全聯福利中心的轉型策略與未來趨勢

PX Mart’s Strategy of Transformation and Future Trend

張可昀(Ker Yun Chang)

指導教授 ： 陳瑀屏

國立臺灣大學/管理學院/國際企業學系/碩士(2024年)

https://doi.org/10.6342/NTU202401332

摘要

本研究探討全聯福利中心(以下簡稱全聯)在台灣綜合零售市場中的轉型策略及 其競爭優勢。隨著消費者需求的變化、市場競爭的加劇及科技的發展，全聯必須 不斷調整和改進其經營策略以保持競爭力。研究內容涵蓋全聯在不同階段的發展 歷程，包括市場滲透期(1998-2007)、價值轉型期(2008-2017)和全通路時期 (2018 至今)，並對其商業模式和併購策略進行分析。

全聯的轉型策略主要涉及產品結構調整、行銷策略創新、物流體系優化及數位化 轉型。尤其在生鮮電商的興起和消費者對便利性及個性化服務需求增加的背景 下，全聯積極探索生鮮電商的發展模式，通過智慧化物流和數位化技術提升服務 品質和競爭力。此外，全聯透過 4P 行銷策略(產品、價格、促銷和通路)，有效 地提升市場佔有率及品牌形象，最後本研究根據全聯和綜合零售市場現況給予經 營面研究歸納和建議。

本研究採用個案研究方法，綜合運用行銷 4P 理論、五力分析、價值網及 SWOT 分析等理論框架，深入探討全聯在台灣零售業的成功因素及未來挑戰，並提出相 關策略建議。研究結果顯示，全聯應繼續深化數位化轉型、強化物流體系及加強 與供應商、物流和技術合作夥伴的協同合作，以維持其市場領先地位並促進持續 發展。

關鍵字

全聯福利中心 ； 綜合零售市場 ； 數位轉型策略 ； 全通路生態圈

並列摘要

This study investigates the transformation strategies and competitive advantages of PX Mart (hereinafter referred to as PX) in Taiwan's comprehensive retail market. As consumer demands change, market competition intensifies, and technology advances, PX must continuously adjust and improve its business strategies to maintain competitiveness. The research covers PX's development history in different stages, including the market penetration period (1998-2007), the value transformation period (2008-2017), and the omnichannel period (2018-present), and analyzes its business model and merger strategies.

PX's transformation strategies mainly involve product structure adjustment, marketing strategy innovation, logistics system optimization, and digital transformation. Especially in the context of the rise of fresh food e-commerce and increasing consumer demand for convenience and personalized services, PX actively explores the development model of fresh food e-commerce, enhancing service quality and competitiveness through smart logistics and digital technology. Additionally, PX effectively increases its market share and brand image through the 4P marketing strategies (Product, Price, Promotion, and Place). This study provides a summary and recommendations for business operations based on the current status of PX and the comprehensive retail market.

This research adopts a case study method, comprehensively using theoretical frameworks such as the 4P marketing theory, Porter's Five Forces analysis, Value Net, and SWOT analysis to delve into PX's success factors and future challenges in Taiwan's retail industry, and proposes relevant strategic suggestions. The results indicate that PX should continue to deepen its digital transformation, strengthen its logistics system, and enhance collaboration with suppliers, logistics, and technology partners to maintain its market-leading position and promote sustainable development.

並列關鍵字

PX Mart ； comprehensive retail market ； digital transformation strategies ； Omni-channel ecosystem

參考文獻

英文文獻

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