Taiwanese Retailing: Market Analysis and Retail Branding Model Application

ABSTRACT

The Taiwanese retail market is in a highly competitive stage. In the past three decades, the Taiwan retail grocery market has experienced many developments and changes, and recently, has started to realize the importance of developing its own retail brand. Although the idea of retail branding is still new in Taiwan, the major hypermarket players have tried to build up their own brand image and create new own label products which differ from other competitors. This paper explores retail branding in the Taiwan hypermarket industry through macro/micro environment analysis and applying retail branding models to the Taiwanese retail market. The macro/micro environment analysis is undertaken by the two STEPs model and the retail branding model is created from Dawson's three levels model combined with previous studies and theories. The approach in this study involves literature reviews and secondary research in the field of the Taiwanese retail market. The outcome of this study is to highlight key issues that deserve further research.     

Innovations in Retail Business Models

A retail business model articulates how a retailer creates value for its customers and appropriates value from the markets. Innovations in business models are increasingly critical for building sustainable advantage in a marketplace defined by unrelenting change, escalating customer expectations, and intense competition. Drawing from extant strategy and retailing research, we propose that innovations in retail business models are best viewed as changes in three design components: (1) the way in which the activities are organized, (2) the type of activities that are executed, and (3) the level of participation of the actors engaged in performing those activities. We propose six major ways in which retailers could innovate their business models to enhance value creation and appropriation beyond the levels afforded by traditional approaches to retailing. We also describe the drivers of business model innovations, the potential consequences of such innovations, and numerous examples from retail practice that highlight our concepts and arguments. In doing so, we provide a starting point for academic research in a domain that is deficient in theoretical and empirical research, and offer retailing managers a framework to guide retail business model innovations for sustainable competitive advantage.     

Innovations in Retail Pricing and Promotions

Retailers confront a seemingly impossible dual competitive challenge: grow the top line while also preserving their bottom line. Innovations in pricing and promotion provide considerable opportunities to target customers effectively both offline and online. Retailers also have gained enhanced abilities to measure and improve the effectiveness of their promotions. This article synthesizes recent advances in pricing and promotions findings as they pertain to enhanced targeting, new price and promotion models, and improved effectiveness. It also highlights the role of new enabling technologies and suggests important avenues for further research.     

Exploring Country Bias in a Retailing Environment:

The importance of source countries' influences as predictors of consumer attitudes and behavior toward products originating in the respective countries has been amply acknowledged in the global marketing literature, where it is considered a major research stream-known as "country-of-origin" research. Furthering discovery in this domain, the present study compares consumer perceptions of an electronics store originating in an industrially-developed country known for its technological capabilities in this domain (Germany), with perceptions of a similar store from a developing country (Mexico). In the process, differences between managerial and clerical customer groups in terms of store expectations are also assessed and suggestions are advanced for future research.     

Co-Creating Value in a Retail Market Setting

It is usually assumed that the co-creation of value requires a close relationship between producers and customers. Typically, this is easier in a business-to-business context, where the numbers of customers and suppliers are relatively low and the capabilities and needs of each partner can readily be assessed. On the other hand, it could be assumed that the co-creation of value in a business-to-consumer context is likely to be more difficult, given the larger numbers of customers and more frequent, short-term, discrete transactions. This article investigates whether it is possible to co-create valuable consumer experiences in a mass market setting by examining the customer relationship strategies of eight Norwegian seafood retailers. The results show that considerable effort from both retailers and consumers are devoted to co-create valuable consumer experiences. We also reveal a repertoire of strategies to engage customers in the co-creation process. Findings are discussed and implications highlighted.     

我国零售市场的竞争态势及零售企业的战略选择

随着我国零售业的进一步开放,零售市场面临新的竞争态势.本文在剖析我国零售市场竞争态势的基础上,就国内零售业的做大、做强和特色取胜提出了它的战略选择.     

Retail Integration Strategies in the EU: Scandinavian Grocery Retailing

Until recently, restructuring activity in the EU retail industry has primarily been domestically oriented and focused upon growth opportunities in the retailers' home market. Alongside the on-going harmonization and integration of European markets, grocery retailers have become increasingly interested in cross-border integration activity. Although a salient feature of Scandinavian grocery retailing, this (r)evolution of the industry has attracted only minor attention in academic literature. This paper examines the motives and strategies underlying the intensified integration activity of Scandinavian grocery retailers in general and their integration across national as well as industry boundaries, in particular. The analysis of recent integration events displays a fairly balanced distribution between proactive and reactive motives, albeit the former motive tends to dominate in the case of grocery retailers' integration activity across industry borderlines. Above all, the proactive motive has been apparent in many of the recent partnerships established laterally between Scandinavian grocery retailers and other companies.     

Consumer Market Beliefs About Retailing

This study emprically examines the subject of general beliefs that consumers have about retailing. Results from a survey of 485 consumers about the degree of consumer endorsement for sixteeen market beliefs are reported and discussed in terms of implications for retailing management.     

Consumer Behavior in a Multichannel,Multimedia Retailing Environment

Over the past decade, multichannel, multimedia retailing environments have grown in variety, scope, and sophistication. However, research regarding the implications of this trend for consumer behavior is rather scarce. We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments. This approach adopts a consumer-centric view of multichannel, multimedia retailing and identifies a number of important dimensions of this environment. We then illustrate how this approach could be applied via specific examples involving consumer memory, product assortment, and information acquisition. We conclude by considering the managerial implications of our proposed approach.     

The Retail Park: Customer Usage and Perceptions of a Retailing Innovation

Recently described as a ‘peculiarly British innovation’, retail parks are an increasingly important element of the UK's urban retail structure. Yet relatively little is known about customer usage and perceptions of this innovative retail form. A study of the Abbey Trading Centre, an unplanned retail park on the outskirts of Belfast, reveals that the complex is patronised by middle-class families of one-stop-shoppers. The perceived advantages and disadvantages of shopping in the retail park are also explored and it is argued that these may help explain the evolution of retailing innovations.     

浅析西部旅游业在新时期面临的机遇和挑战

我国西部地区幅员辽阔，旅游资源丰富。但由于受历史、自然环境和地理位置等诸多因素的影响，其发展水平仍比较落后。当前，国家实施西部大开发战略，国际、国内旅游业突飞猛进，在这一新的形势下，西部旅游业在面临历史性的发展机遇的同时，也将受到严峻的挑战。     

多渠道零售视角下的互动解析

信息化发展要求零售商拓展销售渠道。当前,直复渠道、网络渠道、移动渠道以及实体渠道等交叉融合形成多零售体系。多渠道零售使消费者具有更多消费选择权。互动是多渠道零售环境下零售商与消费者沟通交流的必要方式。零售商通过有效互动维持、稳定顾客关系,确保消费者对本企业的忠诚。互动促使消费者做出渠道选择。消费者通过互动寻求边际成本与边际收益的最佳结合点,选择最为符合自身意愿或消费效果最优化的购买渠道。     

中国零售业态发展与零售市场管理

零售业的生存和发展，历来是企业家、消费者和政府倍加关注的问题，特别是加入ＷＴＯ后，外商的全面登陆无疑会使市场竞争日益加剧，企业选择、调整和发展适合本企业的零售业态，政府通过政策导向，间接管理好零售业态的发展，进而为生产部门提供信息，对大多数企业和政府管理部门来说是一个新的课题。因此，研究国内外零售业态发展的轨迹和现状，探索零售业态发展的内在规律，为企业选择和发展适宜的零售业态，避免盲目性和过度竞争行为，提高企业效益，为政府和行业管理部门搞好宏观调控和行业管理提供理论和决策依据。     

香港零售业的特点及运营环境

20世纪90年代以来,随着经营成本的急涨,加之亚洲金融风暴、911事件的影响,香港零售业受到了很大的打击,但香港仍然是亚太地区一个极有吸引力的购物消费的城市。通过对香港零售业的调查研究,并介绍和分析香港零售业的特点以及运营环境。     

中国零售市场竞争格局与政策选择

中国零售市场竞争格局的主要问题有，中外零售业竞争、不同业态的竞争以及不同规模企业的竞争，探讨和解决这些问题，对于优化零售业市场结构，规范企业行为和提高市场绩效具有重要的意义。研究影响零售市场竞争格局的主要因素，分析零售市场竞争格局的表现，零售市场竞争格局的走向，通过政策导向促使其健康发展。     

Brand Equity Management in a Multichannel,Multimedia Retail Environment

Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.     

Retail Market Power in a Shopping Basket Model of Supermarket Competition

Supermarket retailers typically operate with relatively low margins, suggesting a highly competitive retail environment. However, despite the fact that consumers purchase an entire shopping basket at a time from supermarkets, this evidence is largely based on models of retail competition with single-category purchases. In this paper, we develop and test an empirical model of retail price competition that explicitly accounts for the effect of demand complementarity among items in consumer shopping baskets. Relative to the case where consumers purchase products with independent demands, we demonstrate that equilibrium prices are higher for all items when retailers take demand-complementarity into account. Our findings indicate that non-price strategies intended to encourage complementarity, such as co-merchandising, strategic shelf-positioning, or featuring complementary goods tend to soften price competition, and lead to higher equilibrium prices.     

我国零售业市场集中度的现状及对策

市场集中度问题是现代产业组织理论讨论的核心问题。市场集中度在一定程度上能够反映产业中的市场势力状况,同时也将影响产业的国际竞争力。本文在测算我国零售业市场集中度的基础上,构建了零售业市场有效集中度的动态模型,探讨了我国零售业市场集中度现状的成因,最后提出了提高我国零售业市场集中度的对策。