乘風破浪、勇往直前 — 零售產業品牌之經營與發展策略分析：以全聯福利中心為例

Abstract

全聯創立於1998年，至今已經有25年的歷史，最初承接軍公教福利中心的66間門市，轉為民營化的超市，截至2023年已有1,141間門市，為台灣市場佔有率最高的超市業者，更是全台灣最大的生鮮超市。在推出電商事業後，隨即成為全台最大生鮮電商，並進一步推出「全支付」創建以全聯為首的支付生態圈，且在2022年併購大潤發，跨入零售業中的量販業態。 本研究以個案分析法探討全聯的經營與發展策略，先由市場分析開始，探討全聯所處的超級市場產業概況，再分析全聯的主要競爭對手，然後進一步透過五力分析了解產業結構、競爭程度以及產業關鍵指標，並分析全聯在各項產業關鍵指標上的表現和匹配狀況，再者，透過剖析全聯之資源及能力，了解全聯是如何構築策略活動系統，為企業創造長期競爭優勢。之後，藉由觀察全聯歷史發展脈絡，了解其各階段成長策略，並深入探討各項關鍵競爭策略。最後，綜合產業分析與個案公司分析之結果，提供全聯未來經營與發展策略建議。 本研究結果指出，全聯透過便宜的定位切入市場，再大舉展店實踐規模經濟，也透過寄銷模式降低售價並增加可運用資金，且投入生鮮品類帶動來客數。全聯與供應商密切合作設立自有品牌拓展商品類別，也透過創新的行銷手法提升品牌形象與顧客黏著度。未來，全聯應持續拓展店面數，擴大規模經濟效應，並透過提升生鮮品類優勢，加深其與競爭對手的差異。全聯也應深耕會員經濟，利用龐大的會員數據，擴大虛實整合應用，並應積極利用大潤發量販業態的優勢，使整體商品品類成長、拓展客群，且發揮併購的綜效。

PX Mart was founded in 1998 and has a history of 25 years. It initially took over the 66 stores of the National Federation of Credit Co-operatives ROC and turned it into a privatized supermarket. As of 2023, it has 1,141 stores, which is the supermarket with the highest market share in Taiwan, also the largest fresh food supermarket. After launching the e-commerce business, it immediately became the largest fresh food e-commerce company in Taiwan, and further launched "PX pay plus" to create a payment ecosystem led by PX Mart. In 2022, it acquired RT-Mart and entered the hypermarket industry. This research discusses PX Mart’s business and development strategies by case analysis. It starts with market analysis, which discussed the general situation of the supermarket industry in which PX Mart is located. Then analyzed PX Mart’s main competitors, and further understand the industrial structure through five-force analysis, to better know the degree of competition and the key indicators of the industry. Also further analyzed the performance and matching status of PX Mart in various key indicators of the industry. Furthermore, analyzing the resources and capabilities of PX Mart helps better understand how PX Mart built a strategic activity system to create long-term competitive advantage. After that, observing the historical development of PX Mart helps to better know its growth strategies at each stage, and discuss various key competitive strategies in depth. Finally, based on the results of the industry analysis and case company analysis, the research gave suggestions on the future operation and development strategies of PX Mart. The results of this study pointed out that PX Mart entered the market through its low-price market position, and then expanded its stores in order to practice the economies of scale. The use of the consignment model lowered the selling price and increased the available capital. Also, the investment in fresh products drove the number of visitors. PX Mart worked closely with suppliers to set up its own brand to expand product categories and also enhanced brand image and customer engagement through innovative marketing techniques. In the future, PX Mart should continue to expand the number of stores, expand the economies of scale, and deepen its differences from competitors by improving its advantages in fresh food categories. PX Mart should also cultivate deeper in the membership economy, and utilize the huge member data to expand the integration of online and offline. Also actively use the advantages of RT-Mart's hypermarket business strategy to grow the overall product category, expand the customer base, and give full play to the synergy of the acquisition.