實體零售電子商務之挑戰與策略研究分析 以家樂福為例

Abstract

電子商務是零售業未來的必然市場趨勢。對於實體零售業者而言，如何因應電子商務的衝擊、提升競爭優勢和進行轉型為現今所遇到的困境和挑戰。本研究以台灣家樂福線上購物之案例作為分析對象，探討台灣零售產業現況以及家樂福為何切入電子商務、分析家樂福目前作法以及與競爭者之現有差異、家樂福電子商務未來的挑戰以及提升競爭優勢的策略行動規劃等問題。研究過程透過質化和量化研究方法進行分析，並利用分析結果建立台灣家樂福線上購物MAYDAY電子商務行銷和營運策略，作為未來發展的藍圖。

E-commerce is an inevitable market trend in retail. For physical retailers, current challenges include the impacts of e-commerce, developments of competitive advantages, and corporate transformation. This study used Taiwan Carrefour Online as a case study to examine current trends in Taiwan's retail industry and Carrefour's market position in the e-commerce industry, Carrefour's current e-commerce strategies and competitors, and future challenges and competitive strategies of Carrefour's online platform. We used both qualitative and quantitative analysis techniques to formulate Taiwan Carrefour Online's “MAYDAY” e-commerce marketing and operations strategy, which serves as a roadmap for future corporate development.