在講求便利與效率的現代,便利商店提供消費者一個24小時的購物環境。在台灣地區,便利商店已呈現高密度的狀態,競爭也趨於白熱化。 各家業者無不卯足全力,在開發更多的新商品或新服務,除追求獲利的 提升,也滿足消費者更多的需求。 本研究主要是為了探討,在便利商店彼此間的差異日漸趨同的情況 下,便利商店業者要如何善用本身的企業優勢,來掌握消費者的忠誠度,並且透過提供更多的新商品與新服務,來創造更大的商機與機會。 同時,透過探討如何利用消費者對便利商店的信賴,進而接受其所推 出的新產品與新服務的過程中,可以讓便利商店業者了解到,在擴張市 場版圖之際,所需要關心與注意的問題。
At the times of the pursuit of the convenience and efficiency,the convenience store provide a 24-hours purchasing environment for consumers. In Taiwan, the distribution of the convenience store is extremely high density. Besides, the competition of this market becomes more and more violent. In order to promote the companies’ profits and to satisfy the consumers’ needs, all enterprises do their bests to develop better products and services. The major purpose of this study is to know that when the differences within the convenience stores’ products and services become more and more tiny, the enterprises must use their own advantages to get the consumers’ loyalties, and must offer new products and services to create more opportunities in the market. Meanwhile, by means of the study of the relationship between the acceptance of the new products in the convenience store and the corporate credibility, the enterprises can learn that which problems they need to notice when they expand their domains in the convenience store market.