零售業併購對於全通路整合之影響：以蘇寧收購家樂福（中國大陸）及統一收購家樂福（台灣）為例

Abstract

本研究探討了零售業在全通路整合及併購後整合方面的挑戰與機遇。零售產業的活力與變化，特別是COVID-19疫情後消費者習慣的改變，顯示出全通路(Omni-channel)概念的重要性。通過分析蘇寧易購併購家樂福（中國大陸）與統一併購家樂福（台灣）的案例，本研究旨在找出蘇寧易購併購失敗的原因，並對兩個併購案在全通路整合方面提出建議，探討如何加速併購後的全通路進程。 研究方法採用個案研究，選取亞太區域內具有可比性的兩個市場進行深入調查。研究發現，全通路整合需要注重無縫的顧客體驗、綜合數據分析、供應鏈與物流等方面。併購後的整合策略對於提升全通路進程至關重要，需要平衡策略依存度與公司獨立性，並保持彈性以適應市場變化。 本文首先通過文獻回顧釐清併購、全通路、零售業的相關概念，然後運用六力分析了解中國大陸和台灣市場的狀況。最後，以蘇寧易購和統一集團的併購案例進行對比分析，評估其綜效，並提出全通路整合的具體建議。儘管本研究因資料時間有限，對統一併購家樂福的綜效評估尚需後續觀察，但為零售業的全通路整合提供了有價值的洞見和策略建議。

This study explores the challenges and opportunities in Omni-channel integration and post-merger integration within the retail industry. The dynamism and changes in the retail sector, especially the shifts in consumer habits post-COVID-19, highlight the importance of the Omni-channel concept. By analyzing the cases of Suning's acquisition of Carrefour (Mainland China) and Uni-President's acquisition of Carrefour (Taiwan), this research aims to identify the reasons behind the failure of Suning's acquisition and provide recommendations for Omni-channel integration in these two mergers, investigating how to accelerate the post-merger Omni-channel process. The research adopts a case study methodology, selecting two comparable markets within the Asia-Pacific region for in-depth investigation. Findings indicate that successful Omni-channel integration requires a focus on seamless customer experience, integrated data analysis, and supply chain and logistics management. Post-merger integration strategies are crucial for advancing Omni-channel processes, requiring a balance between strategic dependency and company independence, while maintaining flexibility to adapt to market changes. This study begins with a literature review to clarify concepts related to mergers, Omni-channel, and the retail industry, followed by a six-force analysis to understand the market conditions in China mainland and Taiwan. Finally, a comparative analysis of the Suning and Uni-President merger cases is conducted to assess their synergy and propose specific recommendations for Omni-channel integration. Although the evaluation of Uni-President's acquisition of Carrefour requires further observation due to limited data availability, this research provides valuable insights and strategic suggestions for Omni-channel integration in the retail industry.