三商行旗下的美廉社，擴展店數快速，目前已有324家據點，2014年底前可增至400家店以上。美廉社每家店坪數約30坪，販售商品類似升級版的「柑仔店」。 在家樂福量販店開幕小型店「便利購」、全聯福利中心拓展生鮮和熟食品項後，美廉社走自己的路，轉開大型一點的店「三商大美」，並將美廉社欠缺的生鮮和熟食品項納入。競爭對手全聯在前年，打造帄價超市imart，鮮魚處理專區，首創美妝紅酒體驗區，即時便當、現做壽司，業績比一般全聯提升4成，兩者都計畫在2014年內展店。隨著國內經濟情況的變化，各種不同經營類型卻又相互競爭的零售連鎖通路大戰正如火如荼的上演。 本研究針對消費者對國內零售連鎖通路之認知進行探討，主要以多元尺度法 (multidimensional scaling, MDS) 來做為分析的方法。MDS為一種建構知覺地圖之技術。藉由MDS可以協助我們找出各個零售連鎖通路之間的差異性。在本研究中，消費者的認知將作為各個不同零售連鎖通路構面的推論依據，並挑選較為適合各個零售連鎖通路之屬性。而所探討的零售連鎖通路包括全聯福利中心、頂好超市、美聯社、家樂福、大潤發、愛買、統一超商以及全家便利商店等8個。本研究自200個有效樣本中蒐集資料。透過MDS的分析程序，嘗詴將其結果作為零售連鎖通路之市場定位策略之指標。

The Simple Mart from the Mercuries Co., expanding the number of stores rapidly, there are 324 stores currently and will be increased to more than 400 stores before the end of 2014. Each store is around 30 square feet, and it's like upgraded grocery store. After Carrefour starts to run small shops "Market" and Pxmart expand the fresh and cooked food items, Simple Mart insist it's own mission to open bigger store 三商大美 which sells fresh and cooked food that Simple Mart doesn't have. Pxmart builded masstige supermarket "imart" which offering the fish processing area, the first Beauty & Wine experience zone, lunch box and freshly made sushi, which made its sales grows up 40% than traditional PXmart. With the economic changes, the war of a variety of retail franchise channels are in full swing. This study is talking about the acknowledge of domestic retail franchise channels from the aspects of consumers, mainly using MDS as the analysis method. MDS is a perceptual and constructive technology. With MDS can help us to identify the difference between the various retail franchise channels. In this study, consumer's acknowledges are the basic inference for different kinds of retail franchise channels, selecting appropriate characteristic for each retail franchise channel. The retail franchise channels, PXmart, Welcome supermarket, Simple Mart, Carrefour, RT-mart, FE-amart , the President chain store and Family Mart are discussed here. This study collect data from 200 valid samples. Through MDS analysis program, making the results as an indicator for the segmentation and brand positioning strategy for retail franchise channels.

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