The modernization of Taiwanese distribution system and retailers' strategies

本研究旨在探讨台湾现代分销结构特征及台湾零售业的发展。本研究分为两个部分。第一部分是对零售大环境的分析。分为几个阶段，第一阶段，分析了台湾地区国际、国内零售商竞争的现实。然后，对各大零售门类中排名较高的零售商进行了研究。之后，重点研究了零售商国际化的过程，并通过分析找出了其特点。为了了解台湾零售商投资中国的影响，我比较了几家外资零售商在中国大陆的投资和进入策略，并进行了几个案例研究。分析了两家顶级连锁便利店的国际化进程。然后，研究了某著名自行车制造商的营销渠道策略。最后，通过对台湾零售市场和夜市的典型案例的研究，重点分析了传统零售商的现代化。

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.