| 摘要: | 零售連鎖量販店可謂是消費者在日常生活中食衣住行之供應站，在地小人稠的寶島台灣，各大跨國連鎖量販店業者主要也是看中台灣的消費能力，這十多年來紛紛吸引業者進駐。在量販產業競爭激烈的經濟環境體系中，如何應用大數據來解決經營策略上的問題，以及導入大數據分析對企業內部組織變革所帶來的影響等議題，來做為本論文所探討之要點。
隨著資訊科技技術的進步及普及化，量販店業者在經營的過程中無時無刻都在接收來自消費者買賣交易行為的數據資料，這些巨量資料是企業重要的資訊資產，不但可以利用大數據在組織內從銷售分析、預測、優勢商品建議、引導決策方向等，都有助於企業對於內部作業流程的控管與應用的執行。
本研究以個案研究法探討個案公司藉由大數據應用變革的過程，透過觀察法、實際參與、及蒐集研究對象相關檔案文件等方式作為研究基礎，以完整呈現導入系統之過程與成效。個案公司為了在競爭市場上順利搶得時效先機，藉以應用大數據配合作業流程優化，以提升作業流程效益，滿足顧客的需要。
個案公司瞭解到大數據分析對於零售產業發展的重要性，透過促銷情報管理系統開發導入，除了改善許多核心系統功能不足的地方外，也整合了所有店舖的銷售明細資料，並有效彙整情報分析數據，將大數據分析結果提供給相關部門作為決策之參考用，不但提升促銷檔期商品資訊的準確度，也大幅降低了商品部人工成本的問題也減輕相關單位的工作量並提升工作效率。
;Retail chain stores can be described as a supply center for consumers in their daily life. In Taiwan, where people are densely populated, multinational chain stores are bullish about Taiwan residents’ spending power. Over the past ten years, multinational companies are attracted to this densely populated and competitive market to set up their branches. In this highly competitive business environment, how to use big data to solve their business and strategic problems, as well as to analyze on the impact of big data that may affect the change of the organizations, are the main points discussed in this paper.
With the advancement and popularity of information technology, chained retailers are receiving data from consumers’ s transactions all the time. These huge amounts of data are important assets for the enterprises. Data within the organization, such as sales analysis, forecasting, product recommendations, and decision guidance, all contribute to the control and execution of the company′s business decisions.
This research uses a case study method to describe the company’s transformation process with information technology. Through big data, observations, actual participation, and collection of research-related documents, the effectiveness of the company’s system introduction and migration is presented. The studied company understands the importance of big data implementation for their retail industry. From the development and introduction of a promotion management system, to the integration of aggregated store intelligence, the big data analysis proved to be an excellent reference for decision-making. Such big data analytics have not only improved the accuracy of the store merchandising, but also greatly reduced the labor cost. Finally, it reduces the workload of operation units and improves their work efficiency. |
