| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 100 === The development of Taiwan’s economic has gradually progressed from the rural society toward the industry and commerce society. People's lives become richer and richer. With the improvement of living conditions and the advancement of technology, people’s demand of electrical appliances, electronic products and telecommunications equipment are continually increasing. Therefore, sales of 3C products in Taiwan has been showing a steady growth trend. The distributors of selling 3Cproducts also have changed from electrical stores of the earlier periods to today’s one-stop shopping chain stores. Within the rapid development, Elifemall, Tsannkuen, Tatung andSunfar are the most mommon retailers that are mentioned.
Nowadays, 3C retail chain business in Taiwan has developed quite mature. This study hope to analyze the market structure, firms behavior and operating performance of 3C retail chain business on the base of Mason and Bain’s "structure - conduct - performance" theory.
In this study:（1）Two-firm concentration ratio and Herfindahl-Hirschman Index are used as a measure of market concentration ratio indicators.（2）Five force analyses is applied to investigate organization behavior and competitive strategy of the industry.（3）The performance of the industry are evaluated through performance evaluation indicators from the public financial material, and exploring market operating conditions of 3C retail chain business nowadays.（4）Finally, by ways of 4P and SWOT analysis, further understanding of the operating principles, competitiveness, and industrial future development of the industry are expected.
The study found as follows：（1）In terms of market structure, 3C retail chain business in Taiwan belongs to a highly concentrated market, the market becomes saturated and the product differentiation is not heterosexual. It is not easy to get into the market, and the competition is increasing.（2）Learned from the operating performance, during 2002-2010, Shunfa got the best performance in average, followed by Elifemall and Tsannkuen.
The failure of the investment in Mainland during 2003-2006 affected Tsannkuen’s performance.（3）Tsannkuen and Elifemall own the top two major market share of 3C retail chain business in Taiwan. In recent years, new ways of shopping like online shopping, TV shopping, has begun impacting the traditional 3C retail chain business, which made them set up companies shopping sites to cope with the new consumption patterns.
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