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研究生:鄭秀枝
研究生(外文):Shiu-Chih Cheng
論文名稱:台商百貨業者在中國大陸市場經營模式之研究
論文名稱(外文):The Business Model of Department Store- Cases of Taiwanese Companies in China
指導教授:蔡瑤昇蔡瑤昇引用關係
指導教授(外文):Yau-Sheng Tsai
口試委員:廖森貴黃振豊
口試委員(外文):Sen-kuei LiaoHUANG, CHENG-LI
口試日期:2012-06-08
學位類別:碩士
校院名稱:國立臺北科技大學
系所名稱:管理學院經營管理EMBA專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:104
中文關鍵詞:百貨業個案研究法經營模式
外文關鍵詞:Department industryCase studyBusiness model
相關次數:
  • 被引用被引用:1
  • 點閱點閱:151
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
中國大陸市場龐大,加上近幾年經濟發展快速,許多台商已經紛紛至大陸發展。由於發展快速,許多大型城市的百貨業面臨高度競爭的狀況,百貨業者若無特殊的經營模式、品牌或風格,將喪失其競爭之能力。因此,各家百貨業者要如何針對當地市場的需求,創造屬於企業本身的競爭優勢和經營模式,顯得更加重要。
本研究採用個案研究法,針對台商百貨業者在中國的發展,選取三家個案公司進行深入研究,從企業之價值鏈、策略型態等等方面著手,最後提出台商百貨業者在大陸之經營模式比較分析。
本研究提出以下幾點結論。第一、分析個案公司之經營模式。位在河南四級城市的A百貨公司在經營模式上的特點在於搶先進入成本低廉的三四級城市,取得土地並自建建物,且建立起消費者心中的品牌形象。位在河南二級城市的B百貨公司在經營模式上的特點在於本身集團式和多元化的經營,將提升其經營效率和創造規模經濟。位在北京一級直轄市的C百貨公司經營模式上的特點,在於其在北京設立的創始店,已經塑造其亞洲最高級的購物中心與品牌旗艦店之形象。第二、個案公司經營模式相同點,包括:創立期間、產品組合、聯營模式、競爭狀態與產品促銷。第三、個案公司經營模式相異點,包括:創始店設立地點、規模經濟、先進者優勢、土地與建物取得、未來區位選擇。
上述結論,本研究組合歸納出個案企業之經營概念圖,並比較個案企業之間的相同點及相異點,三個個案有其經營特色與差異,但是仍可歸納台商百貨業的共同性與成功關鍵,因此,對於未來有意進入或正在進入中國市場之百貨業,本研究提供了一個借鏡,可做為其他業者的參考。



Chinese mainland has the huge market and rapid economic developments, many Taiwanese business people already move their business to China. Couse of rapid development in many large cities, the department store industry faces the highly competitive situation. If the department store doesn’t have it special business model, brand or style, it will lose competitive ability. Therefore, how to find local customer’s need and create the competitive advantage and business model is very important for the department store.
This research uses case study method and selects three department stores in China. The study will analysis the value chain, creative model and strategies, finally compare the department store’s business model in china.
This study proposes the following conclusions. First, the study analyzes the business model of three companies. Characteristics of the A company in the business model is the first to enter the cost of three of the four cities, access to land and self-built building and establish the brand image of the minds of consumers. B company is characterized on the business model itself, syndicated and diversification of business, will enhance its operational efficiency and create economies of scale. C company´s business model on the characteristics of its founding shop set up in Beijing, has been shaping Asia''s most advanced shopping center and brand image. Second, in business model, the cases have some same conditions, including: company’s setting time, product portfolio, associated mode, competition and product promotion. Third, the cases have some different conditions, including: first store’s location, economies of scale, how to get land and buildings, future’s location and mover advantage.
The above conclusions, three cases combination the business model and compares the same points and different points between the three cases. Although three cases have their difference business model, but our study could be summarized some common and key success factors in department store industry. Therefore, this study can be a good reference for the other company which intends to enter the Chinese market.


目錄
摘 要 i
ABSTRACT iii
誌 謝 v
表目錄 ix
圖目錄 x
第一章 緒論 1
  1.1 研究背景與動機 1
  1.2 研究目的 3
  1.3 研究流程 4
  1.4 研究限制 6
第二章 文獻探討 7
  2.1 競爭優勢 7
  2.2 價值鏈分析模式 12
  2.3 競爭策略 18
  2.4 經營模式 21
  2.5 經營模式的創新與變革 33
第三章 研究方法 37
  3.1 個案研究法 37
  3.2 研究架構 40
  3.3 訪談問題設計 42
  3.4 資料蒐集與訪談對象 45
第四章 個案分析 46
  4.1 中國大陸零售市場概況 46
  4.2 個案公司介紹 50
  4.3 A百貨公司個案分析 55
  4.4 B百貨公司個案分析 64
  4.5 C百貨公司個案分析 70
  4.6 經營模式比較分析 75
第五章 結論與建議 76
  5.1 結論 76
  5.2 建議 79
參考文獻 80
附 錄 86
附錄一、A百貨公司訪談摘要 87
附錄二、B百貨公司訪談摘要 95
附錄三、C百貨公司訪談摘要 102


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