- 學位論文
日本超商經營策略之研究—以LAWSON便利商店為例
The Research of Management Strategy of Japanese Convenience Stores：A Case Study of Lawson
摘要
日本便利商店自1969年誕生至今約有40年歷史。從1970年代到90年代，便利商店急速成長著，由於便利性及產品的豐富性受到消費者的支持，成為現今日本零售業態的主要產業之一。總店數年年增加，至今已超越50,000家，但也隨著各家便利商店的開店數目過多，便利商店店數現已呈現飽和狀態。 就連業界第一的7-ELEVEn來說，以店舖數及營業額來看，已經沒有以往的態勢，成長已漸趨緩慢，競爭環境更顯激烈。再加上平成12年六月（2000年）大規模零售店鋪立地法實施之後，以大型超市為首，營業時間開始拉長到深夜，對原先便利商店24小時營業的優點產生了一大影響，超商經營環境愈顯困難。如今各家便利商店系統的產品及服務愈趨同質化，但7-ELEVEn JAPAN一人獨大的態勢仍然未變，於是各家超商便開始思索嘗試發展出有別於7-ELEVEn的新經營模式。 本研究主要探討日本便利商店產業發展之關鍵成功因素為何並藉由個案研究的方式分析以老二身份之市場追隨者「LAWSON便利商店」在面臨競爭激烈的環境下，所做的因應方向與策略發展方式以及瞭解「LAWSON便利商店」的競爭優劣勢和可能面對的機會與挑戰。
並列摘要
The first Japanese convenience store has been started for forty years since 1969. From 1970 to 1990, the surging development of convenience store is obvious. In view of the convenience and product variety, the age group of consumers has been spread well from the youngsters to the elderly, that’s why it has become one of the main retail businesses type. However, the number of convenience stores has been increasing to over 50 thousand stores every year, the market of the stores is mature. Even the 7-Eleven, which has the most market share, the growth of stores and its turnover is slowly developed. Owing to the market is more and more competitive, the 7-Eleven is not as popular as before. In addition, in June, 2000, since the enforcement of Large-Scale Retail Stores Location Law, especially large size super market, the shop hours are lengthening to midnight. It is also one of the factors which threaten the convenience stores. Nowadays, 7-Eleven Japan still monopolizes the market even although products and service of convenience stores are inclined to be homogeneous. Thus, other competitors intend to develop the advantageous management modes which different from 7-Eleven. The study is to investigate what the successful factors of the convenient store industry in Japan. By the study is to analyze LAWSON convenient store, the second at this filed, how to make the strategies and enhance itself in order to face the mature environment and keen competition. Also its’ strength, weakness and potential opportunity and threat will be taken into consideration.