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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/74758

    Title: 超商電子商務策略角色之個案研究;A Study on the Strategy Role of the Electronic Commerce for the Convenient Stores
    Authors: 李政道;Li, Cheng-Tao
    Contributors: 資訊管理學系在職專班
    Keywords: 超商;電子商務;策略管理;Convenient store;electronic commerce;strategy management
    Date: 2017-06-30
    Issue Date: 2017-10-27 14:38:28 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 1979年,個案公司於臺灣早期引進第一家超商後,經過數年的經營,發展出全台門市密度最高的便利商店。而超商的密度逐漸趨於飽和,靠著展店以換取公司成長的策略開始受到挑戰,2007年起門市營業額年增率逐漸下滑,超商的營收亦在該時期達到成長的瓶頸。
    ;In early of Taiwan, 1979, Uni-President Enterprises Corporation (UPEC) has introduced convenient store to Taiwan. The case company which the led sub-corporation of UPEC has grown over several years and development the highest density of convenience stores in Taiwan.
    With competitors join, the density of the convenient store tends to be saturated and retail market to be a fully competitive market gradually, and the case company′s growth rely on convenient store expand strategy began to be challenged. Since 2007, turnover growth rate of convenient store gradually decline, the company′s revenue during the period also touched the bottleneck.
    In the face of the impact from retail market environmental change, start from 2010, the case company start to make transformation through not only innovate convenient store operation and develop private own brand, but also return electronic commerce (EC) business to the case company.
    The case company not only extend bricks and mortar store sales function, but also provide discount prices. With the e-commerce business rising and convenient store the virtual sales channel increasing, to expand sales and investment mode of operation can bring the actual revenue to bricks and mortar store.
    In comparison with other EC business model, Due to the customers demand change the case company’s EC emphasize at providing the innovative and rapid customize service of bricks and mortar store through the high-density shop distribution and 24-hour non-stop service. The case company is to hope that the bricks and mortar store can enhance the consumer experience, and to show the O2O effect to support “the last mile” in EC business.
    In this paper, we describe the case company’s EC strategy and market role by the case company’s EC evolution and business support system development. Also figure out the value proposition by using business model canvas. With SWOT analysis, we also find out the advantage of the case company.
    Appears in Collections:[資訊管理學系碩士在職專班 ] 博碩士論文

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