探討數位時代下便利商店之行銷策略-以LAWSON與台灣全家便利商店為例-

數位時代下，隨著網際網路的普及、行動通訊科技的快速發展，推動零售業走向轉型創新。其中，便利商店以其綿密之實體通路、多元創新之服務而成為消費者日常生活中不可或缺的一部份。但台灣便利商店密度高居全球第二，在如此激烈的競爭環境下，再加上電子商務的崛起，業者面臨如何吸引消費者上門消費及如何因應消費習慣改變等挑戰。本研究以日本LAWSON便利商店及台灣全家便利商店為個案企業，探討便利商店在這一波轉型創新之浪潮下，如何運用科技來推動行銷模式及組織行為之變革，進而滿足消費者需求與創造購物新體驗。透過文獻回顧、資料分析後可歸納出O2O商業模式為主要的發展重點，也就是線上與線下的虛實整合模式。隨著行動裝置的發展和普及，便利商店業者在導入O2O商業模式時，行動APP成為溝通橋樑及主要平台。但因消費者對便利商店APP的認知度不足、覺得實用性及便利性不強、以及缺乏下載使用誘因等因素下，造成APP的使用率並不高。目前國內針對便利商店APP為探討主題的論文甚少，因此有必要進一步研究。對便利商店APP進行研究時，除了探討使用意圖外，服務品質績效亦是需要研究的範疇之一。全家便利商店線上會員數於2019年3月已達900萬人次，除了如何吸引更多會員加入外，該如何深耕現有會員、提昇會員忠誠度是必須重新審視與思考之問題。因此本研究針對全家便利商店APP服務品質績效，以網路問卷方式調查使用者對APP所提供各服務要項的滿意度與重視度後加以分析，並建立APP績效評估矩陣，找出需改善的服務要項。本研究根據分析結果，提出改善建議，做為企業經營管理之參考，希望藉此提升APP之服務品質績效，使消費者願意持續使用及提高使用意願，達成雙贏的局面。

關鍵字

便利商店； O2O商業模式； APP ；服務品質

並列摘要

In the digital age, with the popularization of internet and the rapid development of mobile communication technology, the retail industry is moving towards the transformation and innovation. The convenience store has become an indispensable part of consumers' daily life with its dense physical channels and diversified innovative services. The density of convenience stores in Taiwan ranks the second in the world. In such a fierce competitive environment, with the rise of e-commerce, the industry is facing challenges, such as how to attract consumers to have the door-to-door consumption and how to cope with the changes of consumption habits. This study takes Lawson convenience store in Japan and Family Mart convenience store in Taiwan as cases to study in order to explore how convenience stores use technology to promote the transformation of marketing mode and organizational behavior during the transformation and innovation wave, so as to meet the needs of consumers and thus create the new shopping experience. Through literature review and data analysis, it can be concluded that O2O business model has become the main development stream, which is an integration model of both physical store and online shop. With the development and popularization of mobile devices, mobile APP has become a communication bridge and main platform for convenience store operators when introducing O2O business model. However, due to the lack awareness of consumers to and knowledge about the convenience store APP, poor practical convenience, as well as the lack of incentives to download and use, the utilization rate of APP is not high. At present, there are few papers about convenience store APP in literature, so it is necessary to further study it. While studying the convenience store APP, both the use intention and service quality performance are significant topics that need to be explored. The number of online members of the Family Mart convenience store has reached 9 million in March 2019. In addition to considering how to attract more people to become members, how to deepen the existing members' experience must be reconsidered and pondered. Therefore, this study aims to explore the service quality performance of Family Mart convenience store APP, analyzes the satisfaction and attention of users to all kinds of service items provided by the APP through the internet questionnaire, and establishes the APP performance evaluation matrix, in order to find out the service items which need be improved. Based on the analysis results, this study puts forward the improvement suggestions as the reference for business management, and hopes to improve the service quality performance of APP, and thus encourage consumers be more willing to continuously use the APP and promote consumers’ willingness to use it, so as to achieve a win-win situation for both business and consumers.