Abstract Most of the enterprises evaluate the effects of advertisement by analyzing the sales volume. However, there are plenty of elements which contributes to the sales volume, and advertisement is only one of them. Wherefore, how to precisely measure the effects of advertisement becomes the key issue. Besides, we have to mention that the manufacturer and the retailer have different strategic point of view on doing advertisement. Compared to manufacturer, retailer focuses more on regional market segmentation and emphasizes more on immediately. The attributions and advertisement cooperative strategies exist different interpretations between manufacturer and retailer. Concerning about business model of the convenient store, making too much order of bento could cause the wastage due to the short shelf life. On the other hand, making less order of bento could lead to unsatisfaction of consumer demands, losing sales. There are many factors that affect making orders such as climate, regional business activity, advertisement, promotion and so on. This research aims to investigate how the series of bento advertisement affect consumers by checking advertisement contact percentage, memory recall and hurried consuming behavior in order to make the retail realize the consumers¡¦ wants and fulfill the demands. The methodology in this study has been divided into two sections. The first section is mainly about the advertisement strategies of seven-eleven Taiwan. Three examples will be taken as case studies: ¡§citizen bento¡¨ represents the rational appealing, ¡§ railway obento¡¨ represents the perceptual appealing, and ¡§rice harvest¡¨ represents mixture of both rational and perceptual. In investigating the three former case studies, three elements are attempted to identify advertisement related-factors which are advertisement contact percentage, advertisement memory recall and how advertisement promote the consuming. The second section is to evaluate how importance advertisement influence the ordering. It is intended that the research will enhance the understanding of different perceptions in creating new products and suggestion the advertisement strategies.

Since 2003, the density of convenient stores in Taiwan has surpassed it is in Japan and Taiwan has become one of the most competitive regions in the world. The business mode in modern convenient chain stores is established by a standard operating process to duplicate rapidly to form franchise in a short period of time and build up advantage of economies of scale. The advantage will then reduce the overall operating cost to increase the profit. In order to solve the problem of manpower shortage generated from the speeding expansion of stores, joining ¡§franchise¡¨ would become the ideal solution. The core development of known-how for the four major convenient chain stores, 7-ELEVEn, FamilyMart, HiLife, and OK, is based on business mode of franchise chain stores. As of the end of 2008, the total number of four major convenient chain stores has exceeded over nine thousand. The majority of them are franchise stores and the franchise rate reaches 87.5%. Therefore, how to establish a complete staff education training to ensure operating quality and maintain store competitiveness is one of the keys in the business strategy for main franchise branch. This paper uses a certain major convenient franchise store in Taiwan as the target, and focuses on the effectiveness on critical success factors of staff education and training in the convenient franchise store. This paper adopts AHP (Analytic Hierarchy Process), exploring from the reference and an interview in depth with company supervisors from the case to conclude five evaluation indicators of critical success factors and twenty-six success factors to create AHP questionnaires. Then, twenty-five senior store supervisors and franchise store managers were required to process questionnaire interview and select the critical success factors. The three top evaluation indicator of critical success factors in second layer of structure of the staff education and training in convenient franchise stores in order are: (1) staff attitude; (2) reward and punishment measures; and (3) training course planning. The top five critical success factors in the third layer of structure are: (1) the degree of learning requirement for part-time staff required by store manager; (2) vivid and lively teaching method; (3) degree of store learning atmosphere; (4) connection between learning effectiveness and franchise renewal; and (5) acceptance of store manager towards education training.

隨著日益都市化生活的演進中，便利商店已和我們的生活息息相關且成為不可或缺的消費場所。以目前台灣地區六千餘家的便利商店中，大約裝設了超過三千台自動提款機(ATM)。其中光是中國信託商業銀行和統一超商7-11聯盟，就已經在其便利商店裝設超過二千台ATM。但是這些機器所提供給消費者的功能，似乎和一般裝設在銀行分行端的ATM沒有太大的差別，客戶也感受不到任何差異化的服務，明顯的表現就是機器的使用率偏低。若是長期以往，勢必無法引起消費者的青睞，甚至沉重的營運成本也將造成金融機構的財務負擔。 以日本為例，其為全世界每百萬人口ATM機器數量最高者，也是全球ATM裝設數量第二大的國家。自1999年開始，日本在零售通路ATM上，小自內容供應 (Content Provide)，大到異業結盟 (Joint Venture) 等，都有關鍵性的創新經營和策略模式。在內容供應上，日本銀行業者與內容供應商 (Content Providers) 合作，在ATM上提供民生消費及流行資訊等零售市場小額售價服務，真正做到於超商據點中提供消費者零售金融 (Retail Banking) 的服務；而在經營策略上，為了降低營運成本負擔及提高資產使用效率原則，其金融機構逐漸發展出異業結盟和專業委外的經營型態 (Business Model) 的概念，捨棄以往自行擁有 (Exclusive Ownership) 轉而成為向專業ATM經營公司租賃， 一則增加資產使用率、降低營運成本 ，另一方面藉由專業資訊管理機制所發展出來科技整合，加強金融服務和零售通路的優勢結合，增加客戶使用的方便性，也進一步擴大對消費者的服務範圍，達到雙贏的結果。 本篇研究以日本超商ATM現況為對象，並參考其發展模式，加入台灣經營環境及消費習慣，提出經營策略方案，讓國內銀行業者從財務和科技發展角度看ATM在零售市場通路的佈局。

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。