台灣量販店成長策略、競爭策略與行銷組合關係之研究

Growth Strategy, Competition Strategy and Marketing Mix of the Hypermarket in Taiwan

林怡菁(I-Jing Lin)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300348

摘要

台灣量販店市場已朝大者恒大的寡占競爭發展，業者也走向大型化、連鎖化、國際合作的經營型態。然而每家量販店系統之成長方式與經營策略有所不同，策略上之運籌帷幄必須掌握關鍵才有優異的經營績效，故量販店經營策略之運籌帷幄必須掌握哪些關鍵才能在經營績效有優異之表現呢？有鑒於此，本研究期望能針對台灣量販店産業進行深入瞭解，從策略層級與策略配適的觀點，分析在産業中成長策略、競爭策略與行銷組合策略爲何，其間之關聯性爲何？對於經營績效表現造成怎樣影響，希冀能藉此研究提供量販店業者之策略運用建議與參考。
本研究採用個案研究法，以台灣量販店為研究對象，針對量販店中較具規模、具代表性的業者包括好市多、萬客隆、家樂福、愛買吉安、大潤發與特易購等六家進行了解，在深度訪談後經由次級資料分析與個案匯整後，發展出相關命題。本研究結果發現：
1. 量販店採取外部成長策略，其競爭策略採取差異化策略；採取內部成長策略，其競爭策略可採成本領導類型，亦可採差異化類型。
2. 量販店採取成本領導策略，其行銷組合策略採取低度行銷組合策略；量販店採取差異化策略，其行銷組合策略採取高度行銷組合策略。
3. 量販店採取外部成長策略在(1)連鎖家數、(2)連鎖家數年成長率、(3)營業額、(4)整體經營績效都優於內部成長策略。
4. 量販店採取差異化策略在(1)連鎖家數、(2)連鎖家數年成長率、(3)營業額、(4)整體經營績效都優於成本領導策略。
5. 量販店採取高度行銷組合策略在(1)連鎖家數、(2)連鎖家數年成長率、(3)營業額、(4)整體經營績效優於低度行銷組合策略。
6. 量販店採取成長策略與競爭策略配合類型中之外部成長-差異化類型對經營績效表現最優；量販店採取成長策略與競爭策略配合類型中以內部成長-成本領導類型的經營績效表現最差。
7. 量販店採取競爭策略與行銷組合策略配合類型中之差異化-高度行銷的績效表現高於成本領導-低度行銷。

關鍵字

成長策略 ； 競爭策略 ； 量販店 ； 經營績效 ； 行銷組合

並列摘要

The hypermarket in Taiwan has developed for 24 years. Recently, the industry presents a model of large-scale and internationalization. However, there is different in growth mode and business strategy between every system of hypermarket. If the decision of the strategy holds the key point, it would have the excellent performance. Therefore, this study wants to analyze the growth strategy, competitive strategy and marketing mix strategy of the hypermarket in Taiwan from the viewpoint of the level and fit of the strategy.
This research uses case study method and takes the hypermarket in Taiwan as the research object. This study selected 6 hypermarkets, such as Costco, Makro, Gèant, Carrefour, RT-Mart and Tesco. The results of this study are as followings:
1. The hypermarkets adopt the external growth strategy, and in the part of the competitive strategy, they can adopt the differentiation strategy. The hypermarkets adopt the internal growth strategy, and in the part of the competitive strategy, they can adopt the differentiation strategy and cost leadership strategy.
2. The hypermarkets adopt the cost leadership strategy, and in the part of the marketing mix strategy, they can adopt low-level marketing mix strategy. The hypermarkets adopt the differentiation strategy, and in the part of the marketing mix strategy, they can adopt the high-level marketing mix strategy.
3. The hypermarkets adopt external growth strategy are better than internal growth strategy in (1) the number of the hypermarket, (2) the growth rate of the hypermarket, (3) the business volume of the hypermarket, (4) the whole performance.
4. The hypermarkets adopt differentiation strategy are better than cost leadership strategy in (1) the number of the hypermarket, (2) the growth rate of the hypermarket, (3) the business volume of the hypermarket, (4) the whole performance.
5. The hypermarkets adopt high-level marketing mix strategy are better than low-level marketing mix strategy in (1) the number of the hypermarket, (2) the growth rate of the hypermarket, (3) the business volume of the hypermarket, (4) the whole performance.
6. The hypermarkets’ performances are the best in adopting external growth-differentiation strategy. The hypermarkets’ performances are the worst in adopting internal growth-cost differentiation strategy.
7. The hypermarkets’ performance in adopting differentiation-high level marketing mix strategy is better than that in adopting cost leadership-low marketing mix strategy.

並列關鍵字

hypermarket ； growth strategy.competitive strategy ； marketing mix.performance

參考文獻

10. 沈玉瑛（民90），競爭策略與定價策略配合對新產品績效影響之研究—以產品專利類型為分析，中原大學企管研究所碩士論文

2.Aaker, D.A. (1989), Managing Assets and Skills: The Key to a Sustainable Competitive Advantage, California Management Review, pp.91-106.

3.Dess, G. G. and Davis, P. S. (1984), Porter’s (1980) Generic Strategies as Determinants of Strategic Group Membership and Organizational Performance, Academy of Management Journal, 27(September)

4.Devlin, G. (1991), Diversification: A Redundant Strategic Option, European Management Journal, Vol. 9 Iss.1 Mar., pp.76-81.

6.Galbraith, J.R., and Nathanson, D. A. (1978), Strategy Implementation: Structure, System and Process, St. Paul, MN: West