| 摘要: | 本論文透過經濟學的角度，觀察台灣現代化量販產業的興起與發展過程，探討面向包括政府對於零售市場的開放歷程與相關商業政策、競爭廠商之特性、產業環境與市場結構的變遷，同時比較中國大陸市場與台灣發展過程的異同，並討論台資廠商進入大陸零售市場投資的優劣勢。 現代化的大型連鎖店以量販形式進入台灣後，其專業經營技術和低價銷售策略不但改變了台灣消費者的消費習慣，也迫使傳統零售廠商革新經營效率。而台灣政府對於零售業採取開放的態度，在市場的自由競爭之下，外資廠商憑藉其資金、管理技術、知名品牌形象等優勢，在台灣量販市場普遍擁有較高的市佔率。本土量販廠商則以非本業經營者為多，大部分是由製造業廠商跨足流通產業。大部分本土廠商由於規模較小、資金不足，不足以持續擴大連鎖數量，因此較不易發揮規模經濟優勢。 此外，台灣腹地狹小，產業發展空間有限，必須垂直整合上下游廠商，或是跨業態經營以發揮範疇經濟優勢，故經過不斷整合之後廠商數目遞減，產業集中程度很高，形式上似趨向寡占市場。然而，由於台灣交通便利、資訊發達，加上其他業態的競爭，消費者選擇性較多，因此個別量販廠商的市場力量不強，整體零售市場十分競爭。 中國大陸區域廣闊、交通運輸欠便，資訊和商品的流通效率低落，市場整合困難，集中程度很低。政府對於外資零售廠商採取試點經營政策，直到2004年底才完全取消經營地區、數量、股權的限制，因此外資擴展速度不快；內資廠商則以國有獨資或控股企業佔大多數，完全私有民營的企業很少。台資廠商佔有政策、語言文化的優勢，在中國的發展速度比起其他外資較快，但是在中國零售業全面開放後，台資廠商受限於資金、規模問題，未來可能必須積極尋找合資合作的夥伴。 This paper through an economic viewpoint studies the origin and development of modern hypermarkets（or warehouses） in Taiwan, which includes the opening process, business policies, the characteristic of firms, industrial environment and the flux of market structure. Then, it compares the hypermarkets（or warehouses） industry of Taiwan and Mainland China, and discusses the advantages of Taiwan’s firms entering the Mainland China market. After the entry of modern hypermarkets（or warehouses） in Taiwan, the know-how and low-price strategy of the foreign firms have changed the habits of Taiwan’s consumer. It has also changed the operating mode of Taiwan’s traditional firms. Taiwan’s government takes open attitude to retail business. Under free competition, foreign firms own higher market share because of their advantages in capital, know-how and brand image. Relatively, most local firms didn’t engage in retail business in the past. Most of them were manufacturing firms, and their purpose of getting into distribution industry is in order to strengthen stability of products transport. However, most local firms couldn’t expand their chain stores continuously because of their smaller scale and lack of capital. Furthermore, the hinterland of Taiwan is so small that the space of development is limited. Hypermarkets（or warehouses） firms must integrate manufacture, wholesale and retail. They also could achieve scope economies across retail formats. There has been a decrease in number of firms and hence a tendency toward an oligopoly. Nevertheless, because of well-developed communications, excellent information and plentiful choices in Taiwan, individual firm has no strong market power. It resulted in a competitive retail business. In the meantime, Mainland China owns extensive land. The communication and transportation is highly inefficient. The government enforces the policy of experimental units to foreign firms. The restrictions of operational region, numbers and shares to foreign firm rescinded until the end of the year 2004. It’s the reason that expansion of foreign firms was slow. Firms from Taiwan entering into the Mainland China market have advantages in terms of policies, language and culture. Their expansions were faster than other foreign firms. After complete openness of retail business in Mainland China, nevertheless, firms from Taiwan may look for partners because they lacked capital and scale comparatively. |
