量贩店之经营管理与竞争策略(1)

()BusinessManagementandCompetitiveStrategyofHypermarketinTaiwan(RT-MARTasexample)886109II()III()IVVAbstractHypermarketisatypeofchainretailingbusiness.Itsmainmarketingfunctionistoprovideashoppingenvironmentthatfulfillstheneedsforitemvariety,one-stop-shopping,goodbargains,andcomfort.Themarketsegmentofahypermarketisverydistinctivecomparedwiththatofsupermarkets,convenientstores,anddepartmentstores.Intherealmofenterprisecompetitionstrategy,itisemphasizedthatthestrategymustbedynamic,andthecooperationmustbecontinuous,sothatthegoalcanbeachievedflexiblyandeffectively.Therefore,toahypermarket,thisincludesthestrategiesoflocationselection,flowplanning,pricing,itemvariety,quality,service,brandmanagement,positioning,differentiation,innovation,bastionconstruction,strategymanipulation,andthecreationofattraction.Successandsurvivalhingeonalloftheabove.Hypermarketsbelongtoanindustrythatislowgrossmarginandhighturnoverrate.Therefore,thecompetitiveadvantagesofhypermarketsrelyonhighefficiencyandlowcost.Globallyspeaking,hypermarketgroups,puttingasidethescale,allfollowthisruleinordertogainprofit(orearnaliving).Inthisresearch,wetakethelocalhypermarket,RT-Mart,asanexampletostudyhowitdefeatsmosthypermarketsandsurvivesinternationally,aswellashowitleaps,withinthreeyears,tothesecondbiggestinthehypermarketbusinessinTaiwan.ThemarketforhypermarketsisnotyetsaturatedinTaiwan.ThefollowersmaytakethecaseresearchofRT-Martastheirreference.Meanwhile,thatiswhatthisresearchisdevotedto.VIEMBAEMBAEMBAEMBAEMBAVII……………………………………………IV……………………………………………V…………………………………………VI……………………………………………….VIII……………………………………………….X……………………………………………….XI………………………………………...11.1…………………………………..21.2………………….3………………………………..52.1……………….52.2………………………….7……………………………...113.1……………….113.2………………………………….123.3………………………………….13………………………...194.1…………………………….194.2………………………………….214.3…………………….224.4………………………….254.5………………………………….274.6………………………………….284.7………………………………….29………………………..315.1…………………………….365.2…………………….375.3…………………….38VIII5.4…………………………….395.5……………………………405.6……………………………415.7……………………………………535.8………………………………….545.9…………………………….555.10……………………………..565.11………………………………..585.12………………………………59………………..…606.1……….……..606.2WTO..636.3………………….64…………………….…………………66…………………………………………….67DC………………………71….……..…….751999-2001GDP……………76100……………77…………..…………..81……………………………………87IX1…………………..….….82…………………………….243-…………………………354……………………………………….435…………………………….446………………………………….447………………………………….458…………………………………….57X12001……………………………….222000……………………………….33……………………….………….74………………………….135………………………………….236………………………….317……………………………….358………………………….389………………..…...4210……………………...4911DC5012RT………………………….5213……………………..….5514…………………………...5515()…………………………………………………………………6316…………………631…21.1IBM…(Wal-mart)1998137,6341999165,013()GMExxonMobil2000191,329()ExxonMobil20012,1981waltonWal-mart212001RankNameSales($mil)1¬Wal-MartStores219,8122ExxonMobil191,5813GeneralMotors177,2604FordMotor162,4125Enron138,7186GeneralElectric125,9137Citigroup112,0228ChevronTexaco99,6999InternationalBusinessMachines85,86610PhilipMorris72,944’sInc.$25bil6Alsaud,PrinceAlwaleedBinTalalKingdomHoldingCo.$20bil7Walton,JimC.¬Wal-MartStores$18.8bil8Walton,JohnT.¬Wal-MartStores$18.7bil9Walton,S.Robson¬Wal-MartStores$18.6bil10Walton,AliceL.¬Wal-MartStores$18.5bil()Makro()Geant()….CarrefoureTescoAuchan9Auchan()MichanelE.Porter()()()()()..2001WTOWTO200267%33%(Auchan)(know-how)5,32.1,12.1.1ShoppingMall()....2.1.2DepartmentStore()(95%~90%)(10%~5%)2.1.3Warehouse()DIY(4000~6000)2.1.4Hypermarket()DIY7000(99%~98%)(2%~1%)62.1.5DiscountStore()..2.1.6Supermarket()20010002.1.7SpecialStore()3C…2.1.8ConvenientStore()2420502.1.9WetMarket()2.1.10Grocery()732.22.2.1,1()85ForceAnalysisforHypermarketinTaiwan()12.2.2,1Wal-MARKRT-MART()TescoEnduserSubstitutesBuyersIndustrycompetitorsPotentialEntrantsSuppliers§§§§§§§§§§§§§§§DC§OEM§§§§§§§§§92.2.319%~22%2.5%~4.5%2.2.4(BuyingPower)(DistributionCenter)(InformationTechnology)(DataWarehouse)(Internet)B2B10,2,3115P()place()GDP()plan()product()price()people3.13.1.1,6,7,8GDP(1)GDPUS$10,000/(2)150,000(30)(3)1:34.510,000*34.5=345,000/(GDP)345,000*30%=103,500/(GDP30%)103,500*17=17,595/12(17%)17,595/12=1466/1466/*150,000*0.7()=153,930,000/153,930,000*12=1,847,160,000/5000100050015/1,847,160,0001,500,000,0003.1.250%()150,000305%300030()()()3.2()6000()131500018000()DM210004000021000400004()COSCO()()MARKO()()RT-MART()Carrefoure()Tesco()Geamt()3.3()63.3.115%()14()(easyinandeasyout)3.3.2()(..)(3C)3.3.3….3.3.4153.3.53.3.6()3.3.795%3.3.83.3.963215166323.3.1023.3.11153.3.122173.3.13103.3.14103107313.3.153.3.163050%()3.3.17-18--194.1()(Detailmanagent),4(Basicoperation)(1)(2)(3)(4)4.1.1(1)(2)(3)(4)(5)(6)4.1.2204.1.3()()()()()()4.1.432/31/23C214.24.2.1----4.2.22224.2.31.4m1.4m2.2m()24.2.4POPPOP104.2.54.34.3.1E