量販店自有品牌商品策略之研究

The Study for Strategy of Private Brands of Hypermarket

鄭愛齡(Ay-Ling Cheng)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

台灣的量販店市場經過近二十年的發展，市場百家爭鳴競爭激烈，低成本策略只是生存的必要條件。開發自有品牌商品策略成為差異化的競爭手段。多年來國內量販店自有品牌商品品類約兩千項，業績僅占其營業額5-10%，並未如預期自有品牌業績占總營業額的30-40%。台灣量販店業自有品牌策略未達預期目標，其中的關鍵因素值得探討。
本研究以台灣三大百貨量販系統(大潤發、家樂福、愛買)的紡織服飾部門為研究範圍。第一階段採質化研究方法，經由文獻探討整理出六點品牌發展的關鍵因素：通路規模、品牌經營負責人的權責、公司的研發、公司的財務能力、產品品質、通路行銷能力。據此本研究透過對業者的深度訪談，以瞭解各該量販店的品牌經營策略及其過程，並評估其自有品牌商品策略。第二階段以三大量販店服飾部門之已消費者為研究對象，以問卷發放方式，探究影響消費者購買自有品牌之三大因素經濟、社會心理、成本因素，及其與自有品牌商品不如預期贏得消費者的購買之相關原因。
本研究經深度訪談調查結果：(1)全台百貨量販店家數在130家左右，而三大量販系統即佔據大多數，大潤發有24家、家樂福有48家、愛買有14家，因此就台灣地區而言這三大量販店具有較強的通路力量及行銷能力，有利於發展自有品牌商品。(2)在自有品牌經營管理團隊因其權責有限，無法做整體的品牌策略規劃。(3)自有品牌的產品研發設計，缺乏統籌管理及彰顯自有品牌商品特色，無法吸引消費者。(4)量販店對OEM製造廠商提供之自有品牌商品，難以有效管控及確保商品品質的穩定性。(5)量販店經營自有品牌，未能投以大量且持續資金發展品牌。因此量販店在發展自有品牌策略上，除擁有通路優勢外，其他關鍵因素仍待加強，才能有效經營自有品牌商品。
本研究問卷調查結果：（1）研究樣本取自三大量販系統的12家店舖，共蒐集到已購買服飾的有效樣本253份。（2）本研究以迴歸分析法分析三大因素對自有品牌購買者購買意圖之影響，研究結果經濟因素的省錢及品質因素與自有品牌購買有關。（3）本研究再以ANONA分析影響因素在自有品牌商品購買者與製造商品牌購買者之差異，分析結果自有品牌只有經濟因素的省錢因素優於製造商品牌。（4）研究的結論為消費者對量販店自有品牌商品，在品質、便利性及社會心理因素等諸多不如製造商品牌商品，因此造成量販店的自有品牌商品策略未如歐美零售商般成功。

關鍵字

量販店 ； 自有品牌 ； 購買意圖

並列摘要

The hypermarket in Taiwan has progressed for the past 20 years. Competitions became enormous as new businesses entering the market. To survive and stay ahead of the competition, low cost strategy is essential. Businesses in hypermarket influenced mostly from Europe and America. But to differentiate and be advantages in competition, private brands were evolved. The creation of private brands attracts new lines of customers and set higher sales. Although there are approximately 2,000 private brand products created in hypermarket throughout the years, but they represent only 5 – 10% of total sales; unlike Europe or America, private brands nearly dominate the hypermarket and represent total sales of 30 – 40%. It is important to study and justify the key element as why private brands in Taiwan hypermarket did not result as anticipated.
The first step, qualitative research is the method used, and 6 key elements were identified from the research: accessibility scale, authority and responsibility of brand operator, R&D of company, financial capability, product quality, and marketing ability. This research was conducted on 3 leading hypermarket businesses in Taiwan (RT-Mart, Carrefour, and Geant) by interviewing the mangers in the apparel department. This will help to understand each hypermarket’s processes and managing strategy of their private brands, compare and analyze the similarities and differences in relation to the elements identified, and evaluate each private brand strategy.
The research concluded as follow: (1) There are about 150 hypermarkets in Taiwan with the majority being the 3 mentioned in this research. RT-Mart has 24 stores, Carrefour has 48, and Geant with 14 stores. These 3 hypermarkets clearly have advantage in accessibility in Taiwan, and positive effect should derive from private brands strategy. (2) Manager in each department draws their own managing strategy of the private brands. With limited authority, it is difficult to plan a well-rounded private brand strategy. (3) The R&D of the private brands is lack in planning and managing, and uniqueness of the brand is not easily obtained. Consumers therefore are not stimulated and attracted to purchase. (4) Quality control of the private brands from OEM is not easily managed by the hypermarkets. Inconsistency may be present in product quality. (5) Hypermarkets advocate and compete with low costs but at the same time jeopardize in investing more funding to develop private brands. Although private brands strategy in hypermarket has accessibility advantage, but improvements in other elements are necessary in order to effectively and efficiently manage their private brands.
Secondary, according to the former research, consumers’ purchase intention is influenced by economic, psychosocial factor and cost. The subjects who shopped in the hypermarket were asked to participate in the study. After our questionnaire survey, we collected 350 samples and 253 of them were effective. Regression analysis and ANONA analysis were used. The research conclusion is that there are low recognition and acceptance of private brands among consumers compared with manufacturer brands. The quality and convenience of private brands still have room to progress which results in that the strategies of private brands are not as successful as expected.

並列關鍵字

hypermarket ； private brand ； purchase intention

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