導入生鮮蔬菜對肉品超市業績之影響 －以A肉品超市為例

Abstract

本研究旨在探討肉品專賣超市導入生鮮蔬菜銷售對業績的影響，以台灣 A肉品超市為案例進行分析。A 超市自 2013 年開業以來，專注於高端進口肉品的銷售。然而，隨著市場競爭加劇，單一高單價肉品的經營模式逐漸面臨挑戰。為應對此問題，A肉品超市於 2022 年第四季擴大產品線，新增蔬菜、水果及蛋奶製品等民生必需品，期望藉此吸引更多顧客，增加客流量並提升營業額。 本研究透過實地調查與 ERP 系統銷售數據分析，發現引入蔬菜類產品後，顧客來店次數顯著提升，雖然客單價略有下降，但營業額與客流量均呈現增長趨勢。同時，蔬菜產品的導入有效促進了交叉銷售，提升了顧客滿意度及品牌形象。此外，本研究指出此策略的多重優勢，包括提高顧客來店頻率、擴大市場覆蓋範圍及優化供應鏈成本。 為進一步驗證上述發現，本研究結合質性訪談與量化問卷調查，對 A 超市的經營模式進行深入分析。結果顯示，擴大產品線並引入健康食品的策略，不僅有效促進業績增長，亦為其他肉品超市在應對市場挑戰時提供了具有實踐價值的經營參考。

This study aims to explore the impact of introducing fresh vegetable sales on the per- formance of supermarkets specialized in meat, with Frank Meat Market as a case study. Since its establishment in 2013, Frank Meat Market has focused on selling high-end im- ported meat products. However, with increasing market competition, the traditional high- price meat sales model has struggled to maintain its market advantage. In response to this challenge, Frank Meat Market expanded its product line in the fourth quarter of 2023 by introducing essential daily goods, such as vegetables, fruits, and dairy products, to attract more customers and increase foot traffic, ultimately boosting sales. The research found that while the introduction of vegetable products slightly decreased the average spend- ing per customer, there was a significant increase in customer visits, leading to a rise in both sales and foot traffic. Through field surveys and ERP system sales data analysis, this study concludes that the introduction of vegetable products has a positive impact on the supermarket＇s performance, effectively promoting cross-selling, enhancing customer satisfaction, and improving brand image. Additionally, the study discusses the multiple advantages of introducing fresh vegetables into meat supermarkets, including increasing customer visits, expanding market coverage, and reducing supply chain costs. This study uses a combination of qualitative interviews and quantitative surveys to conduct a detailed analysis of Frank Meat Market＇s business model. The findings indicate that diversifying the product line and introducing healthy food options play a significant role in boosting the performance of Meat Markets and provide valuable strategic insights for other meat- focused supermarkets facing market competition.