| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 97 === In recent years, the density of retailer stores such as convenience stores, supermarkets, wholesale stores are increasing in Taiwan. Customers’ shopping areas are also relatively overlapped. Also, in order to have higher market share in business, every store promotes different strategies in marketing so as arising a Red Ocean fighting between channels. Supermarkets are unlike wholesale stores in quantity of merchandises and the number of branches; therefore, how to survive in the competitive fighting of Blue Ocean strategy is a serious issue that supermarkets should be aware of.
The subjects of this study are chain supermarkets in the central of Taiwan and explore the distinguishing features of their own to increase customers and turnover especially facing economy depression in domestic and under the competitive convenience stores markets. Through having interviews with several CEO at supermarkets and talked about the operation strategies, it could conclude the direction of Blue Ocean strategy after understanding the SWOT matrix strategy of central chain supermarkets. Meanwhile, distributing questionnaires to customers in central area and investigating customers’ purchasing behaviors and choices of chain supermarkets. The following four key elements are the discovery of comparison.
1.The purchasing motivation in customers’ shopping choice mostly is daily supply, such as fresh vegetable, fruits, milk, egg, etc. Thus, chain supermarkets have to increase the quantity of daily supply, not merely emphasize on the cheap price as the competitive strategy.
2.Customers go to chain supermarkets that mainly sell groceries for purchasing every week is about 44 percent; therefore, designing small packages could keep fresh which are demanded and different from wholesale stores.
3.Convenience is the most important element that customers considered; therefore, chain supermarkets should stress the feature of convenience and increase the variety of daily merchandises so that promoting customers’ return rate.
4.Customers always care about the safety of food products; thus, the investment of supermarkets ought to establish research and development department of food products as checking on the quality for customers, that is very different from other supermarkets could offer.
The conclusion of this study could be as reference resources for chain supermarkets in operation and find out their own proper Blue Ocean strategy in the competitive and rival approach of Red Ocean and possesses consumers’ supports.
Keywords: Chain Stores, Supermarket, Operation Strategy, Blue Ocean Strategy
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