between two-strait, there are still some differents between those retailers that they use the same core expansion and value chain innovation strategies.
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