臺灣博碩士論文加值系統

這篇論文主要是以全聯福利中心作為研究對象，探討其展店策略與競爭之關係。收集2012年至2018年相關跨業態零售商（超級市場、便利商店、零售式量販店）的資料，結合以鄉鎮市區為單位的社會經濟變數，採用追蹤資料的模型進行分析，檢視全聯的展店策略是否會受到跨業態零售商的影響。實證研究結果顯示，由於相殘效應（cannibalization effect）的存在，全聯會避免在同一市場中擁有過多店鋪，以防止同品牌之間互相競爭。此外，在考慮其他超市品牌的影響，實證結果也發現存在商業竊盜效果（business-stealing effect）。總而言之，全聯為了減少與自身和其他品牌超市間的競爭，會降低在同一個市場開店的意願。最後，本文也發現與跨業態零售商競爭，尤以便利商店對全聯進場意願具有正向效果，而量販店的影響則為不顯著。

關鍵詞：連鎖超級市場、進場策略、跨業態零售產業競爭

This paper explores the expansion strategy and competition for multi-store retailing firms in Taiwan. Constructing a Panel data from 2012 to 2018, we empirical analyze whether the expansion strategy is affected by cross-industry retailers (supermarkets, convenience stores, and discount stores), and we also consider the social and economic factors in the models. The results show that PX Mart avoids having too many shops in the same market due to the cannibalization effect. In addition, there is a business-stealing effect when considering other-brand competitors of supermarket. In summary, PX Mart will less entry into the same market to reduce competition with own-brand and other-brand supermarkets. Finally, we find that cross-industry retailers will affect the PX Mart’s entry decision. Especially, there is a positive effect of convenience stores but no significant effect of discount stores on expansion strategy of PX Mart.

Keywords: Supermarket chain store; entry; multistore retailing industry competition

謝詞 i
中文摘要 ii
英文摘要 iii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第二章 文獻回顧 4
第一節 市場定義 4
第二節 區域差異 5
第三節 競爭與其他影響因素 5
第三章 產業背景與資料描述 9
第一節 產業背景 9
1.1超級市場 9
1.2全聯福利中心 12
2. 便利商店 13
3. 零售式量販店 15
第二節 資料來源 17
第三節 變數說明與敘述統計 18
第四節 分布概況 22
第四章 模型設定與迴歸結果 28
第一節 模型設定 28
第二節 迴歸結果 30
第五章 結論 40
參考文獻 42
附錄 44

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