| Summary: | 碩士 === 國立臺南大學 === 經營與管理高階經營碩士在職專班(EMBA) === 105 === Nowadays, due to the diversification of marketing strategy, accessibility has become the primary consideration while people purchasing goods. Comparing to the physical outlets, the virtual outlets such as Internet shopping websites allow customers to place orders and receive products anytime and anywhere without stepping into the stores. Though the convenient stores have developed Internet marketing channels to deal with the impact of losing customers, there is no question that the sales performance has been influenced severely. Even the leading enterprise, Uni-President Enterprises Corporation, cannot run away from this. Except the convenient stores, super markets were also pushed to transform and reorganize under the huge impact of Internet shopping. This study chooses PXMart as a case. To increase the number of customers, PXMart provides more services than other super markets do and also enhances their accessibility to reach people’s living environment. PXMart increases the market occupation through expanding new stores in barren areas and merging other enterprises. Also, PXMart enters the local society with their brand marketing strategy and customer-friendly business mode. The convenient stores and the super markets now share the same group of customers. Facing the impact of the interfering situation, the headquarter of the convenient stores come up with the solutions quickly while the franchisee, who are the first to bear the brunt, shows different results under the same marketing strategy from the headquarter. In the later section, we will interpret the interfering relationship between Uni-President Enterprises Corporation and PXMart by Resource-Based Theory (RBT), and also how the core abilities such as innovation develop the capacity to go over the barriers to survive from the changing market environment.
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