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| 研究生： |
吳亞儒 Wu, Amy |
|---|---|
| 論文名稱： |
超級市場之競爭策略分析—以全聯福利中心為例 Strategy Competitive Analysis of a Supermarket - A Case Study of PX Market. |
| 指導教授： |
劉助
Liu, James |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 30 |
| 中文關鍵詞： | 零售業 、超級市場 、電子商務 、CVS 、量販店 |
| 外文關鍵詞： | retail industry, supermarket, E-commerce, CVS, hypermarket |
| 相關次數： | 點閱：227 下載：0 |
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超級市場之競爭策略分析—以全聯福利中心為例
As the competition gets intensively in the retail industry, the boundary between different types of operation has disappeared. In Taiwan, hypermarkets started to downsize its store size. On the other hand, convenient stores expand its store size to target at eating out customers. Supermarket with the size between hypermarkets and convenient stores should reposition itself to confront the challenges. After the rapid expansion period, Pxmart started to reconsider its value proposition and its core competence. In order to achieve its corporate mission statement and its goal in the following 6 years, Pxmart’s CEO, Mr. Xu, comes up with strategies in terms of staffing, store, merchandise, and system and institution.
Although Pxmart will be able to attract more customers with its store and merchandise strategy, it still encountered challenges due to its physical facilities, such as limited space to display products and for customers to park. How to reposition itself and provide customers with a pleasant and convenient shopping experience will be the first priority that Pxmart should consider.
Compared to the leading brands in the United States, Pxmart and the retailers in Taiwan should embrace the technology innovation and try different business model to make their company updated and provide their customers more convenient way to purchase.
1. Executive Summary 1
2. Pxmart Background 3
2.1. History 3
2.2. Corporate Culture 4
2.2.1. Mission Statement 4
2.2.2. Vision 4
2.2.3. Value Proposition 5
2.3. Strategy of Pxmart 6
3. External Analysis 8
3.1. Retail Industry Introduction 8
3.1.1. Retail Industry Definition 8
3.1.2. History 9
3.1.3. Key Players 11
3.2. Market Size 12
3.2.1. Taiwan Retail Industry 12
3.2.2. General merchandise 13
3.3. Competitor Analysis 15
3.3.1. Supermarket 15
3.3.2. Convenient store 18
3.3.3. Hypermarket 19
3.3.4. Conclusion 21
4. Internal Analysis 22
4.1. Organization 22
4.1.1. Positive corporate culture 22
4.1.2. HR system 23
4.2. Store Design 23
4.2.1. G-I store 23
4.2.2. G-II store 24
4.2.3. imart store 24
4.3. Merchandising 24
4.3.1. Vegetable 24
4.3.2. Fruits 25
4.3.3. Ready to Cook packaged Food 25
4.3.4. Private Brand (Private Label) development 26
4.4. System and Institution 26
5. Pxmart’s Challenges and Current Response 27
5.1. Internally 27
5.2. Externally 27
6. Suggestions 28
6.1. Focus on core business 28
6.2. Vertical Integration 28
6.3. Conclusion 29
7. Reference 30
1. 中華民國行業標準分類第七版 (2001). Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C (Taiwan)
2. 超級市場經營管理實務(2000). Department of Commerce, Ministry of Economic Affairs.
3. Insightxplorer. Eating out market statistic (2013)
(http://news.ixresearch.com/?p=7274)
4. ReportLinker. E-commerce Industry Market Research & Statistics (2010)
(http://www.reportlinker.com/ci02106/E-commerce.html).
5. 陳文蔚 (2014, Augest 18) 國發會：最快2020年人口負成長 2025年進入超高齡, Taiwan People News
(http://www.peoplenews.tw/news/1acd0925-1802-4def-aaaa-067dcb694778)
6. Pxmart Official Webside
(http://www.pxmart.com.tw/px/index.px)
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