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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/148483


    Title: 連鎖便利商店在虛實融合上的動態競爭：以全家便利商店及7-ELEVEN在應用程式上的競爭為例
    Dynamic Competition of Convenience Store Chain in OMO business model: Case Study of 7-ELEVEN and Family Mart in APP Competition
    Authors: 陳學萱
    Chen, Hsueh-Hsuan
    Contributors: 許牧彥
    陳學萱
    Chen, Hsueh-Hsuan
    Keywords: 動態競爭
    OMO
    連鎖便利商店
    應用程式
    Dynamic Competition
    OMO
    Convenience store
    Application
    Date: 2023
    Issue Date: 2023-12-01 10:39:34 (UTC+8)
    Abstract: 隨著網際網路的發展趨勢及行動裝置的普及使用，使得人們一改過去的消費習慣，利用線上平台完成購物的需求，便利商店業者面對電子商務崛起的壓力，實體門市的優勢已不如過往，需要透過數位轉型保持競爭優勢。因此便利商店紛紛推出應用程式做為虛實融合的策略發展重點，進而提升消費者的體驗並同時滿足其需求。
    針對7-ELEVEN及全家便利商店分別於2015年及2016年推出自有應用程式，身為便利商店龍頭的7-ELEVEN即使推出的時間較早，初期的會員數量及成長速度卻不如全家便利商店，然至2023年，兩家便利商店的會員數量不相上下。因此認為此段期間兩家便利商店在應用程式功能上的競爭互動有值得探討之處，又了解到目前較少論文進行便利商店應用程式之動態競爭研究，故興起此一研究方向。
    除了利用動態競爭理論為主要的研究架構外，本研究希望利用商標及專利的資訊，分別做為市場共通性和資源相似性的領先指標，以分析兩家企業的策略意圖，探究策略意圖如何影響彼此之間的動態競爭關係。本研究也根據結果分析，在面對OMO商業模式的衝擊，給予便利商店業者在推出應用程式之功能服務的建議與發展方向。
    With the trend of the Internet and the use of mobile devices, people have changed their consumption habits. In the past, they preferred to shop in physical stores. Nowadays, people use online platform to meet their shopping needs. Convenience stores are facing the pressure of e-commerce, and physical stores are no longer an advantage for convenience stores. To maintain their competitive advantage, convenience stores have to conduct digital transformation. Therefore, convenience stores have launched apps to enhance costumer experience.
    For 7-ELEVEN and Family Mart, they launched their own apps in 2015 and 2016 respectively. Even though 7-ELEVEN, the leading convenience store, launched the app earlier than Family Mart. The number and the growth rate of members was not as good as that of Family Mart. However, by 2023, the number of members in two convenience stores is nearly the same. It is believed that the competition and interaction between two convenience stores during this period is worthy of discussion.
    In addition to use “An Intergrated Framework of Competitor Analysis and Interfirm Rivalry “as the main research framework. This study hopes to use trademark and patent information as leading indicators of market commonality and resource similarity to analyze the strategic intentions of two companies. Based on the analysis of the result, this study also provides suggestions and development directions for convenience stores in launching functions in application.
    Reference: 中文文獻:
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    110364117
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110364117
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

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