自從有了新零售的概念以來，眾多的零售領域業者、專家、媒體、投資人根據不同理解從不同方向及角度詮釋新零售。在各個專業學者文獻中，新零售主要概念被定義為「以物聯網為主，大數據為輔，人工智慧做為技術手段，並針對商品的生產、通路與銷售過程進行改造，藉此重新塑造零售業結構與生態圈，並對線上、線下服務體驗及物流進行更深度融合的零售新模式」。隨著顧客意識抬頭，企業更著重在以客戶為中心導向來提供服務；因此，自2016年馬雲所提出來的「新零售」一詞更成為業者所關注的議題之一。
本研究將以新零售及利用價值要素金字塔相關文獻為基礎，探討全家便利商店如何以消費者為中心策略做為研究主題，透過文獻探討、資料分析來描繪出全家便利商店在新零售模式下所使用的經營模式、行銷策略、科技的運用及產業特性超前對手，創造出在消費者心中更高價值。而當轉型策略在被競爭對手慢慢跟進後，全家更透過與多個不同領域業者、旗下餐飲品牌、網紅、銀行業者等，甚至與同業以合作代替競爭來創造雙贏的合作模式打通多通路。最後提出建議全家便利商店可優化新零售在未來所面臨的挑戰，同時也分析未來人口高齡化，零售最終必需走向全無人商店來減低缺工的問題。

Since the concept of new retail came into being, many retailers, experts, media and investors have interpreted new retail from different directions and according to different understandings. In the literature of various professional scholars, the main concept of new retail is defined as “Mainly based on the Internet of Things, supplemented by big data, artificial intelligence as a technical means, and transforming the production, distribution and sales process of goods, thereby reshaping the structure and ecosystem of the retail industry, and a new retail model that further integrates online and offline service experience and logistics.” With the rise of customer awareness, companies are more focused on providing services with a customer-centric orientation; therefore, "New retail" proposed by Jack Ma in 2017 has become one of the issues that industry players are concerned about.

Based on the related literature on new retail and the element of value pyramid, this research will explore how FamilyMart for customer centric strategies as the research topic, and through literature discussion and data analysis to describe business model, marketing strategy, application of technology and industrial characteristics in the new retail model are ahead of their competitors, creating higher value in the minds of consumers. When the transformation strategy was catch up by competitors, the FamilyMart created a win-win cooperation model through cooperation with a number of different industry partners, its catering brands, KOL(Key Opinion Leader, banks, etc., and even replaced competition to cooperation with same occupation to create a win-win model.

Ultimately, it is suggested that FamilyMart can optimization the new retail to face challenges in the future and it also analyzes the aging population problem in the future, and retail have to fully unmanned stores to reduce the problem of labor shortages.

Keywords:New Retail, E-Commerce, FamilyMart, Online merge offline, The Elements of Value

一、網路部分
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3.公平交易委員會(2021,07,20) 「便利」生活，平均每人每年逛超商137次，每次消費84.16元https://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?uid=126&docid=16790
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6.全家便利商店官網
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https://www.digitimes.com.tw/iot/article.asp?cat=158&cat1=20&cat2=40&id=0000615807_GQ37TXOC140N0M6IJJL4I
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12. DailyView網路溫度計(2021,01,13)全家小七APP爭奪戰-大數據剖析超商數據佈局奧秘
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13.阿物科技股份有限公司
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14.食力FoodNEXT(2022,06,18)從試吃影片起家到創立甜點品牌!YouTuber古娃娃如何讓人氣雪糕銷售量突破500萬?
https://www.foodnext.net/news/industry/paper/5111715114
15.今周刊(2020,06,09)台灣便利商店密度超越日本，為何市場飽和危機相對小？專家揭「關鍵原因」
https://www.businesstoday.com.tw/article/category/80393/post/202006090030/
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https://buzzorange.com/techorange/2021/08/27/new-retail-trend-2021/
17. 食力FoodNEXT(2021,12,21)「雙全」聯手參戰！看準千萬電支用戶市場，全聯、全家攜手打造支付生態圈
https://www.foodnext.net/news/industry/paper/5975659635
18. 數位時代(2021,12,21)全家、全聯結盟！未來電支工具可互通，背後好處有哪些？
https://www.bnext.com.tw/article/66885/famipay-pxpay
19. 金融監督管理委員會
https://www.banking.gov.tw/ch/home.jsp?id=591&parentpath=0,590&mcustomize=multimessage_view.jsp&dataserno=201805300001&aplistdn=ou=disclosure,ou=multisite,ou=chinese,ou=ap_root,o=fsc,c=tw&dtable=Disclosure
20. 法律百科(2018,10,24)
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21. Medium(2021,02,02)銀行零售聯軍來襲!全家為何要和玉山銀行攜手合資成立「全盈支付」?
https://medium.com/alexchanglife/familymart-esunbank-fintech-4ee323b7f25e
22. DIGITIMES(2018,09,28)新製造接續新零售成話題 持續創造大陸製造業轉型需求
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24. 今周刊(2017,11,22)全家，最會玩創意的超商
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25. MBA智庫百科(2017,09,26)，零售業
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二、中文部分
1.林孝柔. (2019). 全家便利商店之新零售發展策略—以社區電商為例.
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7.陳慶年. (2019). 台灣婚禮顧問公司經營精進策略之探討—以價值要素金字塔為例.
8.王家英, 鄭椲樵. (2017). 敢變-揭開全家更新、更快、更有趣的秘密. 今周刊出版社股份有限公司.
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三、英文部分
1.Almquist, E., Senior, J., & Bloch, N. (2016). The elements of value. Harvard business review, 94(9), 47-53.
2. Maslow, A. H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
3. Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press.