隨著台灣超市業的市場近年來逐漸成長，超市業者間的競爭也日益激烈，其中又以全聯和頂好等前幾大超市業者間的競爭情況更為明顯。相對於頂好，全聯進入市場的時期較晚，但全聯在進入市場後即在數年內追平頂好在台灣的店面數量。因此，本研究以全聯和頂好做為本研究探討的標的，並探究在動態競爭的環境下，全聯的選址策略如何成功打入市場及其策略如何受到市場因素和頂好設點行動的影響。 本研究以台北市作為研究範圍。台北市為全台最大的零售消費市場，因此探討台北市超市業者的競爭具有其指標性的意義存在。另一方面，台灣各區域的人口特性和市場結構皆有差異性，因此單就台北市去進行分析，也能夠更確切的分析上述所提之要素間的關係。本研究在分析的方法上主要採用敘述性分析和統計分析。針對全聯選址策略的考量，本研究主要採用敘述性分析，去探討台北市各區的市場概況，並繪製歷年台北市各區的零售消費市場規模以及全聯和頂好在台北市各區設點的走勢圖，以了解全聯選址策略的考量要素。針對頂好設點行動和市場規模大小對全聯選址策略的影響，本研究透過複迴歸分析以了解全聯在進入市場的前後期，如何受到上述兩要素的影響。 / Due to the gradual growth of market size of supermarket industry in recent years, the competition among the supermarkets is getting intense, especially for those leading supermarket in Taiwan, such as Pxmart and Wellcome. Compared with Wellcome, Pxmart enter the supermarket market later, but it achieved the number of Wellcome’s supermarket in a few years after it enter the market. Therefore, this study will take Pxmart and Wellcome as the studying target and discuss how the siting strategy of Pxmart will be influenced by market factor and the siting action of Wellcome and how Pxmart uses its siting strategy so as to successfully enter the market under the environment of dynamic competition. This study takes the market of Taiepi city as the studying sphere owing to that Taipei can be the index for studying the competiton of supermarkets for being the biggest retail market in Taiwan. Besides, different region in Taiwan has different characteristic of consumer and market structure. As the result, it can analyze the relationship among the above-menitoned factors more accurately when focusing on studying the Taipei city. The analysis method of this study is mainly based on the descriptive analysis and statistical analysis. Considering the siting strategy of Pxmart, this study mainly adopts descriptive analysis to discuss the market situation in different district of Taipei city; furthermore, it also analyzes the influencial factors of siting strategy of Pxmart by drawing the trend chart of Pxmart’s and Wellcome’s siting and the retail market size in different region. Regarding the influence of Wellcome’s siting action and retail market size on Pxmart’s siting strategy, this study adopts the multiple regression to analyze how Pxmart’s siting strategy was influenced by the aforementioned factors in early and later period after Pxmart’s entrance to the market.

本研究以年代與社會經濟背景為自變項，探討全聯福利中心電視廣告的轉變；分析年代為2006年至2016年，研究方法為內容分析；此外亦針對廣告策略，進行深度訪談，並選取2015至2016年經濟美學系列廣告，進行消費者焦點團體座談，意圖從量化和質化兩個不同方向，審視全聯廣告的轉變。 從研究結果發現： 一、廣告策略受企業發展制約，全聯廣告因企業發展的需求，由資訊式改變為轉換式： 在企業起步階段，適合使用資訊式廣告，打響知名度；而當企業成長至一定程度，則適合使用轉換式廣告，維持消費者的好感度和忠誠度。 二、不修飾的素人論述，不適用於廣告： 「經濟美學」系列廣告借鏡「我的夢想」系列廣告的失敗經驗，內容表達上，改而透過廣告代理商的潤飾，而非直接使用素人言論，以避免流於空泛，缺乏消費者共鳴。 三、廣告反應目標受眾的文化價值觀： 廣告以年輕族群為訴求對象時，必須將其所處社會情境（如景氣差、低薪）反應於廣告中，以呈現傳播者的價值觀和態度。 四、經濟美學廣告策略，確實扣連消費者實際感受： 廣告從洞察目標受眾的文化價值觀，發展出「經濟美學」廣告策略，引發閱聽人共鳴，成功傳遞「讓省錢成為一種具有美感的生活態度」訊息。 / This study explores the changes in the TV advertisements of the PX mart during a period of ten years (2006-2016) from a socio-economic perspective. It uses both quantitative and qualitative research methods: content analysis to analyze data and in-depth interview with focus group to gather the advertisement strategies used in the TV advertisements produced during 2015-2016 and thus, further understand consumer reactions. The results of the study reveal the following four points: 1. Response to business growth: The first stage of business focuses on the use of Informational Advertising to establish presence in the market; later, the ads changed to Transformational Advertising to maintain consumer’s loyalty to the products. 2. Shift from first-person advertisement to Aesthetics in Economics: The first-person advertisement characterizes “My Dreams” series of ads; it is vague and lacks consumer resonance, and this leads to shift to Aesthetics in Economics. 3. Reflection of the target audience's cultural values: Targeted to the young people, the advertisements are presented in a specific social context (that is, a social class with low salary) which demonstrates the advertiser’s values ​​and attitudes. 4. Strategy of Aesthetic Economics – with holding the consumers’ reactions: From understanding the consumers’ values, Aesthetic Economics developed a resonating message: “Saving money is an attitude towards a beautiful life.”