The Analysis of Business Strategy of Countrywide 3C Chain-Retailing Industry: A Case Study of E-Life Mall

• Main Authors: Ping-Ping Li, 李頻萍
• Other Authors: 高人龍
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/22097786220074272742

碩士 === 輔仁大學 === 管理學研究所 === 93 === The advancement of information technology drives development of 3C retail industry. Old consumer electronic company began to sell the 3C product. To obtain the competition advantage, they select chain-retailing style. There are only two Countrywide companys in this market. E-Life Mall is the oldest company in Taiwan market, because the new competitor, their operational achievements was downgrade. This research was to analize the strategic plan about E-Life Mall, and hope to provide strategy of operational situation improvement. We achieved the following conclusions: 1. The 3C chain-retailing industry’s industry structure is very centralize. Two companys are more and more big. We discover that E-Life Mall lost thair leader position after 2002. 2. The key success factors of 3C chain-retailing industry are tight retail sales and low price strategy. 3. E-Life Mall’s advantages are flexible store level and complete train system. Their strengths are short of selfbrand and less company product. 4. E-Life Mall’s opportunitys are family style change and product function and the consumer pay attention to service. Their threats are the consumer’s high price impressions about E-Life Mall and benifitless strend about computer product. 5. We suggest E-Life Mall select the market infiltration of growth strategy, and assist the differentioation strategy.