本研究旨在探討電子標籤（Electronic Shelf Label, ESL）於零售產業中的導入與應用，並分析其在技術與服務策略整合下對營運流程之影響。隨著零售產業面臨人力成本上升、價格變動頻繁及數位轉型壓力，傳統人工標價方式已難以因應即時性與正確性需求，ESL 遂成為智慧零售發展的重要基礎技術之一。
本研究以精聯電子（Unitech）為研究核心，採質性多個案研究法，選取新光三越（大型百貨超市部門）與棉花田生機園地（中小型連鎖專賣通路）作為研究個案，透過次級資料分析與實務觀察，探討不同零售業態在導入 ESL 時之動機、策略與成效差異。研究架構涵蓋成本效益、作業效率、品牌形象與永續價值等分析構面。
研究結果顯示，ESL 導入有助於降低人工換標作業與價格資訊錯誤風險，提升價格資訊透明度與營運效率，並對顧客信任及門市專業形象產生正向影響。大型零售業者著重於系統治理與跨門市整合，以支援高頻變價與複雜營運需求；中小型連鎖通路則以縮短導入時程與降低後續維運成本為主要訴求，兼顧人力節省與永續經營目標。整體而言，ESL 已由單純顯示設備，轉化為支援零售營運流程之系統性應用。
本研究認為，ESL 導入成效高度仰賴技術策略與服務策略之整合，而非僅取決於硬體部署。研究結果可作為零售業規劃 ESL 導入與智慧零售轉型之實務參考，並提供系統供應商於解決方案設計與服務布局上的策略啟示。

This study examines the adoption and application of the Electronic Shelf Label (ESL) in the retail industry and analyzes how the integration of technology and service strategies influences operational processes. As retailers face rising labor costs, frequent price changes, and increasing pressure for digital transformation, traditional manual labeling can no longer meet the requirements for timeliness and accuracy. Consequently, ESL has emerged as a fundamental technology for the development of smart retail.

Focusing on Unitech as the solution provider, this research employs a qualitative multiple-case study approach, selecting Shin Kong Mitsukoshi (a large-scale department-store supermarket division) and Cotton Field (a small-to-medium-sized specialty retail chain) as research cases. Through secondary data analysis and field observations, this study explores differences in motivations, strategies, and outcomes of ESL adoption across various retail formats. The analytical framework incorporates dimensions such as cost–benefit, operational efficiency, brand image, and sustainability value.

The findings indicate that ESL adoption effectively reduces the workload of manual label replacement and the risk of pricing errors, thereby enhancing price transparency and operational efficiency. Furthermore, it exerts a positive influence on customer trust and a professional store image. Large-scale retailers prioritize system governance and cross-store integration to support high-frequency price updates and complex operational needs. In contrast, small-to-medium retail chains focus on shortening implementation timelines and reducing maintenance costs, aiming to balance labor savings with sustainability goals. Overall, ESL has evolved from a simple display device into a systematic application supporting retail operations.

This study concludes that the effectiveness of ESL implementation depends heavily on the integration of technology and service strategies rather than hardware deployment alone. The results provide practical references for retailers planning ESL adoption and smart retail transformation, while offering strategic insights for system vendors regarding solution design and service deployment.

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