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Abstract

2021/10/22 全聯收購大潤發，敲起新一代零售革命的鐘聲，以此事件為契機，本 篇報告以全聯為主要研究公司，目的為： 1.過去的發展演進以及行銷的手法，如何成就今日的全聯？ 2.隨著科技的發展，全聯未來有甚麼新的行銷手法呢？

研究方法，先針對公司 1989 年成立至今的行銷以及發展歷史，進行資料統整，並且針對社會現況進行個體以及總體環境分析、SWOT 分析、4P 及 STDP 分析，配合表單蒐集(未進行抽樣)，再根據結果，結合未來趨勢並維持公司形象，打造新型行銷方式。

研究結果，根據表單的蒐集，發現除了原本的客源之外，額外開發 30 歲以下新客群，也是一項新發展，年輕客源雖然消費金額不高，卻也有積沙成塔的驚人獲利。

根據統整的結果，提出五大項未來發展的建議，因應環境的改變！如下： 1. PX PAY(全聯支付) APP 新增「惜食區」：環保意識抬頭 2. 新增自助結帳：科技結合人力不足，又可以進行機會行銷提高客單價可能性 3. 促銷活動的更新：通貨膨脹讓人對於價格敏感度更高，除此之外也對促銷活 動更加的敏感，可以有效吸引消費者目光。 4. 新商品引進：社會高齡少子化，外加各方面新型的價值觀，展現於商品中。 5. 無人店鋪：搭配特定風格，結合新型科技應用。

After PX Mart merged RT-Mart on 22.10.2022, it seemed that made another retail revolution. According to the event, we want to analysis this company. Furthermore, our purposes are below: 1. How could PX Mart attain today’s achievement? What’re their development and evolution in the past? 2. What new marketing methods will PX Mart do with the development of technology?

Firstly, we collected the history of the company including marketing development since 1989, when PX Mart established. Secondly, we conducted micro and macro environmental analysis, SWOT analysis, 4P and STDP analysis. Lastly, based on the result and combined with form collection (without random sampling), we create new marketing methods about trends and maintain the company's image.

According to the collection of the form, in addition to the original customer source, it is also a new customer group under the age of 30 can be develop. Although the amount of consumption isn’t high, every little makes a mickle! Still can get profit!

After the analysis, we put forward five suggestions for future development which can face social and environment change: 1. Added "Food Wise Area" to the PX PAY APP: Environmental awareness is on the rise 2. New self-checkout: To solve the problem lack of manpower, technology give another opportunity marketing method which can be used to increase the possibility of customer unit consumption. 3. Update of promotional activities: Inflation makes people more sensitive about price, in addition, they are sensitive to promotion, too! Promotion also can effectively attract consumers' attention. 4. The introduction of new products: the aging society and the declining birthrate. Besides, new social awareness in various aspects, can displayed in the products. 5. Unmanned store: With a specific style, combined with new technology applications.