零售業價值網競合分析—以全聯福利中心為例

Value Net and Co-opetition Analysis of Retail Industry: Case Study of PX Mart

周天韻(Tien-Yun Jou)

指導教授 ： 陳俊忠

國立臺灣大學/管理學院/國際企業學研究所/碩士(2020年)

https://doi.org/10.6342/NTU202003581

摘要

零售通路是與消費者最靠近的產業，不論是設立門市使顧客上門購買，或是將商品宅配到府，大眾每日生活所需皆依靠零售通路業者完成最後一哩路的遞送安排。然而零售產業近年來面臨快速的變化，不論是實體通路與虛擬電商之間的對抗，或是通路業者之間的整併擴張，皆提醒企業必須時時警覺下一個潛在威脅於何處，尋找最適的永續經營方式。
因此本研究目的首先為梳理全球、區域與臺灣三個層次的零售產業發展趨勢，並利用五力分析了解臺灣各大零售業者之間的競爭態勢。接下來則是以全聯福利中心為研究個案，回顧其過去之策略發展重點與正在執行中的轉型策略。同時運用價值網與PART分析，繪出全聯福利中心之價值網，點出其身處的商業賽局中有哪些關鍵參與者，盤點彼此的互補資源。最後，利用改變參與者、增加附加價值、重新思考競爭範疇等角度，提出組成策略聯盟以達成互惠成長協助加速達到企業目標之行動建議。最後希望能提供臺灣零售業者不同的競爭思維，競合關係可能是比單純的壓制競爭更適宜的互動模式。

關鍵字

零售業 ； 競合分析 ； 價值網 ； PARTS

並列摘要

Retail industry supports consumers’ daily needs. Whether it is through brick-and-mortar stores or e-commerce deliveries, retailers complete the last mile from products to their customers. Nevertheless, the industry has encountered rapid changes in recent years, such as acquisitions and expansions of different retailers, and the confrontation between physical stores and virtual online business. These events remind companies in retail industry that they must always be aware of the next potential threat and keep developing sustainable operation strategies.
In order to shed a light on potential solutions, the thesis will first introduce the industry trends at global, regional and Taiwan levels, and then apply the Five Forces analysis to clarify the competitive situation among major retailers in Taiwan. This thesis uses Co-opetition and Value Net as the main analysis method, and selects PX Mart to be the case company. It will elaborate the past, present and future strategies and transformation actions of PX Mart. At last, based on Value Net Analysis, the thesis proposes a strategic alliance from the perspectives of changing players, increasing added-value, and reshaping the scope of competition. It aims to provide the Taiwanese retail industry with a different vision from the standpoint of co-opetition.

並列關鍵字

Retail ； Co-opetition ； Value Net ； PARTS

參考文獻

專書論文

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3. Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, Retrieved July 10, 2020 from

https://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy