- 學位論文
台灣綜合商品零售商經營發展之研究：以寶雅國際股份有限公司為例
The Corporate Strategy Analysis of the Taiwan Integrated Retail Firm：A Case Study of Poya
摘要
寶雅（英文：POYA）成立於1985年，為台灣個人美妝生活用品業的領導者。多年來致力於打造「美麗、流行、精彩」的活性化賣場，平均賣場佔地400多坪，提供高達6萬項的優良嚴選商品，以寬敞舒適、豐富精彩的購物空間，滿足顧客一次購足的消費期待。寶雅鎖定15至49歲的年輕女性，看準此目標族群的消費潛力，持續以女性消費者的購物思惟來擴大品類發展，至今全台總店數達266家，會員人數超過600萬人，持續朝「成為顧客更喜歡的寶雅」的目標前進。 本研究藉由分析台灣的綜合商品零售產業，瞭解產業的發展概況與市場未來趨勢。也透過競爭者分析，針對產業內具代表性的業者，瞭解其差異化定位、供應鏈佈局、獨特競爭優勢與創新策略等。並且藉由產業五力分析，以各方角度探討綜合商品零售業的競爭態勢與獲利水平。綜合上述分析，本研究也統整出綜合商品零售業的三大關鍵因素，分別為「規模化經營」、「差異化的購物體驗」、「跨通路經營」。 針對個案研究企業寶雅，本研究評估其資源與能力，透過與同業競爭者比較，以及分析該資源能力是否能掌握產業關鍵因素，統整出寶雅具備品牌資源、採購能力、連鎖經營能力三大持續性競爭優勢。並且以BCG矩陣解析寶雅現階段的事業概況，得出寶雅的明星事業為美妝美材保養品以及生活日常用品，金牛事業為精緻個人用品，瘦狗事業為流行內衣襪品類，而問號事業為新推出的品牌寶家POYA Home。最後本研究根據產業市場趨勢，考量寶雅近幾年的發展與未來可能面臨的挑戰，針對寶雅的經營管理策略與商業模式給予建議。
並列摘要
POYA was founded in 1985 and is the leader in Taiwan's personal beauty and daily necessities industry. Over the years, POYA have been committed to creating a store of "beautiful, fashion, and amazing". The average store area of POYA is more than 400 square meters, providing up to 60,000 high-quality products. With spacious store and rich variety of products, POYA meets customers’ expectations of one-time purchase through a comfortable and wonderful shopping experience. The target customers of POYA are female aged between 15 and 49. Being optimistic about the consumption potential of this target group, POYA continues to expand the products category based on the needs of female consumers. So far, there are 266 POYA stores in Taiwan, and more than 6 million members. POYA keeps moving forward, to be the customers’ favorite. By analyzing integrated retail industry in Taiwan, this study understands the development of the industry and the future trends of the market. Through competitor analysis, this study selects representative companies in the industry, to analyze their differentiated positioning, supply chain layout, unique competitive advantages and innovative strategies. Though Porter Five Forces Analysis, this study discuss the competitive situation and profitability of the integrated retail industry from various perspectives. Based on the above analysis, this research also summarizes the three key factors of the integrated retail industry, which are "large-scale operation", "differentiated shopping experience", and "cross-channel operation". This thesis also explores POYA with case study, evaluates the resources and capabilities of POYA, compares with competitors in the industry, and analyzes whether the resource and capabilities can master key factors in the industry. In the study, summarizes three sustainable competitive advantages of POYA, which are brand resources, procurement capabilities, and chain operation capabilities. Besides, analyzes POYA’s current business profile with BCG matrix. Obtains that “beauty, cosmetics, skin products” and “daily necessities products” are both star business, “personal products” is cash cow business, “underwear and socks products” is dog business, and the newly launched brand “POYA Home” is question marks business. Finally, according to the industry market trend, this study considers POYA's development in recent years and the challenges in the future, and gives POYA suggestions on management strategy and business model.