現今全球化的工商業社會，人們追求快速方便的心理促使便利商店的出現，在台灣街坊林立的便利商店是人們生活中不可或缺，而近年來便利超商業者紛紛推出鮮食以搶攻市場，使得「鮮食業」這個定義在便利商店所販賣之鮮食商品之下的產業應運而生。在管理實務上，在同一個競爭市場中，不同的競爭者之間的關係，一直是值得討論的議題，因此本研究以台灣目前的便利商店兩大龍頭，統一超與全家為代表，分析其互動關係。
本研究不同於質性的方法，以此兩家之鮮食銷售數據實證，藉由量化的方式，研究此兩家企業其中的競爭關係。由於鮮食業為一新興產業，本研究使用創新擴散理論之架構，討論鮮食業的產業特性，套入Co-diffusion模型，找出兩者在鮮食業中關係為互補或是替代，再加以另一個Lotka–Volterra競爭模型，找出在鮮食業的大環境下，兩者為共生或競爭關係。本研究以兩種不同的角度切入，微觀與巨觀，以更完整的探討，分析同一產業環境下，兩個競爭者之間的競爭關係。此一研究方法，可適用在該實證對象符合創新的特性，且在同一封閉的成長環境下，有著不同的消長互動之情況。
本研究發現，在Co-diffusion模型的結果中，統一超對於全家而言，是替代的關係，但全家對於統一超卻是互補關係；另一方面，於Lotka–Volterra競爭模型中顯示，在鮮食業環境下，統一超正在掠食全家的鮮食銷售。由此推論，在鮮食業中，統一超確實是處於龍頭的地位，但全家對於鮮食這個市場仍有其貢獻，本研究針對狀況給予業者不同建議，以期對台灣跨足鮮食業之經營業者有管理上的幫助。

Convenience store is established in order to meet the life style of people nowadays. In Taiwan, the sprung up of convenience store shows that the important of the market. All the owners of convenience stores invest in the fresh food to share the market of fresh food. Above all, the definition of fresh food industry is concluded in this market. It reflects that the market of convenience stores is growing up.
By quantitative research method, we suggest a specific data to clarify the competitive relationship between 7-ELEVEN and Family Mart. That is a visible proof rather than qualitative method. The Fresh food industry is now a new industry in Taiwan. We utilize the framework of innovation of diffusion theory to analyze the characteristic of fresh food industry. And then we apply co-diffusion model to find out whether the relation between them is complement or substitute. Above and beyond, we also utilize Lotka-Volterra model to find out the relationship. We discuss the cases with two different aspects, microcosmic and macroscopic, for a comprehensive investigation.
As a result, we find that in co-diffusion model, there is a substitute relationship between Family Mart to 7-ELEVEN; on the contrary, there is a complement relationship between 7-ELEVEN and Family Mart. In Lotka-Volterra model, it shows that they are predator-prey. Therefore, in fresh food market, 7-ELEVEN really eats Family Mart but Family Mart also makes contribution. We give suggestions to different companies for their management.

In Chinese：
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台灣連鎖暨加盟協會(2010)。2010連鎖店年鑑。台北：台灣連鎖暨加盟協會
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食品市場資訊100卷08期，台灣區飲料工業同業公會。2013年1月30日取自「台灣便利商店展店速度趨緩」一文，出處：
http://www.bia.org.tw/style/content/CN-02a/news_detail.asp?id=24587&thelev=2&lang=1&customer_id=1135&name_id=16664
陳麗婷、鄭佩真(2011)。2011食品產業年鑑。財團法人食品工業發展研究所
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盧昭燕，天下雜誌440期，2013年1月25日取自「外食或內食?中食正流行」一文，出處：
http://www.cw.com.tw/article/article.action?id=5000664&page=3

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