本研究之主要目的為探討台灣便利商店之展店策略於未來可能面臨的問題或發展性，並以統一超商為例進行資料蒐集以及結果分析。台灣地區為例，便利商店企業因現代人對於其高度的依賴性而紛紛投入相同的高密度展店策略，造成台灣便利商店密集程度逐年提升。然而，大量的展店可能影響其競爭者的營收，其企業所屬的各家分店也將會受到影響。本研究利用super GIS軟體蒐集所需參數的實際數值，代入引力模型(Gravity model)驗證展店策略下的企業營收，在模型中加入了競爭與凝聚效力的考量，以及調節參數的設置，以確保分析結果的完備性。本研究應用引力模型分析各商家之競爭商家數與其被消費者選擇機率，並且根據統一超商所提供的歷史資料，分析年度總營收及平均營收的變化，研究結果顯示目前的展店策略已造成改制前台南市7-11平均營收下降的結果，從民國95年至103年，雖說台南市7-11的總營收額呈現逐年上升的趨勢，但每日平均營收額卻從64.5萬下降至44.53萬，且本研究預估結果顯示台南市分店數達到400家後，平均營收將會減少至20萬以下。若超商企業想預防未來展店策略受到限制的情形，就必須考量如何提升同企業分店之間的凝聚效果，利用主題式活動增加同企業分店之的凝聚效果，及搭配適當程度的展店才是具有前瞻性的策略方案。

In this generation, the importance of convenience store (CVS) to every customer has become a pressing issue due to their effect on economic development in the future. To each company of CVS, the high-density development strategy is one of the useful methods to create profit. However, the impact of competition effect between CVS became more serious and also makes influence to operation. Given the complexity of revenue of CVS, it is difficult to create a complete model to illustrate the limitation or development of high-density strategy. Hence the objective of our research about the CVS is to figure out the influence of raising branches to the average revenue and try to forecast the future situation. Our research uses gravity model to calculate the probability that customers choose each 7-11 based on the number of branches of each year and distance between every focal store and also use the result of probability to calculate the revenue. We choose the real data of 7-11 in original Tainan city center as the case study to finish all research process. The result indicates that daily total revenue of all 7-11 increases through the rising number of branches but the daily average revenue has opposite results. Our research forecast that once the number of branches in Tainan city reach 400, the daily average revenue will reduce from 0.64 million to 0.2 million. It indicates that the original high-density strategy is not suitable in urban area for future development.

中文部分

孫嘉宏。會計資訊應用於共同基金經理人擇股策略之研究，國立政治大學會計研究所碩士論文，台北市，民國89年。
梁致毅。統一超商進入上海市場策略之探討，國立政治大學全球經營貿易組碩士論文，台北市，民國98年。
英文部分

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