博碩士論文 105450015 詳細資訊




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姓名 江青純(CHING-CHUN CHIANG,)  查詢紙本館藏   畢業系所 高階主管企管碩士班
論文名稱 O2O商業模式對便利商店的挑戰與機會─以全家便利商店為例
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摘要(中) 2017 年連鎖便利商店營業額達到 3,173 億元,年增率達 2. 8%,四大超商總店數為10,447家(至2017年7月止)。台灣以 2,211 人就有一間的密度,超越日本平均每 2,248 人一家便利超商,成為世界第二;密度第一名為南韓,平均1,452人/家。線上平台的興起,方便快速的購物體驗,讓消費者有更多的選擇。在線下及線上夾擊的競爭的環境下,便利商店面臨如何讓消費者選擇踏進自家門市的挑戰。掌握新興平台,實體銷售與虛擬零售深度融合,鮮明的品牌形象,打破品類的侷限、主動創造出使用時機才能帶來新契機。
1988年成立的台灣全家,即將進入新世代的第四個10年。本研究針對台灣全家如何打破零售通路框架,虛實整合,發展行動購物,共享會員,以線上平台滿足線下客戶的需求,把實體店的線下顧客導引至線上。從數位創新帶來的商機到NF「X」新型態店模組、科技概念店,結合15個跨領域產業,使用 17 項新科技,導入四大技術─IoT物聯網、大數據、AI人工智慧、RFID無線射頻,打造智能的新零售概念平台,透過科技幫助優化員工的工作流程,降低工作量,預計單店一年可省下858小時的工時,提供更優質的服務,試圖解決一例一休所帶來的人力衝擊。並帶給消費者更有趣、更開放的購物體驗。
「智慧新零售」是台灣全家在目前O2O 電子商務市場快速增長浪潮下,所提出的新定位及商業模式,從「全家就是你家」,轉變成「全家就在消費者的手上」。藉由個案公司的分析與探討,期望能提供台灣便利商店產未來發展之參考。
摘要(英) In 2017, the chain convenience store’s annual turnover reached 317.3 billion Taiwanese dollars with an annual growth of 2.8%. The four major convenience store leaders currently have total of 10,447 stores combined nationwide (July 2017), with 2,211 people to one store in second place compared to Japan in third place with 2,248 people to one store. South Korea is No.1 on the list with an average of 1,452 people to one store. The rise of the online platform facilitates fast shopping experiences and gives consumers more choices. However, the sector is facing challenges from attracting customers to their stores due to online and offline market competition. Only by grasping the emerging platform, integrating physical and virtual retail, distinctive brand image, breaking the categories limitation will open to new opportunities.

This research is focused on how Taiwan FamilyMart entering its fourth decade in the market by breaking through the traditional retail framework, Click-and-Mortar, developing the e-commerce platform, sharing membership and fulfilling the needs of the customer from the offline market and leading offline customer from physical store to online platform. From the new business opportunities brought by digital innovation to the NF "X" new retail module, technology concept store co-operating 15 different business sectors and 17 different cutting-edge technologies, i.e. IoT, Big Data, AI, RFID...etc. Creating a new smart retail platform, optimizing the work process, potentially save up to 858 hours per year to provide better service and minimize the impact of the "One fixed day off and flexible rest day” legislation.
關鍵字(中) ★ 全家便利商店
★ O2O
★ 虛實整合
★ 新零售
關鍵字(英) ★ FamilyMart
★ O2O
★ Click-and-Mortar
★ New Retail
論文目次 In 2017, the chain convenience store’s annual turnover reached 317.3 billion Taiwanese dollars with an annual growth of 2.8%. The four major convenience store leaders currently have total of 10,447 stores combined nationwide (July 2017), with 2,211 people to one store in second place compared to Japan in third place with 2,248 people to one store. South Korea is No.1 on the list with an average of 1,452 people to one store. The rise of the online platform facilitates fast shopping experiences and gives consumers more choices. However, the sector is facing challenges from attracting customers to their stores due to online and offline market competition. Only by grasping the emerging platform, integrating physical and virtual retail, distinctive brand image, breaking the categories limitation will open to new opportunities.

This research is focused on how Taiwan FamilyMart entering its fourth decade in the market by breaking through the traditional retail framework, Click-and-Mortar, developing the e-commerce platform, sharing membership and fulfilling the needs of the customer from the offline market and leading offline customer from physical store to online platform. From the new business opportunities brought by digital innovation to the NF "X" new retail module, technology concept store co-operating 15 different business sectors and 17 different cutting-edge technologies, i.e. IoT, Big Data, AI, RFID...etc. Creating a new smart retail platform, optimizing the work process, potentially save up to 858 hours per year to provide better service and minimize the impact of the "One fixed day off and flexible rest day” legislation.

Under the current rapid growth of the O2O e-commerce market trend, "The New Intelligent Retail" is the new positioning and business model for the Taiwan Family Mart, developing its business value from " FamilyMart is your home " to "FamilyMart is in your hand". Through analyzing various case studies, we hope to provide a reference for the future development of Taiwan′s convenience store market.
參考文獻 第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 4
1.3 研究目的及研究問題 5
1.4 論文架構 5
第二章 文獻回顧 7
2.1 零售的變革 7
2.2 O2O (Online to Offline)商業模式 8
2.3 長尾理論(The Long Tail) 10
2.4 網路外部性(Network Externality) 11
2.5 雙邊市場(Two-Sides Markets) 12
2.6 消費體驗(Experience Consumption) 12
2.7體驗經濟(The Experience Economy) 13
第三章 研究方法 15
3.1次級資料分析 16
3.2 研究對象 16
第四章 產業分析 18
4.1便利商店的挑戰 18
4.1.1人口老化 20
4.1.2客戶口袋爭奪戰 21
4.1.3創新的困難 22
4.2成功創新的三個關鍵因素 23
4.3台灣便利商店新零售的發展 23
4.4全球新零售的現況 25
4.5數位創新帶來的商機 25
4.6台灣O2O的挑戰 27
第五章 個案研究 28
5.1台灣全家的變革 28
5.2品牌重建工程 29
5.3 線下–NF「X」新型態店模組 31
5.3.1 NF2座位經濟「全家X吉野家」 32
5.3.2 NF3推動熟齡市場「全家X大樹藥局」 33
5.3.3 NF4線上與線下的合作「全家X天和鮮物」 35
5.3.4 NF5剪刀經濟「全家X超市」 36
5.3.5 NF6外食經濟「全家X 韓式炸雞bb.q CHICKEN」 37
5.4 全家v.s 7-ELEVEN的店格策略 39
5.5思樂冰事件 40
5.6線上–為大數據行銷鋪路的紅利PIN碼 41
5.6.1 網路社交禮品經濟新模式 41
5.6.2 雲端傳愛公益傳播新模式 42
5.6.3 APP商品預售轉贈 43
5.7線下+線上–數位轉型的科技概念店 44
5.7.1創造體驗經濟的未來店 45
5.7.2 智慧新零售 46
5.8 O2O跨領域、跨產業的開放平台 47
5.8.1 從「店到店」到「店到宅」 49
5.8.2 線上購物「行動購APP」 50
5.8.3 往上整合共生會員 51
第六章 結論與建議 52
6.1 研究總結 52
6.2研究建議 54
參考文獻 57
指導教授 王弓 鄭有為(none none) 審核日期 2018-7-23
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