台灣超級市場經營型態及競爭策略分析之研究-以台糖健康超市及其競爭者為例

Management Style Supermarkets in Taiwan and Competitive Strategy Analysis - A Case Study of TSC Health Supermarkets and its Competitors

林品翰(Pin-Han Lin)

指導教授 ： 吳傳春

共同指導教授 ： 林建宏(Jiann-Horng Lin)

義守大學/電機資訊學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6343/ISU.2014.00118

摘要

台灣因先前經濟形態的快速改變，造成近十年來零售市場的快速蓬勃發展，導致現今量販市場除北部因人口稠密且消費力強尚有足夠空間發展中、大型店，其餘區域皆已趨於飽和的情況下，導致目前各通路業者均紛紛修正適合自己生存的經營方向。觀察台灣目前流通產業發展，如台灣最大量販通路家樂福，亦受趨勢影響於近年來急於轉型為社區概念店，標榜便利購的概念，為忙碌的消費者縮短購物的時間與距離。全聯福利中心，亦藉由併購及策略聯盟方式快速展店，以據點數量優勢與供貨商建立共存關係，成為目前台灣最大連鎖超市。
而台糖量販目前已營運部份僅限於中南部地區，共5家店，開發區域皆有市場消費力及競爭問題，由於零售業的經營結構型態改變，台糖量販亦漸轉以中小型及超市型態，強調機能性、便利性、品牌性，以「買安心、吃放心、要健康、找台糖」做為市場形象訴求成立台糖健康超市，本論文研究將以台糖健康超市及其競爭者為例，透過經營模式及SWOT與五力分析比較歸納出台糖健康超市的優缺點和經營模式。
研究結果發現台糖健康超市的經營績效、市佔率、展店等等皆不如其他競爭者，經深入探討得知台糖健康超市營運模式應進行調整才能提升營運績效，未來應結合台糖各事業部、營業所或是採策略聯盟方式以快速擴展營運規模，如此才能在超級市場業生存。

關鍵字

超級市場 ； 台糖健康超市 ； SWOT 分析 ； 經營模式

並列摘要

Taiwan's economy due to the rapid changes in the previous form, resulting in rapid booming retail market over the past decade, resulting in today's market, in addition to discount heavily populated northern part due to strong consumption and there is enough space for the development of large stores, and the rest have switched saturation region under the circumstances, all paths lead to both firms currently have amended their survival suit business direction. Observe the flow of industrial development in Taiwan, as Taiwan's largest Carrefour hypermarkets pathway, is also subject to the impact on the trend in recent years, eager to transition to the community concept stores, convenience shopping concept advertised, shorten the time and distance of shopping for busy consumers. Trans Union welfare centers, also through acquisitions and strategic alliances rapid store expansion in the number of advantages stronghold establish symbiotic relationship with suppliers, become Taiwan's largest supermarket chains.
The TSC discount has been limited to the central and southern part of the operation, a total of five stores, the development of regional Individually market consumption and competition issues, due to the change in the retail business structure type, TSC has gradually transferred to small and medium sized hypermarkets and supermarkets patterns, emphasizing function, convenience, brand, so as to "buy peace of mind, eat at ease, to health, to find TSC" as the market demands the establishment of TSC healthy image of the supermarket, this research will be healthy supermarket and its competitors for the TSC example, through the business model and the SWOT analysis and comparison with the five forces are summarized pros and cons of the introduction of sugar and healthy supermarket business model.
The results showed that TSC healthy supermarket business performance, market share, and to show, and so are not as good as the other competitors, by depth TSC healthy supermarket business model that should be adjusted in order to enhance operational performance, future TSC should be combined with each division, the mining business or strategic alliance with the rapid expansion of the scale of operation, so that it can survive in the supermarket industry.

並列關鍵字

supermarket ； TSC healthy supermarket ； SWOT analysis ； business model

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