零售產業競爭策略與經營管理之研究—以全家便利商店為例

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/113504

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题名:	零售產業競爭策略與經營管理之研究—以全家便利商店為例 Research on Retail Industry's Competitive Strategy and Operation Management- Using FamilyMart as an Example
作者:	胡智翔 HU, CHIH-HSIANG
贡献者:	經營管理學系
关键词:	經營管理模式;全通路行銷;零售業產業;競爭策略;便利商店 Operation and Management Mode;Omnichannel Marketing;Retail Industry;Competitive Strategy;Convenience Stores
日期:	2022-07-15
上传时间:	2022-10-28 08:14:16 (UTC+0)
出版者:	亞洲大學
摘要:	零售是最古老的貿易商業活動方式，其發展從百貨商店演變成超級市場，再進化成連鎖商店，近期因網路技術發達打破時空限制而發展成新零售市場。然而，目前疫情給許多零售商帶來了暴風雨，許多零售商不僅受到了經濟活動?少的負面影響，還面臨著消費者活動範圍縮小、線上消費提高的現狀。這些行為的變化對傳統競爭模式與管理有很大的影響。因此，本研究探討零售產業競爭策略與經營管理構面關鍵模式。本研究藉由個案公司的深度訪談，了解零售業如何能在競爭環境中，掌握具競爭力的經營模式。本研究透過個案整理得知，零售產業在營業面、行銷面、人資面、技術面、以及商品面重要管理要素，並提出對零售產業的建議有：導入自媒體行銷、善用大數據分析、引進智能設備、提昇產品能見度、以及善用手機支付。 The retail industry is the oldest form of trade and commerce. It has evolved from department stores to supermarkets and retail chains. It has recently evolved into a new retail industry thanks to the growth of the Internet, which breaks the limits of time and geography.The objective purpose of this study was to investigate the development of creative business models in the retail industry in response to shifting consumer behavior.Therefore, this study has examined the most important retail industry competitive strategy models and managerial features. This study has applied in-depth interviews with case companies in order to understand how the retail industry might master a competitive business model in a competitive market. This research has determined, through the classification of cases, that the retail industry has vital management elements in terms of business, marketing, personnel, technique, and merchandise. Further recommendations for the retail industry include using self-media marketing, utilizing big data analysis, introducing intelligent equipment, enhancing product visibility, and implementing mobile payments.
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