實體綜合零售商策略分析─以P公司為例

Abstract

本論文主要研究因近年拓展分店數量而為大眾所熟知的生活用品百貨─P公司，而不論是市場上的消費者或是股票市場的投資人，對P公司近年來崛起的成績都是有目共睹的，並且共同見證了P公司從南到北持續擴展的門市據點，以及每年以兩成營收成長率不斷成長的公司，甚至在股價表現上，短期之內就從每股225元的價格，一路上竄到了最高402元的天價，市值也一路不停的再創新高。 本研究由台灣整體經濟的概述著手，探討目前民生消費市場的消費者行為、偏好等，並透過對零售產業的分析，定義P公司在台灣消費市場的定位；並且，再由P公司過去的歷史資料，呈現P公司發展史階段性的成長，並就其營運狀況、獲利績效與各階段之經營模式與策略作一系列詳盡的分析；再者，本文對市面上消費者的進行了一份問卷調查，期望藉由問卷結果客觀的分析，驗證在本文的後段研究寶雅目前在市場上的競爭關係與優劣勢等利基點的分析。最後，本研究在本文的結尾，將前面一連串的分析結果做一綜合性討論，並提出P公司於未來可行之建議，並將其分為短期與長期的發展策略，以供P公司營運團隊之參考或作為往後類似之生活用品百貨崛起之借鏡。 本文研究以市場消費者的角度切入，並以行銷層面與管理層面的原理、方法進行分析，雖有P公司上市櫃之公開資訊及財務年報可供參閱，但對於P公司其餘內部資訊之取得有限，後續研究建議可進行對於P公司內部人以及供應鏈廠商之訪談，利用進出貨及各分店的營業數據等，可更深入探討P公司各類策略之實際成效。

In recent years, P company becomes more and more famous in Taiwan. Since issuing securities through traded-over-counter in 2002, P company have raised a large number of funds from capital market. Thanks to capital market, P company is able to keep expanding selling spots very quickly. So far, there have been 131 P company selling spots in Taiwan and those are not only just gathering in Southern Taiwan but expanded to Northern Taiwan, too. After P company going public, investors can get information in P company easier. The success in stock performance of P company is obvious to everyone, which means that P company have received recognition from Taiwanese investors and even foreign investment. The stock price of P company hit new records constantly and got to a historic peak of 402 NT dollars per share.

The economic success in Taiwan over this period has been a particularly important driving force of improving the purchasing power of Taiwanese consumers. In addition, no matter how unprosperous the economy is, consumers keep buying daily necessities all the time. First, the study begins with the economic environment in Taiwan, and then investigates how consumers adjust their behaviors according to it. Second, conduct the analysis about retailer industry and define the role P company plays in the industry. Through the historical data of P company, explain why P company can expand so rapidly that it becomes the chatter on the street in Taiwan now. Third, analyze the business model and Business strategies P company have used and conduct questionnaire to propose the evidence of the analysis. Finally, make a comprehensive discussion to conclude and suggest some feasible strategies to P company.