The Convenience Store Industry in Taiwan is booming. The Asian island-nation has become the most densely populated country in terms of convenient stores in the world. Sales from the Convenience Store Industry account for more than 26% of the whole country’s retail sales, second only to department stores. These numbers have continued to grow as demonstrated by total sales figures reaching NTD$ 295 billion by the end of 2015. Taipei City, the country’s capital, is renowned for its convenient way of life. The broad range of services offered by convenience stores has contributed to the overall convenience of living in Taiwan, allowing customers to have a one-stop shop for paying electricity, water, telephone, internet, and gas bills, as well as photocopying, event ticketing, and even package reception. Taiwanese consumers have been accustomed to a very high access to convenience, but oddly enough, convenience stores in Taiwan have still not incorporated the service that takes convenience to another level: being able to shop from the comfort of your own home, office, or wherever you may be, and receiving your products almost instantly at your location, at a competitive price. The Delivery Service Industry in Taiwan is still in its very early stages of development, almost uniquely sticking to the delivery of groceries from high-end supermarket and department store franchises. New start-ups providing professional grocery shopping services have also entered the Taiwanese market in recent years, providing a new alternative to the supermarket and department store delivery service. In any case, the delivery of the groceries can take anywhere from 1-48 hours. 快快intends to provide the consumer in the major metropolitan areas of Taiwan with the option of purchasing a wide range of high-quality fast-moving consumer goods from the comfort of wherever their location may be, even if it doesn’t have an address – including sidewalks or parks – and receiving it within 30 minutes or less at a competitive price, with no minimum purchase order amount or hidden fees, 24 hours a day, 365 days a year. By doing so, 快快will imprint a new meaning to the word convenience, allowing customers to more effectively manage and enjoy the single most valuable resource in every person’s life - time.

本論文主要探討中國上海便利店的現況及發展趨勢、競爭態勢，統一超商在台灣便利店市場之關鍵成功因素，以及統一超商進入中國上海便利店市場策略之探討，並試圖爲統一超商進入中國上海便利店市場提出未來發展策略之建議。 中國上海便利店市場之發展趨勢包括：(1) 密集開店，貼身競爭，以致大多數便利店不是虧損多年，便是薄利經營；(2) 上海便利店85%為本國國營企業，在大多數地區，便利店與超市只有面積大小、品種多少上的區別，並沒有明顯的功能差異；(3) 上海國民所得已將近一萬美元，新一代的中產階級崛起，他們要求好品質、好服務、有安全衛生保障的產品；(4)上海人口多元化顯著，有可能各種便利店包括土便利及洋便利同時存在，便利店可以“一業多態”的存在;(5) 在地法規限制、高成本、發展特許加盟上的困難、及物流系統不成熟皆為進入上海便利店市場的挑戰。 統一超商在台灣便利店市場之關鍵成功因素包括：(1)先佔優勢；(2) 成功的訂定目標客戶及自我定位；(3) 高密度展店及高市占率；(4) 完善的加盟制度；(5) 卡式管理及單店行銷結合；(6) 強大的後台系統; (7) 高效能的物流系統; (8) 靈活的行銷策略; (9) 完整的教育訓練。 從本文的分析中，我們得到: 統一超商進入上海便利店市場最適合採行「差異化集中策略」做為競爭策略。