Development Strategy of New Retail for FamilyMart: Study of Community e-Commerce

• Main Authors: Hsiao-Jou Lin, 林孝柔
• Other Authors: 陳俊忠
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/annt69

碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === New retail and customer orientation has always been the two topic of concern in traditional retail industry in recent years. Taking FamilyMart as the research object, this study summarizes the process of transforming the traditional retail industry into new retail and the past strategy in e-Commerce. This study focuses on the two topics of new retail and customer orientation. Through literature research and analysis, this studies summarizes the business model, industry characteristics and value chain of community e-commerce and subscription economy. Also, this studies confirms whether the business model of community e-commerce and subscription economy is the opportunity and possibility for the development of traditional retail industry in the future. In terms of research methods, this study mainly adopts case study method, and further conducts literature research and in-depth interviews to enrich research content. Based on the outstanding performance on e- commerce of FamilyMart in the recent years, this study chose FamilyMart as the research object. Through case analysis, this study summarizes the past strategy in e-Commerce of FamilyMart and the possibilities and opportunities for future e-Commerce development strategy of new retail in Taiwan.