The modernization of Taiwanese distribution system and retailers' strategies

本研究旨在探讨台湾地区现代流通结构的特点及台湾零售业的发展。本研究分为两部分。第一部分是对零售业总体环境的分析。第一阶段，分析国际、国内零售业在台湾的竞争现状;然后，对各大零售业态中排名靠前的零售商进行了研究。然后，重点分析了零售商国际化的过程，通过分析发现了零售商国际化的特点。为了了解台湾零售商在中国投资的影响，本文比较了几家外资零售商在中国的投资和进入策略，并进行了案例分析。分析了两大连锁便利店的国际化进程。然后，对某著名自行车制造企业的营销渠道策略进行了研究。最后，以台湾地区零售市场与夜市为典型，探讨传统零售业的现代化。

The purpose of this research is to investigate the feature of the modern distribution structure of Taiwan and the retailers' development in Taiwan. This study can divide into two parts. First part is an analysis on the general retailing environment. It's including several stages, for the first stage, I analyzed the reality of competition in international and domestic retailers in Taiwan. Then, I did a studied on the higher rank retailers in each major retailing category. After that, I focused on the retailers' internationalization process and found the feature through the analysis. For understanding the influence of Taiwanese retailer' investment in China, I compared several foreign retailer's investment and entering strategies in China.Besides that, several case studies have been done. I analyzed the internationalization process of two top lank convenience store chain. Then, I study in the marketing channel strategy of one famous bicycle manufacturer. Finally, I focus on the traditional retailer's modernization, through the studies on the typical example of the retailing markets and night markets in Taiwan.