台灣量販店經營探討-以C公司為例

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题名:	台灣量販店經營探討-以C公司為例 A Study on the Management Strategy of Hypermarket Stores in Taiwan-Take C Hypermarket as an Example
作者:	蘇秝杏 Su, Li-Sing
贡献者:	經營管理學系
关键词:	發展自有品牌;在地化經營策略 Develop your own brand;Localized business strategy
日期:	2019
上传时间:	2019-10-29 08:03:12 (UTC+0)
出版者:	亞洲大學
摘要:	1987年法國C量販店與統一集團合作，並在1989年開立台灣第一家也是亞洲第一家分店，進入台灣後用7年時間搶攻國內量販店產業的市佔率，同時期國內量販店於國內各地快速展店，瓜分零售式量販業市場，在市場激烈競爭下C量販店發展自有品牌、採行在地化經營策略，於1996年成為量販店龍頭；截至2019年1月台灣C量販店共有130個據點，量販店64間，便利購超市66間。本研究以C量販店為個案，運用個案研究方法，蒐集業者在內部管理模式、行銷管理模式、展店模式及後勤管理模式等四個構面深入探討、分析、整理及歸納出量販店的經營模式，進而歸納出台灣C量販店的經營策略，同時了解國內量販業現況、發展趨勢、經營模式及獲利模式。同時了解國內量販業現況、發展趨勢、經營模式及獲利模式。 In 1987, a French retailer, the C Hypermarket cooperated with the Uni President to establish the first hypermarket store in Taiwan, which is also the first one in Asia. It takes 7 years after entering Taiwan’s market to gain its market share. In this period, many other domestic hypermarkets operators established big-box stores all over Taiwan to carve up market share. Under the intense competition, C Hypermarket adapted own-brand as well as localized marketing strategies and became Taiwan’ s top hypermarket operator in 1996. As of January 2019, C Hypermarket has 130 stores domestically, including 64 hypermarket stores and 66 market stores. This study takes C Hypermarket as the target case and adopts case study research methods to conduct in-depth examination and analysis on hypermarket business model in four dimensions: internal management, marketing management, open-up new stores, and logistics management, by collecting information relevant to retailers’ operation, management, strategy, service, and revenue. The findings of this study reveal C Hypermarket business strategies in Taiwan and a comprehensive picture of current domestic retailers, development trends, operational models and profit models.
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