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.

通過描述在不同的區域、縣市、鄉鎮市區和村裡的便利商店家數、人口和便利商店比例、土地面積和便利商店比例、村裡覆蓋率，來理解不同行政單位的便利商店分佈的特征和差異。通過運算便利商店之間的最近距離以及單位半徑內有幾家便利商店的數量來理解便利商店系統之間的競合關係以及群聚程度。最後，本文選取了四種便利商店經常出現的典型區域代表，即住宅區、學校周邊、火車站和商圈的便利商店分佈的狀況，詳細的理解每種類型背後選址的邏輯，以及商店之間的歷史競合關係。 通過上述研究，本文發現便利商店的在不同行政單位上的分佈呈現很大的差異，北部佔據超過50%的便利商店數量，中南部次之，而東部的便利商店僅僅只集中在某幾個鄉鎮市區，覆蓋程度很差，反而是北部的縣市相對平均。在空間距離上，基隆市、新竹市、臺北市的平均最近距離都接近100公尺，7-Eleven和FamilyMart是最常出現的配對，7-Eleven和7-Eleven是出現頻次第二多的配對。即使是在工商業一樣都很發達的鄉鎮市區，北部城市的群聚現象要遠遠高於其它縣市，3、4個便利商店很近的聚集在一起大多數出現在北部。從便利商店寄居的四種類型區域中發現，FamilyMart的選址策略很高，7-Eleven常常緊隨其後。

近年來，速食業在台灣的營收約占餐飲業的三成以上，已成為台灣最具影響力的餐飲業之一。有許多文獻在探討有關影響速食店設點策略的因素，其中包括在地市場的情況以及與其他廠商之間的競爭條件。除此之外，多篇文獻亦指出，為解決總公司與分店之間的資訊不對稱問題，加盟系統是速食業者最常使用的解決方案。雖然競爭與加盟議題對於台灣速食業相當重要，但大多數的實證文獻都聚焦在歐美地區的案例。本研究藉由實證上探討台灣速食業的獨特性，以補足文獻上的缺漏。結果顯示，人口越密集和平均年齡越低的地區，存在越多的速食店。除此之外，本研究也發現摩斯漢堡在較大及有高比例兒童人口的市場，傾向遠離麥當勞以避免競爭。最後，實證結果亦指出，台灣麥當勞傾向加盟那些位於人口較少的地區，但是加盟與否和該分店提供的附加服務較無關。 / With shares over 30% in the restaurant market, the fast-food industry has recently become one of the most influential restaurant businesses of Taiwan. The literature has much discussed factors that affect the location strategies of fast-food companies such as the state of local competition conditions. In addition, some studies mentioned that a franchise system is the most common solution to the problem of asymmetric information between headquarters and restaurants for the fast-food industry. Although competition and franchising issues are significant in the Taiwanese fast-food industry, most empirical studies focus on cases in Europe and America. This study fills that gap by exploring empirically the unique features of this industry in Taiwan. The results show that more fast-food outlets are concentrated in more crowded districts or those where the population is averagely younger. The analyses also indicate that MOS Burger tends to move away from McDonald’s when the market size is large or when proportion of children in the district is high. Finally, McDonald’s in Taiwan tends to franchise the outlets in districts which are less populated, but have a low correlation with the auxiliary services provided by outlets.