連鎖便利商店競爭優勢的維繫-以某便利商店為例

The Business Competitive Advantage of Convenience Stores : Case Study of a Convenience Store.

林瑋珍(Wei-chen Lin)

指導教授 ： 范懿文

國立中央大學/管理學院/資訊管理學系碩士在職專班/碩士(2007年)

摘要

回顧台灣便利商店連鎖加盟行業的發展至今已二十餘年，現在台灣人民日常生活已與便利商店息息相關且密不可分。2005年ＡＣ尼爾森針對台灣便利商店市場的研究指出台灣便利商店的密度位居亞洲之冠，平均每2800人就有一家便利商店。可見便利商店市場在台灣是屬於高度發展的行業，其中台灣前兩大的便利商店的市佔率已佔全台的一半以上。本研究所採取的是個案探討的研究方式，嘗試以實務作業面角度為主軸，探討連鎖便利商店競爭優勢，本研究將針對台灣便利商店市佔率第一的便利商店公司為個案對象，針對其組織結構、加盟制度、門市商品、後勤支援系統與商品配送、創新這幾個面向進行訪談，並加以整理分析。本研究發現歸納如下：
1. 組織的優勢使個案公司不管是對內的資源內聚或是對外的發展，都將個案公司的競爭優勢發揮到極致。
2. 領導者與其企業文化優勢不僅拉緊了個案公司員工的向心力，同時更吸引到顧客對其企業的支持。
3. 築起資金鴻溝的優勢使個案公司在本質上具有高度的經營技術與優勢外，更與同業漸漸地拉遠競爭距離。

關鍵字

連鎖店 ； 委託加盟 ； 競爭優勢 ； 便利商店 ； 連鎖

並列摘要

It''s been more than twenty years passed that Taiwan convenient stores run business with alliance strategy. Now the people in Taiwan quite get used to this kind of chain stores and cannot live without them in their normal days. In the market research of AC Nelson held in 2005, the density of the chain stores in Taiwan is the top one in Asia, and the average amounts shows us that each 2800 persons in Taiwan can share one of the stores. It''s been an obviously truth that the market of convenient stores is a progressively business in Taiwan, and two of them cover over the 1/2 market in Taiwan.
The research project here focus on case studies and trying to base with the physical operation in reality to discuss where the competitive advantage of chain stores. In this project, we''re going to take the top one market share convenient store company to be the object discussed here, and interview with its own organization structure, alliance program, store products, backup office support systems, goods delivery and creativity as well. With the organized information and analysis, we conclude with the followings:
1. The advantage of company organization will make the object competition priority to be the most powerful to internal resource management or the external business development.
2. The leadership and company culture can pull together with the employees'' internal source and also meanwhile the advantage will get support to the company from customers.
3. For the financial differentiation, it makes the object here with the highest management skill capabilities and advantages. Also it will be a powerful strength to pull off the distance between competitors gradually.

並列關鍵字

franchise chain ； franchise ； convenience store ； chain store ； competitive advantages

參考文獻

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