「國防部福利事業管理處」係由國防部政治作戰局組建成立，專責國軍福利服務事業，以服務國軍官兵為宗旨。其所轄之福利品供應站興建之初，藉由物美價廉的經營方式，獲得良好之經營績效，甚至具有協助政府平穩民生物價、提升政府稅收及加強社會商業發展之關鍵作用。福利品供應站因績效卓著，並在各地具有優勢銷售通路及店面位置，先後受到行政院指示，擴展其銷售服務對象至官兵眷屬及榮民，並委辦公教人員福利品供應任務，此時的國軍福利品供應站已成為國內強勢的零售通路。然因政府為提倡市場自由化政策，並解除委辦公教人員福利品供應任務，另行成立「全國公教消費合作社」（1998年改制為民營「全聯福利中心」），國軍福利品供應站自此面臨轉折；在商業競爭激烈的今日，便利商店及各式賣場林立，創新的行銷手法、多樣化、分層鎖定客群的行銷管道，致使福利站經營優勢不再，收益亦不若以往，其公營單位品牌形象滑落，該處雖以服務官兵為其目的，但仍需以收益績效為本，強大組織效能，方可永續經營。;The "Welfare Management Office of the Ministry of National Defense" was established by the Political Warfare Bureau of the Ministry of National Defense, Republic of China. It is responsible for providing the National Army with the welfare service. At the beginning of its establishment, the Welfare Supply Station achieved a great performance through good-quality and low-cost operating methods, and played a key role in helping the government to stabilize economy, increasing government’s revenue, and enhancing economic development. Based on its outstanding performance and distribution channels, National Army Welfare Supply Station has become an influential retail channel in Taiwan, Republic of China. However, the competitive advantage of National Army Welfare Supply Station could not be sustained due to the lift of restriction on regulating welfare supply service and the popularity of convenience stores. This study investigates the approaches and strategies for the National Army Welfare Supply Station to ensure its continuous service to officers, soldiers, and the general public. In addition to this primary mission, alternatives to enhance its cost-benefit effectiveness are proposed and discussed. Managerial implications and suggestions for future research are thus discussed.
