全聯福利中心的前身為軍公教福利中心，以販售軍公教福利品業務為主， 早
期營運不佳瀕臨倒閉，1998 年由元利建設創辦人林敏雄先生接手，同時承接66 家
門市；全聯成長速度驚人，二十五年的時間門市成長超過千家，成為全台規模最
大的連鎖通路，堪稱零售業奇蹟。
全聯福利中心一直以2%微利之低價策略，以量取勝、積少成多成為大商機之
長尾效應，並成為台灣連鎖超市龍頭；隨著電商、外送平台崛起，消費者購物習
慣改變，全聯陸續PX PAY支付、全聯線上購、小時達等服務，截至2021年，全
聯會員數已高達1,750萬會員，相當於全台七成人口。
全聯福利中心挾全台超過千的實體店面，豐沛無虞現金流等強勢條件之資源
基礎下，2020年獲金管會核准，推出『全付支」電子支付APP，一推出百萬會員
數立即逹標，2022年底更躍升至全台電子支付第3名，唯投資初期，花費之時間、
資金皆無法預測，市場上電子支付業者未達會員數經濟規模，或是運用補貼方式，
多數仍處於虧損階段，此時林敏雄先生更宣佈尚無期限的每年賠五億之決心投入
行動支付市場。
本研究以哈佛個案研究的方式進行，藉由全聯福利中心之個案內容，討論長
尾理論、資源基礎、企業成長策略、商業生態系統等議題，探討個案如何發揮長
尾效應，累積核心資源，奠定跨足電子支付市場之基礎，及個案的成長營運策略，
如何透過跨界電子支付之佈局，形成共生關係之商業生態系統價值網，為全聯帶
來全新契機、再創另一高峰！

PXMart was formerly known as the Welfare Center of Military Servants, Civil
Servant and Teachers, which mainly sold welfare products for these targets. It was on
the verge of bankruptcy in the early stage. In 1998, Mr. Lin Minxiong took over 66
stores. PXMart has grown rapidly. In the past 25 years, the number of stores has grown
to more than 1,000, and it has become the largest chain channel in Taiwan, and a
miracle in the retail industry.
PXMart has been using the low price strategy of 2% meager profit to compete by
volume. PXMart takes advantage of the long-tail effect to become the leading
supermarket chain in Taiwan. With the rise of e-commerce and food delivery platforms,
and changes in consumers' shopping habits, PXMart has successively launched services
such as PX PAY payment, PX online shopping, and hour delivery. By 2021, the number
of PXMart members have reached 17.5 million, equivalent to 70% of the population of
Taiwan.
PXMart has more than 1,000 physical stores in Taiwan and abundant cash. PX
Mart was approved by the Financial Supervisory Commission in 2020 to launch the PX
Pay electronic payment app. Once launched, the number of members immediately
reached one million, and by the end of 2022, it jumped to the third place in electronic
payment in Taiwan. In the early stage of investment, the time and funds spent are
unpredictable. If electronic payment companies fail to achieve economies of scale in the
number of members, they can only continue to subsidize, so most of them are still at a
loss stage. However, Mr. Lin Minxiong announced his determination to invest in the
mobile payment market with an indefinite annual compensation of NT$500 million.
This research is carried out in the form of Harvard case study by the case of PX
Mart to discuss issues such as long tail theory, resource-based theory, enterprise growth
strategy, business ecosystem, etc. At the same time, we discuss how the case exerts the
long-tail effect, accumulates core resources, and lays the foundation for entering the
electronic payment market. In addition, we also discuss how the case can form a
symbiotic business ecosystem value network through the deployment of cross-border
electronic payment, and create new opportunities.

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三、網站文獻
Ettoday，https://finance.ettoday.net/news/2364167
IThome，https://shop.pxmart.com.tw/page/justahour
IThome，https://www.ithome.com.tw/news/152684
IThome，https://www.ithome.com.tw/news/154935
IThome，https://www.ithome.com.tw/news/154938
TechNews，https://technews.tw/2020/12/27/mobile-payment-integration-battle-begins
TechOrange，https://buzzorange.com/techorange/2022/01/26/px-mart-1998-2021
72
今週刊 ，https://www.businesstoday.com.tw/article/category/80393/post/
202110270035
未來流通營業所，https://www.mirai.com.tw/2021-taiwan-ec-logistics-industry-mapanalysis
未來流通營業所，https://www.mirai.com.tw/2022-taiwan-fresh-ecommerce-industrymap
全聯福利中心，https://www.pxmart.com.tw/#/aboutUs
自由財經，https://ec.ltn.com.tw/article/breakingnews/4230790
金管會，https://www.banking.gov.tw/ch/home.jsp?id=169&parentpath=0,2
&mcustomize=news_ view.jsp&dataserno=202212080004&dtable=News
金管會，https://www.fsc.gov.tw/ch/home.jsp?id=96&parentpath=0,2&
mcustomize=news_view.jsp&dataserno=202302090001&toolsflag=Y&dtable=
News
信傳媒，https://www.cmmedia.com.tw/home/articles/36670
商業周刊，https://www.businessweekly.com.tw/management/blog/26187
經理人，https://www.managertoday.com.tw/articles/view/65920
遠見，https://www.gvm.com.tw/article/93484