近十年來的台灣便利商店有明顯的轉變。這些轉變從公司組合到經營方式之改變衝擊現有競爭的態勢。大零售商的興起已經擠壓較小零售商之生存；不論是這些小零售商原有的經營特性，消費者，經營管理，與服務。為求生存，激烈競爭已越來越趨惡化。傳統零售商在此情況下，找出有別於傳統經營策略之思維是迫切的。對於傳統零售商的愛國超市，亦面對同樣的轉型問題來面對大型零售商(闢如：全聯超市)興起。事實上，台灣零售業與消費市場仍是持續在成長。這些成長需要產業提供動態及創新策略，使得零售業者可以聚焦在滿足消費者。愛國超市在此動機下，激起它提供最好產品與服務給予消費者。然而，產業的龐大巨人，闢如全聯超市以價格目標的策略來主導，而愛國超市若在此策略下，卻只能事倍功半。因此，本文研究聚焦來提升策略活動，不只協助愛國超市，同時可給予小企業應用於全國市場來對抗大型零售商。同時，本研究也致力於衡量銷售量之差異，當新策略施行之前後效果。這些衡量會透過麥克波特的五力分析，其中包含新進入者威脅、替代產品的威脅、現有的競爭者、對供應商的議價能力。資料收集從愛國的銷售點終端系統(POS系統)，作為本文個案研究之資料來源。這些研究結果顯示，愛國超市透過產品與服務的差異化，產生能力來克服市場的競爭。更進一步而言，愛國也能創造出成本領先與差異化策略的一個支撐點，逐鹿市場。

Today Taiwan in the convenient chain store has a significant change within 10 years. The competition is from the formation and operation pattern have a different change which alters the current situation competition. The big chain store emerging had elbow out the space of a smaller chain store survive no matter what their original operation practice, customers, management, and service. To survive in this intensive competition is getting worse and worse. The tradition to find a way out which is different the traditional and original pattern is immediate. For the traditional chain store of Aigo, it had the transformation problem to face the big emergence. Taiwan’s retail industry is continuously growing and so are their consumers. This growth requires the industry to provide dynamic and innovative strategies that are focused on their consumers. Aigo Supermarket, aspires to provide the best products and services to their customers however the industry juggernauts such as PX Mart are dominating the market using price-focused strategies, taking twice the effort for Aigo to conduct such strategies. Therefore this study aims to promote strategies that would assist not just Aigo but would also be applied for SMEs worldwide in their competition against large companies. This study also aims to measure the effect of the adaptation of their new strategies through the effect in sales volume before and after the implementation. This will be evaluated through Porter’s Five Forces which includes the analysis of threat of new entrants, threat of substitutes, rivalry among competitors, bargaining power of suppliers, and bargaining power of buyers. Data for this study is gathered through case analysis and a data collected from Aigo’s POS system. Results show that Aigo was able to overcome the competition through product and service differentiation. Moreover, they created a balance between cost leadership and differentiation strategies in order to compete in the industry.

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