全聯福利中心探討之研究報告

Abstract

中文摘要 在新冠疫情的衝擊之下有許多市場受到影響而關店,使門市數量下降，經濟也受到很大的衝擊。然而，全聯福利中心(以下簡稱為:全聯)在疫情期間營業額卻不減反增讓我們好奇全聯的經營策略、運作模式和行銷手法上與其他同業的差異。因此我們以全聯為研究主題進行深入調查及研究。 本研究採用文獻探討法，首先分析全聯的內部、外部環境，整合呈SWOT圖表，剖析全聯經營成功因素，以及其優勢、劣勢。接著使用STDP分析，探討企業與顧客之間的關係，了解如何精準鎖定市場定位與目標客群。同時，行銷策略也是一大亮點，我們採用行銷4P的架構，深度研究全聯的行銷特色，最後從上述觀點及分析進行結論歸納及策略建議。 全聯以提供便宜價格和便利性為主要特色，核心理念為「買進美好生活」。透過全聯福利卡和企業合作，不僅讓顧客輕鬆購物，還實現了雙贏效果。全聯透過廣告行銷和社群媒體經營的方式，迅速在台灣各地嶄露頭角。全聯以「價格最放心、品質最安心、開店最用心、服務最貼心」為品牌理念，儘管經濟景氣和物價上漲，全聯仍堅持提供最低價格給消費者，並透過寄送DM吸引顧客光臨。他們利用創意行銷成功地將低價策略傳達給顧客，並將店內硬體設施不足轉換為提供優惠價格的優勢。

Abstract Under the impact of the COVID-19 pandemic, many markets were affected and closed, leading to a decline in the number of physical stores and a significant economic shock. However, during the pandemic, the sales revenue of PX Mart (hereinafter referred to as PX Mart) actually increased rather than decreased, which makes us curious about PX Mart's management strategies, operational models, and marketing methods compared to its peers. Therefore, we conducted an in-depth investigation and study on PX Mart as the research subject. This study uses literature review methodology. First, we analyze PX Mart's internal and external environments and integrate them into a SWOT diagram to dissect the factors behind PX Mart's success and its strengths and weaknesses. Next, we use STDP analysis to explore the relationship between the company and its customers to understand how to accurately target market positioning and target customer groups. Marketing strategy is also a key highlight. We employ the 4P marketing framework to deeply examine PX Mart's marketing characteristics, and finally, we summarize conclusions and provide strategic recommendations based on the aforementioned perspectives and analyses. PX Mart's main features are providing low prices and convenience, with the core philosophy of "Buying into a Better Life." Through the PX Mart membership card and corporate partnerships, it not only makes shopping easy for customers but also achieves a win-win effect. PX Mart rapidly gained prominence across Taiwan through advertising and social media management. PX Mart’s brand philosophy is "the most reliable prices, the most reassuring quality, the most attentive store openings, and the most considerate service." Despite economic conditions and rising prices, PX Mart insists on providing the lowest prices to consumers and attracts customers through direct mail. They successfully conveyed their low-price strategy to customers through creative marketing and turned the limitation of in-store hardware into an advantage of offering discounted prices.