我國個人電腦零售店面競爭利基之研究

Abstract

我國個人電腦產業處於嚴峻的全球競爭，即使連個人電腦零售店面也都面臨經營型態上的重大衝擊。本篇論文的目的在探討台灣個人電腦零售店面之經營型態與競爭策略。 台灣個人電腦零售市場大致可區分為四種經營型態，分別是強調「低價格」的傳統零售店面；強調「便利服務、地區經營」的社區連鎖門市；強調「大賣場、一次購足」的大型展示中心；以及強調「多點營運、多樣產品」的電腦百貨連鎖店。這四種經營型態各自有其訴求的消費客群。 本研究以「外部營業型態的特徵」及「內部營運控管的方式」作為探討PC店面經營競爭的兩個主軸。 此外在電腦零售市場中，本研究觀察到電腦門市會運用價格、成本、產品線和行銷手法四種類型之競爭策略來取得優勢的競爭地位。店家會利用一些合法或非法的方式來降低產品成本及價格；產品線的策略促使大型賣場和專賣店興起；免費電腦與租賃電腦的銷售則有助於店家知名度的開拓。 產業的外部威脅則會影響整個個人電腦零售通路的運作方式。本論文從一些資料的蒐集歸納為：新資訊產品的加入、新銷售管道的出現、保修體系的成立與電子商務的盛行。這些威脅將取代個人電腦零售店面部分的通路功能。 目前價格仍是個人電腦零售店面最大的競爭焦點，店面的地點則決定了店家營運的模式，現金周轉和控制維繫店家的生存，而售後服務將是未來的利潤來源。本論文最後建議個人電腦零售業者應與上游建立良好的合作關係、擴充資訊產品線、從事資訊化與網路化、塑造優良的品牌形象，以及招募優良的員工。

The global market of personal computer (PC) been under keen competition in recent years. This thesis is devoted to analyzing the business models ,the market structure and the competitive strategies of Taiwan PC outlets. Taiwan’s PC outlets can be categorized into four sectors: the traditional PC shops, the community shops, the PC malls, and the PC retail chains. Among them, the traditional PC shops focus on “low price” strategy; the community shops emphasize on “convenience and localization”; PC malls focus on “big show space and one-stop-shopping”; PC retail chains rely on “multiple services and rich supply of products”. This study addresses this topic from two aspects, “market structure outside the operation of a PC outlet. and “the management issues inside the operation of a PC outlet”, to analyze the conditions of Taiwan’s PC outlets. Taiwan’s PC outlets are found to exercise four types of competitive strategies: price, cost, products and marketing. This study concludes that the price, cost, location, cash control, and service are four key success factors of Taiwan’s PC outlets. Taiwan’s PC outlets are recommended to build a cooperative relationship with the suppliers, expand the product lines, adopt advanced information technology, establish brand name, and recruit competent employees.