連鎖便利商店運用資訊通訊科技的經營策略對企業競爭優勢之影響---以統一超商為例

Abstract

由於整個經營環境的變遷，零售業面對競爭激烈的環境與顧客需求的快速變化，因此，欲藉由運用資訊通訊科技的經營策略來獲取優勢。 本研究採取探索性研究的方式來進行訪談，調查國內便利商店產業的領導廠商---統一超商作為研究的對象。希望達成下列三點目的： 1.透過資料蒐集認識國內外連鎖便利商店，以瞭解其產業特性及市場趨勢。 2.透過深入訪談，瞭解國內外連鎖便利商店對運用資訊通訊科技所採取的相關策略及執行狀況。 3.討論企業策略，歸納出影響因素及關聯性，並在命題中顯示出來。本研究能助企業的經營管理者思考未來實行資訊通訊科技的運用方式與決策取向。

Owing to whole business environments change, the retail industry faces violent competition and customers’ requirement variation, for the reason, retailers want to make use of Information and communication technologies strategy to catch competitive advantage. This study adopts exploratory research to investigate into the leader in convenience stores---7-Eleven.The major purposes of this study are as follow： 1. Understanding characteristic and market trend of chain convenience store industry, pass through gathering materials. 2. Understanding chain convenience stores make use of Information and communication technologies related strategy and the condition in executing, pass through deep interview. 3. Influence factors and relation of Information and communication technologies between strategy drawn from probing into interview contents and materials；they show in propositions. This study can provide the management level different Information and communication technologies thinking strategy and consider how to utilize in the decision making process.