- 學位論文
零售業之商業環境與經營模式發展之關係—以台灣統一超商7-ELEVEN為例
Business context and business model development in the retailing industry─ A case study on 7-ELEVEN in Taiwan
摘要
經營模式主要是說明事業運作型態與價值創造之關係，而它並非一成不變，會隨著市場、環境的變化，不斷地調整及修正以維持企業目前及未來的獲利與提供更多價值給顧客。因此本研究希望藉由瞭解商業環境的變化對於經營模式發展的意義以及觀察經營模式的設計與調整對於商業環境的影響，瞭解商業環境與經營模式發展之間的關係。本研究對象是以台灣統一超商7-ELEVEN做為研究對象，觀察其自1987年至2007年這段期間是如何使其經營模式持續發展與擴張，進而影響整個商業環境的變化。 本研究以個案研究的方法，選取七個對統一超商經營模式有較大改變的事件作為討論的重點。經過本研究之資料分析與整理後，形成以下的命題:(1)商業情境的內涵有三類，分別是技術條件、制度限制和需求型態;(2)初始之商業環境與經營模式之對應關係形成五種落差和機會的產生;(3)落差、機會和調整後之經營模式之關係產生了五種作法;(4)調整後之經營模式對於商業環境的改變，歸納為三種結果。同時本研究有以下四點的結論: 第一，經營模式隨著環境不斷地調整與改變;第二，經營模式的重新設計會改變商業環境及商業行為進行的方式;第三，資訊、金流、物流系統之依序建構完成，成為其經營模式持續成長與擴張的基礎與模式;第四，商業情境中涵概營業區域與營業規範性質之問題，皆與平台機會的產生有關;而只有營業區域這個性質的影響下，就與通路機會的產生有關。 本研究之貢獻方面，應證了之前文獻探討中所提到的經營模式是個動態性的機制以及組織生態與利基創造的相關論點，證明組織有學習與創新的能力，能透過不同組織間的合作與網絡關係，達到制度化的過程和影響整個環境系統。也期望讓零售業者藉由本篇論文了解應如何對於目前商業環境的變化，重新設計與調整其經營模式，進而對商業環境產生影響與改變。
並列摘要
Business model is major to interpret the relationship between business operation and value-added. This study can help understand the relationship between business context and business model, via the viewing of business context and development of business model. The target subject in the study is 7-ELEVEN and the observation range of time is from 1987 to 2007, the longitudinal viewing in these twenty years. To know how could 7-ELEVEN continuously grow and develop, change and affect business context further. The study is by case study to choose seven events which are bigger change of business model to discuss mainly. After arranging and analysing of all information, we produce four theses. (1) there are three types of business context including technical term, institutional limit and demand type. (2) it result five kinds of opportunities and gaps between business context and business model. (3) it produce five methods to face these opportunities and gaps. (4) we conclude three results by the adjusted business model and business context. And we have four conclusions. First, business model is changed by business context. Second, the redesigning of business model will change business context and the way of business operation. Third, the model is continuously expanding and developing based on the completion of informational, cash flow and material system step by step. At last, the issue about business area and norm is related with the generation of platform, but the issue only about business area is related with the generation of channel. About contribution, the study prove related comments in chapter two and illustrate organization has ability of learning and creating. They will produce institutionalization and affect entire environmental system through network and cooperation of different organizations. This study also expect that retailers understand how to redesign and adjust their business model to confront the change of business context, and further, affect entire environment and the way of business proceedings.