零售業無印良品經營策略與競爭優勢之研究

The research on the competitive edges of management strategies of chain retailer, MUJI

孟淑芬(Shu-Feng Meng)

指導教授 ： 尤克強

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

本研究是以零售產業為研究範圍，並以零售業無印良品公司為研究對象。
作法上是先對該產業做初步的定義，接著進一步瞭解產業相關的動態及消費者訪談。研究方向是以過去學者所論述之公司策略的意涵及構成要素，做為研究零售業無印良品公司經營策略的方向。並將研究結果發現可從三方面來探討，公司品牌策略、公司經營策略及海外分公司的角色，並歸納出經營管理方式：
無印良品公司品牌策略：
1. 品牌發展以產品及市場發展為策略。
2. No logo 的綜效，產生--信任。
無印良品公司之經營策略：
1. 願景設定，是創造品牌差異化的基礎。
2. 無印良品公司精神及價值，對於公司經營策略，都有很重要的影響。
3. 產品品質與零售店的規劃、銷售人員的專業及親切的服務態度、形象傳達及媒體展露，這些管理方式的連結，對於公司的產品，有提昇副加價值的作用。
4. 維持無印良品公司的形象及一致性，對於海外分公司及代理商的控制機制，是強調緊密控制的方式。
海外分公司的角色：
1. 分公司與分公司之間互動，分享經營成功的經驗，讓無印良品公司在經營上，能夠更加精益求精。
2. 分公司傳達海外消費者動態給總公司，擔任海外資訊傳達者的角色。
無印良品公司制定公司願景之後，由資源或能力去維護願景的長期方向，再藉由全球組織策略、控制機制及品牌策略來執行。海外事業部及代理商負責全球顧客資訊的蒐集、品質推廣及知識經驗交流。這些經營方式，就是無印良品公司能夠持續維持競爭優勢的關鍵因素；因此，本研究藉無印良品公司成功個案，給予國內業者在經營管理上的建議。

關鍵字

差異化 ； 競爭優勢 ； 控制機制 ； 全球組織策略

並列摘要

The research range of this research is retailing sector and retailing giant, MUJI, is taken as the research object. The preliminary definition of this sector is the methodology of this research, composed of analyzing and understanding this sector’s related factors and consumer interviewing. The research direction is composed of the corporate strategy definition and constituting factors submitted by researchers in the past. The analysis of those factors are used for researching direction of the corporate management strategy of MUJI, a chain retailing giant. The research result are analyzed in three dimensions including corporate brand strategy, corporate management strategy, and the role and function of overseas branch companies and this company’s management style is summarized:

The brand strategy of MUJI, a chain retailing giant：
1. The brand development strategy comprises product and market development.
2. Multiplying effects of No Logo leads to---trust.

The corporate operation strategy of MUJI, a chain retailing giant：
1. Creating brand differentiation is founded on target setting.
2. The corporate value and philosophy of MUJI exert high influence on the corporate management strategies.
3. The added-value of corporate products can be enhanced by the combination of such management styles as the planning of product quality and retailing store, the professionalism and friendly service and attitude of sales staff, image establishment and media advertisement.
4. Maintenance of corporate image and consistence of MUJI is a tightly controlled method for the control mechanism of overseas companies and agents
.
The role of overseas companies
1. More efficient management of MUJI is attained by the mutual interaction among branch companies and the sharing of successful experience.
2. Each branch company informs the head quarter of overseas consumer spending trend and acts as the role of transmitting overseas information.

After the corporate goal of MUJI is established, resources or capacities are appropriated for maintaining the long-term execution of the corporate goal, which are fulfilled by global organization strategies, and controlling mechanism and brand strategy. Overseas business unit and overseas agents are responsible for the information collection of global consumers, quality promotion and knowledge and experience exchange. Those management styles are the critical factors for MUJI to maintain its competitive edges; this research thus submits some advices for domestic retailing competitors by researching the successful operation of MUJI.

並列關鍵字

differentiation ； competitive edge(s) ； controlling mechanism ； global organization strategy

參考文獻

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