歐美雜貨折扣連鎖商店的經營模式在中國發展可行性之探討

Abstract

雜貨折扣連鎖商店的源起可追溯至美國經濟大蕭條的年代。當時由於人們的生活貧困，廉價商品的吸引力非常龐大；此後，雜貨折扣連鎖商店的成長速度飛快，受到業界好評，也逐漸成為各種收入等級消費者都會光顧的商店。雜貨折扣連鎖商店在歐美、澳洲或甚至是日本都有代表性的市場領導者，但截至目前為止，中國市場對於雜貨折扣連鎖商店的認識程度偏低，中國也尚未出現高知名度之雜貨折扣連鎖商店品牌。本研究透過訪談及財務分析探討雜貨折扣連鎖商店於中國市場發展的可行性，從市場、消費型態、商品定位、品牌經營及財務構面分析中國市場和歐美市場的異同，並擬出適合中國市場發展的雜貨折扣連鎖商店經營模式。

Chain dollar stores first gained popularity during the Great Depression, where circumstances greatly increased the attraction of inexpensive goods. Following this, the chain dollar store industry grew rapidly, and the business model proved highly successful as consumers of all income brackets flocked to stores. There are market leaders in the chain dollar store industry in the US, the UK, Australia, and even in Japan, but understanding of the chain dollar store industry is currently lacking in China, and a market leader has yet to emerge. Through interviews and financial analysis, this study examines the feasibility of setting up a chain dollar store in the Chinese market; the study analyzed market factors, consumer preference, product placement, brand management, and financial records and also compared Western and Chinese markets. Our study proposes a possible business model that could be suitable for chain dollar store development in the Chinese market.