2
7-ELEVEN 2 3.5 6 8 20 45 3
10 ( v. v. ) 4C 4
POPDM 1 2 5
1 2 2600 3600 OK 150 6-8 3000 10-12 3288 4288 (1) (2) (3) 3600 2600 6
(1) 68 7-ELEVEN 91 6913 3187 1 1303 2 782 58.21% 39.09% 2300 ( ) 2000-2004 E-ICP 3 1999 89.0% 2003 96.2% ( )1999 40.6% 2003 72.3% 1 92 7 31 2 92 1500 3 isurvey http://www.isurvey.com.tw/ 7
(2) 4 1. 4 92.12.1 8
2. 3. 4. 5. / / 5 6 ( ) 5 92.12.1 9
92 (3) 2000 2000 1729 2001 1063 800 10
92 (1) - 11
劵 (2) - 2 7-ELEVEN ( ) ( ) ) ( ) (3) - 10 3000-4000 ( ) Ansoff 12
Ansoffs Product-Market Expansion Grid 1.Market-Penetration Strategy 2.Product-development Strategy 3.Market-development 4.Diversification Strategy Strategy 7-ELEVEN 7 1 30~39 30 (1) 13
(2) ( ) (3) (4) 14
68 54 4C (1) 15
(2) 7-ELEVEN! DM ( ) (3) 16
( ). pioneer (4) 17
6 7-ELEVEN 7-ELEVEN 4C 6 7-ELEVEN 30 e 2003 2 18
4C 4C IT 19
(1) (2) (3) (1) 1. 2. 20
3. 7 OK / 7 21
(2) 68 24 91 22
POS ( ) (3) 23
VS. / 89 one-stop-service 24
2588 2788 3288 25
26
(1) 11 3000 (2) (3) 93 1 5 93 1 16 (4) DM CF 27
2003 28
4C (1) 1. 2. 3. 4. (2) 1. 29
2. 30
1. - isurvey 2003/12 2. 2003/12/04 3. 5 isurvey 2002/10/10 4. isurvey 2003/04/22 5. 2003/2/11 isurvey 6. 2003/12/1 7. 7-ELEVEN 30 e 2003 2 8. 2003/11/25 9. 20 2003/12/09 10. 2003/11/30 11. 366 2003/12/28 12.iSurvey http://www.isurvey.com.tw/ 13. http://www.funkitchen.com.tw 14.7-ELEVEN http://www.7-11.com.tw/index.asp 15. http://www.family.com.tw/web/sit/play/921201/1.asp 31
16. http://www.hilife.com.tw/event/2003yearfood/2003yearfood08.asp 17.OK http://www.okcvs.com.tw/ 18. http://www.nikomart.com.tw/chainstore/ 19. 2003/12/01 32
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