全家便利商店之新零售發展策略—以社區電商為例

Abstract

隨著網際網路、行動載具的普及，使得國人使用非現金支付的比例上升；科技的進步也使得無人便利商店成為話題；會員經濟的趨勢，更使得各家便利商店開始向上游整合會員，創造價值。消費者的生活購物習慣已經改變，「新零售」成為零售業者關注的議題。再加上，科技改變優化消費者體驗、產品服務資訊搜尋成本降低，顧客意識逐漸提升，企業也越來越以顧客為導向提供服務與產品，因此，新零售與顧客導向是近幾年來傳統零售業所面臨到的兩大議題。 本研究以新零售、顧客導向兩個議題做為研究的主題，透過文獻回顧、資料分析研究社區電商與訂閱經濟的商業模式、產業特性、價值鏈，最後確認社區電商與訂閱經濟的商業模式是否為未來傳統零售業發展的機會與可能。同時，以全家便利商店為個案企業，透過幾次訪談整理傳統零售業轉型新零售的過程，以及在新零售與顧客導向為趨勢的情況下，個案企業如何發揮其實體店鋪的優勢，以顧客為中心的服務模式，發展及優化社區電商、訂閱經濟的商業模式，並試著整理個案企業發展社區電商時，參與者潛在的痛點，並協助個案企業找到適應的解方。 在研究方法上，本研究採取個案研究法，另透過文獻蒐集、深度訪談進行深入的研究。基於全家便利商店近幾年於電子商務上積極的策略佈局，因此本研究選擇以全家便利商店作為研究的對象。透過個案分析，整理全家在電子商務過去的佈局策略，以及台灣未來電子商務發展的可能與機會。

New retail and customer orientation has always been the two topic of concern in traditional retail industry in recent years. Taking FamilyMart as the research object, this study summarizes the process of transforming the traditional retail industry into new retail and the past strategy in e-Commerce. This study focuses on the two topics of new retail and customer orientation. Through literature research and analysis, this studies summarizes the business model, industry characteristics and value chain of community e-commerce and subscription economy. Also, this studies confirms whether the business model of community e-commerce and subscription economy is the opportunity and possibility for the development of traditional retail industry in the future. In terms of research methods, this study mainly adopts case study method, and further conducts literature research and in-depth interviews to enrich research content. Based on the outstanding performance on e- commerce of FamilyMart in the recent years, this study chose FamilyMart as the research object. Through case analysis, this study summarizes the past strategy in e-Commerce of FamilyMart and the possibilities and opportunities for future e-Commerce development strategy of new retail in Taiwan.