台灣地區連鎖超市經營策略分析－以全聯福利中心為例

Management for Taiwan Supermarket-Franchise Industry-Pxmart Co., Ltd. as an Example

謝桂芬 ； 邱瀞瑢 ； 顏苡年

《管理資訊計算》 2卷2期 (2013/12) Pp. 46-67

https://doi.org/10.6285/MIC.2(2).05

摘要

有些公司成功，而有些公司卻失敗？12年前，全聯董事長林敏雄接手瀕臨倒閉的全聯社；12年後，全聯實業營業額超越大潤發，威脅量販一哥家樂福、便利商店天王7-eleven，完全改寫台灣的通路版圖。以「全台最低價」殺出重圍的全聯福利中心，成為通路新霸主，他們是怎麼做到的？全聯福利中心在近十年來以超級市場新星姿態進入超級市場超競爭環境中，同時面臨傳統市場、便利商店及量販店之夾擊。各家超級市場的經營形態又趨近相同，同質性競爭變成惡性價格競爭在所難免。全聯如何在如此艱困環境中脫穎而出，為本研究主要探討之議題。本研究以SWOT分析法及策略創新分析，剖析全聯經營成功因素並成為台灣超市第一龍頭的重要原因。從SWOT分析了解其內部優勢、劣勢及外部之機會與威脅。同時瞭解同業競爭者目前競爭狀況及優勢。用策略創新理論分析了解產品、市場及核心資源等構面優勢及創新要素，最後從上述觀點及分析進行結論歸納及策略建議。

關鍵字

零售業 ； 連鎖超市 ； 策略創新

並列摘要

Some companies succeed, and some failed? 12 years ago, the chairman Min-Xiong Lin of Pxmart Co., Ltd.took over the ex-company on the brink of collapse. Now, the sales profit of Pxmart is much beyond over the different retailers, such as RT-Mart, Carrefour, 7-Eleven convenience store , the territory map of logistics channel was completely rewritten . Pxmart competes with ”the lowest price”, becomes the leader on the retailing channel. And how do they make it?Pxmart plays a new entrant into this ultra-competitive retailing environment over the last decade, while facing the attacks of traditional markets, convenience stores and discount stores. Various operators of supermarkets approaching the same form, homogeneous competition into a vicious price competition is inevitable. Pxmart is how to stand out in such a difficult environment, that is, the issue of this paper focuses.In this research, we use the SWOT analysis and strategy innovation analysis, to analyze the important reasons of all affiliated undertakings success factors and become a leading Taiwan supermarket. By SWOT analysis to understand its internal strengths, weaknesses and external opportunities and threats, meanwhile, understanding the current competitive situation and advantages of the competitors. We also use the strategic innovation analysis to understand the advantages of the structures of products, markets, and core resources and innovative elements, and finally from the above point of view and analysis results are summarized and its tactics.

並列關鍵字

Retailing ； supermarket franchise ； strategic innovation

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 企管學系論文。

陳清華(2005)，「超級市場顧客滿意度之個案研究－以連鎖超市台北農產超級市場（和 平店）與惠康超級市場（和平店）為例」，台灣大學農業經濟學研究所碩士論文

陳怡君(2007)，「量販店自有品牌顧客滿意度之研究-以大潤發和家樂福為例的論文中 所」，淡江大學管理科學系碩士論文

黃振清(2006)，「中小型超級市場導入品類管理之個案研究」，國立清華大學碩士論文

Izraeli, D., “The Three Wheels of Retailing: A Theoretical Note,” European Journal of Marketing,, 1963, p.71. doi: 10.1108/EUM0000000005101