以賽局理論分析台灣量販通路發展策略之研究

台灣量販業隸屬零售業的一環，截至2022年所囊括零售業的市占率就上看七成，本研究針對近30年台灣量販業局勢的變化，應用賽局理論分析進軍台灣市場的量販業者之間的競合關係，隨著後疫情時代的到來以及電商的加入勢必改寫新的局勢。本研究一開始先就量販業的定義進行分析，隨後以1990年代開始的外商萬客隆為濫觴開啟沙灘賽局的爭鳴時代，1990年代後期家樂福的壯大以及大潤發之間的智豬賽局也是可以作為企業剛進入藍海的參考，再來2000年初期好市多後來居上的成功更是改寫台灣量販業甚至整個亞洲量販業的紀錄，被超車的家樂福如何和好市多共同把市場做大的蜈蚣賽局，之後量販業的是否還有長足變化都可以再繼續密切關注。

關鍵字

賽局理論；策略；商業模式；蜈蚣賽局；智豬賽局；沙灘賽局；量販業

並列摘要

Taiwan’s mass merchandise industry shares part of the retail industry, and by 2022 the retail industry will account for 70% of the market share. This study focuses on the changes in Taiwan’s mass merchandise industry in the past 30 years, and applies game theory to analyze mass merchandisers entering Taiwan. With the advent of the post-epidemic era and the addition of e-commerce, the competition and cooperation relationship between them is anticipated to rewrite new scenario step by step. At the beginning of this study, the definition of the mass merchandise industry is proposed, and afterwards the foreign company Makro took initiatives in the 1990s to start the era of competition on the beach. The growth of Carrefour in the late 1990s and the boxed pig game between RT-Mart are also demonstrated as a reference for companies that have just entered the Blue Ocean. Subsequently the success of Costco in the early 2000s has rewritten the records of Taiwan’s mass merchandise industry and even the entire Asian mass merchandise industry. How Carrefour, who was overtaken by Costco, expanded the whole share of Taiwanese market utilizing centipede game is also an intriguing topic. We can continue to pay close attention to the game and whether there will be any significant changes in the mass merchandise industry in the future. For the upcoming era, with the acquisition of Carrefour by Uni-President, Quanlian Industrial acquired RT-Mart and subsequently joined the battle , Taiwan's mass merchandise industry, and even the entire retail industry, may experience ups and downs. This paper can also provide some suggestions for reference on how to reciprocate with each other’s strategies.