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| 研究生： |
張苑惠 |
|---|---|
| 論文名稱： |
超級市場網際網路上經營之探討 A study of grocery retailing on the internet |
| 指導教授： | 溫肇東 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 論文出版年： | 1998 |
| 畢業學年度： | 87 |
| 語文別： | 英文 |
| 論文頁數： | 109 |
| 中文關鍵詞： | 網際網路 、電子商務 、超級市場 |
| 外文關鍵詞： | Internet, E-commerce, Supermarket |
| 相關次數： | 點閱：96 下載：0 |
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1990年代綱際綱路發展十分迅速，而其商業應用在最近幾年更是熱門話題，目前在綱際綱路上，有超過80%的主機是來自商業性應用。有人將此綱際綱路的商業應用亦稱為電子商務。
很多公司看中此新通路之商機而投資於電子商務而許多綱路使用者也開始利用綱際綱路之方便性購買某些產品；調查顯示，消費者目前上綱購買產品以電腦及周邊設備產品居多，而食品採購則只佔5%。不過，許多零售業者認為將來綱路使用普及率提高後，提供線上訂購服務可為公司另拓一收入來源。因此在國外已有許多虛擬超市出現，而有些超市經營者也開始提供線上訂購服務；有些純虛擬超市也已因服務將定顧客群，如職業婦女、殘障者、老人而獲好評。目前臺灣第一家綱路超市也將開始營運。
本篇論文旨在探討目前綱際綱路上超級市場經營的現況。藉由實際的公司觀察瞭解目前綱路超市運作所應遵循的原則並試圖回答下列三個議題：
1. 綱際綱路對於超市經營者的策略性意涵？
2. 規劃上綱前，食品零售業者應先檢視哪些條件？
3. 為維系綱上訂購服務務的長期經營，綱路超市經營者應注意哪些營運因素？
同時本論文亦對有志經營綱際綱路超市的業者提出建言，以作為經營綱路超市之參考。
The business application of the Internet is one of the important issues for companies aiming to succeed in the next century. Some term this application as electronic commerce or e-commerce.
The Internet has attracted many companies to exploit this new marketing channel. Many grocery, or food, retailers have shown their interests in this market and are planning to provide online ordering services.
This thesis aims to understand grocery retailing on the Internet at present and to provide potential operators with some principles for providing Internet ordering services.
This thesis adopts exploratory and qualitative research. Some cases from defferent regions are analyzed and findings from these cases are synthesized to provide factors online operators should consider when planning their online services. Moreover, this thesis also provides some suggestions to potential operators of purely virtual stores.
Table of Contents
Chapter 1 Introduction-----------------------------------------------------------------------------------1
1.1. Methodology-----------------------------------------------------------------------------------------3
1.2. Research Flow---------------------------------------------------------------------------------------4
1.3. Definition of Variables-----------------------------------------------------------------------------4
1.4. Limitation of The Study-----------------------------------------------------------------------------8
1.5. Thesis Structure------------------------------------------------------------------------------------9
Chapter 2 The Features of Grocery Retailing Operations---------------------------------------------------10
2.1. Definition of Retailing and Grocery Retailing-------------------------------------------------------10
2.2. The Development of Retailing Formats in Three Areas-------------------------------------------------12
2.3. The Characteristics of Grocery Retailing Operations-------------------------------------------------13
2.3.1. Environmental changes influence retailing operations----------------------------------------------14
2.3.2. Selling freshness---------------------------------------------------------------------------------14
2.3.3. Location is a key for success---------------------------------------------------------------------14
2.3.4. Abundant product assortments----------------------------------------------------------------------15
2.3.5. Local business------------------------------------------------------------------------------------15
2.3.6. Pursuing low operation costs----------------------------------------------------------------------15
2.3.7. Brand/Image is important to attract customers-----------------------------------------------------16
2.3.8. Successful promotion can increase revenues--------------------------------------------------------16
2.3.9. 'Return of customers' is getting more important---------------------------------------------------17
2.4. The Change of Environment after 1990----------------------------------------------------------------17
2.5. Implications of Environmental Changes for Grocery Retailers-----------------------------------------21
Chapter 3 Discussion of the Internet - Its Functions, Commercial Applications and Characteristics--------22
3.1. Definition of The Internet and Electronic Commerce--------------------------------------------------22
3.2. Functions and Services on The Internet--------------------------------------------------------------23
3.3. Commercialization of The Internet - Electronic Commerce---------------------------------------------24
3.4. The Formation of A New Economy----------------------------------------------------------------------26
3.5. Characteristics ofThe Internet----------------------------------------------------------------------29
3.6. Implications ofThe Internet for Grocery Retailers---------------------------------------------------33
Chapter 4 Present Development of Internet Grocery Retailing----------------------------------------------37
4.1. The Current Profiles ofThe Internet-----------------------------------------------------------------37
4.2. Present Business Practice on The Internet-----------------------------------------------------------40
4.3. Internet Business Model-----------------------------------------------------------------------------41
4.4. Internet Application in Grocery Retailing-----------------------------------------------------------45
Chapter 5 Cases of Online Grocers in Different Regions---------------------------------------------------48
5.1. Introduction----------------------------------------------------------------------------------------48
5.2. Wellcorne Taiwan (Physical Supermarket)-------------------------------------------------------------48
5.3. Wellcome Hong Kong (http://www.wellcomehk.com)------------------------------------------------------52
5.4. Peapod, Inc. (http://www.peapod.com)----------------------------------------------------------------56
5.5. NetGrocer (http://www.netgrocer.com)----------------------------------------------------------------62
5.6. Wal-Mart Online (http:''/www.wal-mart.com)----------------------------------------------------------67
5.7. J. Sainsbury's PLC (http://www.j-sainsbury.co.uk)---------------------------------------------------72
5.8. Tesco (http://www.tesco.co.uk)----------------------------------------------------------------------77
5.9. Farmers and Fishermen Northern Information Center (hitp://www.ffnic.org.tw)-------------------------82
Chapter 6 Discussion and Research Findings---------------------------------------------------------------88
6.1. Synthesis of Case Study-----------------------------------------------------------------------------88
6.2. The Comparison between Traditional and Online Retailers --------------------------------------------90
6.3. Research Findings from Cases------------------------------------------------------------------------94
Chapter 7 Conclusions and Suggestions--------------------------------------------------------------------101
7.1. Conclusion------------------------------------------------------------------------------------------101
7.2. Suggestions for potential operators of purely virtual stores----------------------------------------103
7.2.1. Scope of operation--------------------------------------------------------------------------------103
7.2.2. Convenience---------------------------------------------------------------------------------------103
7.2.3. Products------------------------------------------------------------------------------------------104
7.2.4. Others--------------------------------------------------------------------------------------------105
7.3. Suggestions for Further Study-----------------------------------------------------------------------105
Reference-------------------------------------------------------------------------------------------------107
List of Tables
Table 1-1 Grocery retailers and general merchandisers listed on the Fortune 500, 1998--------------------------------------2
Table 1-2 Well-known online grocery retailers in different regions---------------------------------------------------------2
Table 1-3 Cases adopted in this thesis-------------------------------------------------------------------------------------3
Table 1-4 Detail indexes of variables--------------------------------------------------------------------------------------7
Table 2-1 Classification of retailing industry-----------------------------------------------------------------------------11
Table 2-2 Private-label penetration in several European countries----------------------------------------------------------19
Table 3-1 Impacts of the Internet on grocery Retailers---------------------------------------------------------------------34
Table 3-2 Implications of Internet characteristics for improving grocery retailers'operations------------------------------34
Table 4-1 Worldwide connectivity market 1996-2000E-------------------------------------------------------------------------38
Table 4-2 Forrester's view of U.S. online consumer shopping revenues. 1996-2000E-------------------------------------------39
Table 4-3 Transaction-based web sites' annualized online gross revenues for some cutting-edge Web retailers----------------40
Table 4-4 Positioning strategy online--------------------------------------------------------------------------------------42
Table 4-5 Online money making model----------------------------------------------------------------------------------------43
Table 4-6 Evolution of virtual community-----------------------------------------------------------------------------------45
Table 4-7 Major online food retailers in different regions-----------------------------------------------------------------46
Table 4-8 Grocers in different stages of virtual community development-----------------------------------------------------47
Table 5-1 Wellcome Taiwan analyses-----------------------------------------------------------------------------------------51
Table 5-2 Wellcome Hong Kong analyses--------------------------------------------------------------------------------------55
Table 5-3 Peapod analyses--------------------------------------------------------------------------------------------------61
Table 5-4 NetGrocer analyses-----------------------------------------------------------------------------------------------66
Table 5-5 Wal-Mart web site contents---------------------------------------------------------------------------------------69
Table 5-6 Wal-Mart analyses -----------------------------------------------------------------------------------------------71
Table 5-7 How Sainsbury's collect customers' comments and data online?-----------------------------------------------------75
Table 5-8 Sainsbury's online customer information--------------------------------------------------------------------------75
Table 5-9 Sainsbury's analyses---------------------------------------------------------------------------------------------76
Table 5-10 Contents ofTesco Net--------------------------------------------------------------------------------------------79
Table 5-11 Content ofTesco's Information page------------------------------------------------------------------------------80
Table 5-12 Tesco analyses--------------------------------------------------------------------------------------------------81
Table 5-13 FFNIC analyses--------------------------------------------------------------------------------------------------86
Table 6-1 Synthesized data ofpurely Internet supermarkets------------------------------------------------------------------88
Table 6-2 Synthesized data of Internet supermarkets established by traditional grocery-stores------------------------------89
Table 6-3 Comparison between traditional retailers and online retailers----------------------------------------------------91
Table 6-4 Delivery partners of three grocers ------------------------------------------------------------------------------99
List of Figures
Figure 2-1 The multiplication of retail's distribution channels------------------------------------------------------------12
Figure 2-2 The productivity loop-------------------------------------------------------------------------------------------16
Figure 2-3 Changing retail environments -----------------------------------------------------------------------------------18
Figure 3-1 Generic framework for electronic commerce-----------------------------------------------------------------------25
Figure 4-1 Regional distribution ofintemet hosts. Jan. 1997----------------------------------------------------------------37
Figure 4-2 Forrester's view of U.S. online shopping revenues by category in 2000E------------------------------------------39
Figure 4-3 Functionality offered-------------------------------------------------------------------------------------------44
Figure 4-4 Product delivery with e-commerce -------------------------------------------------------------------------------44
(限達賢圖書館四樓資訊教室A單機使用)