日新月異的零售通路廠商之經營與發展策略探討: 以統一超商為例

統一超商自1978年時由統一企業引進台灣，在台已擁有逾6,000家門市，為台灣便利超商產業龍頭。綜觀統一超商的成長，除了在本業上不斷的突破、創新，也積極進行垂直整合與多角化發展，建立完整的生產、物流體系並跨足多樣化的零售、餐飲事業，成為台灣零售市場重要的零售通路。本研究以個案分析研究法探討統一超商的經營發展策略，先由市場分析開始探討統一超商主要的營業項目所在產業，包含便利商店及藥妝零售產業。透過五力分析了解產業的競爭情形、產業現況以及關鍵成功指標，並進一步分析統一超商在各產業的資源、能力及競爭優勢是否與產業關鍵指標匹配。再者，以BCG矩陣解析各事業目前在統一超商扮演的角色，並由安索夫矩陣了解各事業的成長策略。最後綜合產業分析以及統一超商企業的整體分析結果，給出未來經營發展的策略建議。經由本研究的詳細分析後，了解讓統一超商持續穩坐超商產業龍頭的主要原因包含以最多的門市接觸點掌握「便利」的產業特性，並且不斷洞察消費者需求及偏好，推出相對應的產品、服務。除此之外，以多角化策略進行企業成長的過程，善用品牌代理的方式，獲得品牌知名度並降低跨事業的營運困難。然而，未來統一超商應善用其集團資源，持續發展其會員經濟以應對競爭者在數位浪潮中帶來的全新挑戰。

關鍵字

統一超商；便利超商；產業分析； BCG矩陣分析；安索夫矩陣分析

並列摘要

7-Eleven convenience store was introduced to Taiwan in 1978 by President Chain Store Corporation. It has established more than 6,000 stores and is currently the market leader in Taiwan's convenience store industry. Since the development of 7-Eleven, many innovative products and services have been launched, and convenience stores have gradually become an indispensable part of people's daily life. Speaking of the growth of President Chain Store Corporation, in addition to continuous breakthroughs and innovations in the convenience store industry, it has also actively carried out vertical integration and diversification development, established a complete production and logistics system, and expanded into retail and catering businesses. President Chain Store Corporation is now a key player in Taiwan’s retail industry. This thesis leverages the case analysis method to explore the operation and development strategy of President Chain Store Corporation. The research starts with market analysis among the industries where the company’s main business focuses are, including convenience store industry and cosmetics and pharmaceuticals retail industry. Through five forces analysis, the research identifies the competition situation, industry status and key success indicators of the industries. In addition, the paper analyzes whether the resources, capabilities and competitive advantages of the company match the key indicators of each industry. Moreover, the BCG matrix is used to analyze the roles of each business in the company, and the Ansoff matrix is applied to understand the growth strategies. Finally, based on the industry analysis and company analysis, the strategic suggestions for future business development are given. With the detailed analysis, it is understood that the main reasons for President Chain Store Corporation to hold the leading position in the industry include grasping the "convenience" needs with the most storefronts, and constantly gaining insight into consumers' needs and launching corresponding products. Furthermore, the company made good use of brand agency method when driving growth with diversification strategy to gain brand awareness and reduce operational difficulties across businesses. However, in the future, President Chain Store Corporation should take advantage of its group resources and continue to develop its membership economy to overcome the new challenges brought by competitors in the digital wave.