| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 93 === Abstract
Up until the end of 2004, the number of chain convenience stores in Taiwan has exceeded 8100. In terms of density, Taiwan also surpasses Japan, becoming the number one in the world. With that being said, every 3,000 people (or less) share one convenience store in Taiwan. The competition of the convenience store business is the strongest than ever. After the battles of all the years, only top players survive and yet these large chain stores no longer deal with the competitions from the competitors, but the customers themselves, which seems to be ever changing. As the products and services provided by each chain converge, brand has become the key factor, second to location, to the market share and consumer bias.
“Brand” has long the magic power in marketing. Building a brand inside the consumers’ mind is now the primary subject that each company has to pay attention. There are a lot of researches on convenience stores in the past, of which most of them focused on specific selling strategies. There is not yet a research that concentrates on building a brand. This research studies the process of building a brand and the corresponding brand strategy, through the case of Family Mart. It is found that:
(1) Novelty, variety, and speed are the backbone of branding in the chain convenience stores.
(2) Brand differentiation lies in the differentiation of products sold in the chain convenience stores.
(3) Family Mart which already has its brand should continue to grow the business based on the existing branding image.
This research also make suggestion about the strategy of future brand developing for this studied company and point out some possible direction for following study.
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