中國市場的崛起，刺激內需蓬勃成長，外商國際零售業者，也紛紛將中國市
場視為是主要國際擴張的地點選擇。然而，零售業者在當地投資公司的資源結構，
也進一步牽動在當地市場的策略定位與佈局。本研究以上海地區為研究地點，透
過台灣兩家零售業龍頭7ELEVEn 與全家在上海的競爭，瞭解這兩家外商企業在不
同資源基礎結構下，如何不同的策略定位，以及對目標顧客產生不一樣的顧客滿
意度。研究結果顯示，對於重視最終消費者的零售產業而言，不同資源基礎，會
影響到所選擇的供應商合作策略，與後續策略定位上產生差異，最終影響到競爭
優勢。研究結果可對於外商企業進入新興市場零售產業，提供具有實務價值的參
考依據。

As Chinese economy grows up gradually, it induces the high growth rate of
retailing market. As a result, many international retailers try to search the possible
growth opportunities in the China market. However, immense Chinese market is
characteristic of vague legislations and dynamic environment, so inventors’ local
resources bases are critical. Theoretically, the multinational company’s entry mode will
be related closely with the resource of foreign subsidiary. This study chooses Shanghai
area as a subject. By utilizing the case comparison of 7ELEVEn and Family Mart
companies, the study tries to employ the resource-based and the strategic position
viewpoint to examine the strategic position and the customer satisfaction of the two
large multinational companies. The finding reveals that multinational company’s
distinctive resource base will influences its strategic position, the cooperative strategy
with the suppliers, and the customer satisfaction. The finding provides referable
outcome with those retailing multinational companies aiming to enter the emerging
markets.

目錄
論文審定書 .................................................................................................... i
誌謝 ............................................................................................................... ii
摘要 .............................................................................................................. iii
ABSTRACT ................................................................................................ iv
第一章緒論 ................................................................................................... 1
第一節 研究背景 .................................................................................................... 1
1.1.1 中國內需市場 ...................................................................................... 1
1.1.2 中國零售業發展 .................................................................................... 4
第二節 問題來源 .................................................................................................... 8
1.2.1 7-11 與全家兩岸差異 .......................................................................... 8
1.2.2 解釋跨國企業差異各理論 .................................................................... 9
第三節研究重要性 ................................................................................................ 12
第四節研究流程 .................................................................................................... 15
第二章文獻探討 ......................................................................................... 17
第一節資源基礎論 ................................................................................................ 17
2.1.1 資源基礎理論發展 ............................................................................... 17
2.1.2 資源、核心能耐、能力與動態能力 ................................................... 19
2.1.3 競爭優勢 .............................................................................................. 23
2.1.4 國際企業當地資源 .............................................................................. 26
第二節策略定位 .................................................................................................... 28
2.2.1 策略定位觀點 ....................................................................................... 28
2.2.2 策略定位決定因素 ............................................................................... 30
第三節零售產業 .................................................................................................... 31
2.3.1 零售產業分類 ....................................................................................... 31
2.3.2 零售業競爭優勢來源 ........................................................................... 33
2.3.3 重要競爭優勢來源-供應商 .................................................................. 36
第四節假說推導 .................................................................................................... 38
2.5.1 評估策略定位-顧客價值 ...................................................................... 38
2.5.2 顧客價值-顧客滿意度 ......................................................................... 40
2.5.3 商店形象-便利性 .................................................................................. 41
2.5.4 商店形象-人員服務 .............................................................................. 41
2.5.5 商店形象-商店氣氛 .............................................................................. 42
2.5.6 供應商來源 ........................................................................................... 42
2.5.7 單一來源供應商-商品價格 .................................................................. 43
2.5.8 單一來源供應商-商品口味 .................................................................. 43
第五節研究架構 .................................................................................................... 44
第三章研究方法 ......................................................................................... 45
第一節研究對象 .................................................................................................... 45
第二節資料收集 .................................................................................................... 49
第三節問卷構面定義 ............................................................................................ 50
3.3.1 顧客滿意度構面選擇 ........................................................................... 50
3.3.2 便利性 ................................................................................................... 52
3.3.3 鮮食產品價格 ....................................................................................... 53
3.3.4 鮮食產品口味 ....................................................................................... 54
3.3.5 人員服務 ............................................................................................... 55
3.3.6 商店氣氛 ............................................................................................... 55
第四節研究分析工具 ............................................................................................ 57
第四章研究結果 ....................................................................................... 58
第一節 訪談結果 .................................................................................................. 58
4.1.1 資源基礎 ............................................................................................... 58
4.1.2 供應商來源與鮮食產品 ....................................................................... 61
4.1.3 門市管理 .............................................................................................. 63
4.1.4 策略定位 ............................................................................................... 65
第二節研究結果分析 ............................................................................................ 66
4.2.1 各項構面信度分析 ............................................................................... 66
4.2.2 總構面信度分析 ................................................................................... 71
第三節假說驗證結果 ............................................................................................ 74
4.3.1 成對樣本T 檢定 ................................................................................... 74
4.3.2 假說驗證結果 ...................................................................................... 75
第五章研究結論與建議 ........................................................................... 76
第一節研究結論 .................................................................................................... 76
第二節產業建議 .................................................................................................... 78
第三節 研究限制與未來研究建議 ...................................................................... 80
參考資料 ..................................................................................................... 82
中文部分 ........................................................................................................... 82
英文部分 ........................................................................................................... 85
附錄一 上海外商便利店問卷 .............................................................................. 99
圖目錄
圖1-1 1978 年~2012 年中國人均GDP ................................................... 2
圖1-2 1978 年~2011 年上海人均GDP ................................................... 4
圖1-3 1990 年~2002 年上海恩格爾係數 ................................................ 4
圖1-4 本研究流程圖 .............................................................................. 16
圖2-1 Javidan 資源、能力、能耐、核心能耐 ................................... 20
圖2-2 Ljungquist 資源、能力、能耐、核心能耐 .............................. 21
圖2-3 Hitt et. al.競爭優勢 ...................................................................... 24
圖2-4 Hax &Wilde 新策略定位模型 .................................................... 29
圖2-5 零售業資訊能力應用 .................................................................. 35
圖2-6 Ulaga & Chacour 顧客價值元素 ............................................... 39
圖2-6 本研究架構圖 .............................................................................. 44
圖4-1 上海全家股權分布 ...................................................................... 60
表目錄
表1-1 人均GDP 與零售業態關係 .......................................................... 5
表1-2 上海便利店店數分析 .................................................................... 7
表2-1 資源基礎論各時期觀點與發展 .................................................. 22
表2-2 綜合商品零售產業近五年營業額 .............................................. 32
表2-3 Levy & Weitz 競爭優勢來源 ...................................................... 33
表3-1 樣本性別分布 .............................................................................. 46
表3-2 樣本年紀分布 .............................................................................. 46
表3-3 樣本教育程度分布 ...................................................................... 46
表 3-4 職業狀況分布 ............................................................................. 46
表 3-5 個人收入分布 ............................................................................. 47
表 3-6 平均一周到便利店消費次數 ..................................................... 47
表 3-7 平均一次在便利店消費金額 ..................................................... 47
表3-8 最常購買的鮮食產品 .................................................................. 48
表3-9 商店形象構面 .............................................................................. 51
表3-10 便利性構面 ................................................................................ 52
表3-11 價格構面 ..................................................................................... 53
表3-12 品質構面 ..................................................................................... 54
表3-13 人員服務構面 ............................................................................ 55
表3-14 商店氣氛構面 ............................................................................ 56
表4-1 便利性信度分析 .......................................................................... 66
表4-2 價格信度分析 .............................................................................. 67
表4-3 口味信度分析 .............................................................................. 68
表4-4 人員服務信度分析 ...................................................................... 69
表4-5 商店氣氛信度分析 ...................................................................... 70
表4-6 上海7-11 總構面信度分析 ......................................................... 71
表4-7 上海全家總構面信度分析 .......................................................... 72
表4-8 五項構面成對樣本T 檢定 .......................................................... 74

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