居於領導地位的全球前十大零售商在經營管理上之策略是許多零售業者學習的典範，因此其他零售商若能得知十大高績效零售企業的關鍵成功因素，或許就能學習效仿以邁向成功，因此本研究根據《2014全球零售力量》，選擇全球前十大零售商為研究對象。首先從產業層級探討，本研究欲找出零售產業中的高績效企業所該具備的關鍵成功因素；再者，從企業層級著手，本研究以個案分析的方式，描述全球前十大零售商的經營現況並找出該十家零售商其各自的策略性定位、關鍵成功因素以及持續性競爭優勢。最後，本研究以「跨國企業與否」和「競爭策略」兩指標將全球前十大零售商區分成五個類型，分析各類型之關鍵成功因素並針對各類型提出管理上之建議。
本研究主要透過大量文獻的蒐集與整理進行個案分析，並輔以質性研究之人員訪談法，以面對面或電話訪談等方式進行，受訪對象是兩位經驗豐富的零售業經理人，以及三位在國際企業經營領域的教授學者。本研究之研究結果如下：
一、零售業之關鍵成功因素有五，分別是零售店址的選擇、以規模經濟降低成本、供應鏈管理、顧客導向以及發展自有品牌。
二、十大零售商的五個類型
(一)跨國之成本領導企業：該類企業的共同關鍵成功因素為自有品牌策略，及以策略聯盟、合資和收購等與當地市場現有廠商合作的方式進入新市場。
(二)非跨國之成本領導企業：該類之特色在於其多元化的經營業種，包括藥局、診所、加油站等附設於食品雜貨商店內。
(三)跨國之差異化企業：該類企業共同的關鍵成功因素為以會員卡制度蒐集並分析顧客資料，從而更能滿足顧客的各種需求。
(四)非跨國之差異化企業：該類之特色在於其強調設計與時髦感，以知名設計師為其設計的獨家自有品牌商品來吸引消費者。
(五)跨國之集中化企業：該類企業之共同關鍵成功因素為倉儲式賣場的經營型態，節省商店佈置、賣地空間和補貨人力等成本，將利潤回饋在價格上。

The top 10 leading global retailers are exemplary as far as operations and management practices are concerned and are often imitated. Other retailers can uplift their performance levels if they learn from the key successful factors (KSF) of high performance retailers. This study takes the top 10 global retailers, according to “Global Powers of Retailing 2014”, as case study.

First of all, at the industrial level, this study aims to figure out what KSFs a high performance retailer should have in the highly competitive retail industry. Secondly, at the corporate level, this study conducts case studies to describe the current operating scenarios of the top 10 retailers and to find out the strategic positioning, KSFs and sustainable competitive advantages of each of these 10 retailers. Finally, this study classifies the 10 retailers into 5 categories based on two indexes, namely, “multi-nationality” and “competitive strategy”. Then the KSFs of each type are analyzed, critiqued and with improvements suggested upon them.

This study mainly conducts literature survey and personal interviews either through phone or face-to-face. Participants in this study include two experienced managers in the retail industry and three professors with expertise in the international business field. The results of this study are as follows:

1. The five KSFs of the retail industry are “choosing an ideal location”, “reducing costs through economies of scale”, supply chain management”, “customer-orientation” and “development of private brands”.

2. The five categories of the 10 retailers
(1) Multinational corporations with cost leadership strategy: The KSFs of this type are “establishment of private brands strategy” and “entering new markets through strategic alliance, joint venture and acquisition”.
(2) Non-multinational corporations with cost leadership: The characteristics of this type are diversified as far as kinds of business are concerned, such as pharmacy, clinic and fuel center attached to the food store.
(3) Multinational corporations with differentiation: The KSF of this type is analyzing data from membership cards in order to satisfy the demands of varied customers.
(4) Non-multinational corporations with differentiation: The characteristics of this type are emphasis on design and fashion. Catching consumers’ attention with exclusive private brand products designed by famous designers.
(5) Multinational corporations with focus: The KSFs of this type are “warehouse-mode” and “reduce costs on decorating, sales field and human resource”. Thus reciprocating customers with a better price.

第壹章　緒論------------------------------------------------------------------------------------1
第一節　研究背景與動機---------------------------------------------------------------------1
第二節　研究目的------------------------------------------------------------------------------5

第貳章　文獻探討------------------------------------------------------------------------------6
第一節　高績效企業---------------------------------------------------------------------------6
第二節　策略定位、競爭策略、資源能力與競爭優勢間的關係----------------------7
第三節　競爭策略------------------------------------------------------------------------------8
第四節　關鍵成功因素------------------------------------------------------------------------8
第五節　持續性競爭優勢-------------------------------------------------------------------10
第六節　跨國企業與非跨國企業----------------------------------------------------------11
第七節　文獻小結與評述-------------------------------------------------------------------11

第参章　研究方法----------------------------------------------------------------------------13
第一節　研究架構----------------------------------------------------------------------------13
第二節　各變數觀念性定義與操作型定義---------------------------------------------14
第三節　實證計畫----------------------------------------------------------------------------16
第四節　分析方法----------------------------------------------------------------------------19

第肆章　個案公司分析----------------------------------------------------------------------20
第一節　產業的關鍵成功因素------------------------------------------------------------20
第二節　美國的沃爾瑪----------------------------------------------------------------------23
第三節　英國的樂購-------------------------------------------------------------------------29
第四節　美國的好市多----------------------------------------------------------------------35
第五節　法國的家樂福----------------------------------------------------------------------44
第六節　美國的克羅格----------------------------------------------------------------------49
第七節　德國的史瓦茲----------------------------------------------------------------------57
第八節　德國的麥德龍----------------------------------------------------------------------63
第九節　美國的家得寶----------------------------------------------------------------------71
第十節　德國的阿爾迪----------------------------------------------------------------------76
第十一節　美國的塔吉特-------------------------------------------------------------------82
第十二節　十個個案公司總述-------------------------------------------------------------87

第伍章　結論與建議-------------------------------------------------------------------------92
第一節　研究結論----------------------------------------------------------------------------92
第二節　研究貢獻----------------------------------------------------------------------------95
第三節　管理意涵----------------------------------------------------------------------------95
第四節　研究限制與未來研究建議-------------------------------------------------------98

參考文獻----------------------------------------------------------------------------------------99

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