A Study on the Competitive Strategy ofPC Community Chain Stores in Taiwan-A case of LEO Systems Inc.

• Main Authors: Wen-Fa Tsai, 蔡文發
• Other Authors: Grace Tsai
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/82028927463003720473

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 92 === Abstract Competition in Taiwan PC store retailers grows intensely, the retailing channel includes the traditional PC shops, the community chain stores, the PC malls, and the PC retail chains. Among them, the traditional PC shops focus on “low price” strategy; the community chain stores emphasize on“convenience and localization”; PC malls focus on “big show space and one-stop-shopping”; PC retail chains rely on “multiple services and rich supply of products”. This study addresses the competition factors of the community chain stores from two aspects, “market structure outside the operation of a PC retailing store” and “the management issues inside the operation of a PC retailing store”. Besides, this study observes the competition of PC retailing stores, including the competition of 4P’s (Price, Product, Place and sales Promotion) and Service to win competitive advantage. Then, we refer to Porter’s work on generic competitive strategies and PC market sales channel structure to conduct the competitive strategies. The study results obtained are as follows. The competitive strategies of PC community chain stores should abandon cost leadership strategies, then fully develop differentitation strategies(including product, service, personnel, channel and image differentitation). The focus strategies are to put the marketing efforts on the target market who are not familiar with the PC, and regarding it as the niche market. The information technology strategies are to assist the differentitation strategies for speeding logistics up and collecting the customer information to improve customer relationship. The recommendations for our studying case---LEO system’s community chain stores are as follows：first, to strengthen the concerned execution power (between LEO system inc. and the chain stores), and the business knowledge cumulation between the parent company and the chain stores；Second, to carry out the market differentitation. Finally, this study points out that the regular chains stores system is the developing trend of Taiwan PC community chain stores, and it will emphasize on the market of after-service and maintenance service for the Personal Computer.