從商業模式創新之觀點探討連鎖通路之競爭優勢

• Main Authors: Hsiang-Mei Kuo, 郭香妹
• Other Authors: Wen-Bin Tien
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/80905987600022690159

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === Business model innovation has become an important area of concern for companies in recent years. Businesses are faced with the challenge of boosting their competitive advantage to ensure sustained development in the face of a lackluster economy. With the dawn of the digital era, the use of the internet has become ubiquitous, and the rise of online shopping has changed consumers’ shopping habits, dealing an unprecedented blow to the retail industry. This research adopts the theoretical framework of Johnson, Christensen, and Kagermann (2008) on the innovation of business models, to study a certain chain store in order to determine the question of value, rareness, and imitability of its competitive advantage from a business model innovation perspective. Through analysis and exploration, this research aims to define the correlation between the chain store’s business model innovation and its competitive advantage. The results of this study show that this chain store aims to create value for its customers via a membership system, which will also help establish its target customer base. Professional (advice), technological (know how), and service-related core values will be made available to members by leveraging the chain store’s two key resources: 300 company-owned distribution points, and a self-developed information management system. By creating value for the business and customers, and by being valuable, rare, and inimitable, the chain store has demonstrated its capacity for value-creation, and in turn, its profit margin.