台灣百貨產業及超市之水產專櫃經營策略研究 —以N公司為例

Abstract

本論文主旨在探討台灣經濟起飛時期，百貨業的歷史及百貨超市在八十年代崛起漸漸取代傳統雜貨店進而進入百貨業的系統中，成為現代百貨公司不可或缺的一環其演進的過程；其中剖析了百貨業者的超市經營方式及超市內部各部類的相互關係。 本研究以N公司在台灣百貨超市內專櫃實際個案並結合相關管理理論，探討N公司進入台灣市場展店，包含產品導入策略、銷售策略、新業態發展及經營環境分析都有說明；並對於面臨消費形態改變，以第三者的立場給予建議。而個人認為N公司最重要的的成功因素在於它本身的專業的水產背景且在適當時機導入平價壽司並普及於市場的同時也將高級水產品在超市普及化（例：黑鮪魚、帝王蟹、海膽⋯）。並與知名百貨系統合作，提供了更多服務顧客的機會。然目前大環境競爭激烈，購物型態的改變，客層的年輕化仍是N公司必須努力面對的課題。

The main purpose of this thesis is to discuss the history of Taiwan ’s economic take-off, the history of the department store industry and the gradual rise of department stores in the 1980s It has replaced the traditional grocery store and entered the department store system, becoming an indispensable part of the modern department store. Its evolution Process; which analyzes the department store ’s supermarket management mode and the interrelationship of various departments within the supermarket. This study uses the actual case of N company ’s counter in Taiwan ’s department store and combined with related management theories to discuss the introduction of N company into the Taiwan market exhibition store, including product introduction strategy, sales strategy, new business development and business environment analysis. When the consumption pattern changes, give suggestions from the standpoint of the third party. I personally think that the latest important success factor of N Company lies in its own professional aquatic background and the introduction of cheap sushi at the right time and popularization in the market. At the same time, it also popularizes high-level aquatic products in supermarkets (for example: black tuna, emperor) Crab, sea urchin ...). And cooperation with well-known department stores system provides more opportunities to serve customers. However, with the current fierce competition in the environment and the change in shopping patterns, the rejuvenation of the customer base is still a problem that N Company must strive to face.