全聯 X 數位健康食品專區

Abstract

中文摘要 本研究的目的在於探討全聯福利中心推動「數位健康食品專區」的策略與成效，旨在回應現代消費者對健康飲食與便利購物的雙重需求。隨著台灣人口高齡化與健康意識提升，消費者對營養補充與安全食品的需求逐年增加；加上數位科技的快速發展，零售產業面臨新的轉型契機。因此，本研究希望了解全聯如何透過數位化工具與行銷策略，強化市場競爭力並建立品牌信任。 研究過程中，本報告以行銷管理的架構為基礎，採用外部環境分析（PEST）、內部資源分析、SWOT、STDP 與 4P 行銷組合等方法，系統性檢視全聯的經營模式與市場定位。外部部分包含人口結構、經濟成長、科技創新與文化價值等對健康食品市場的影響；內部部分則聚焦於全聯的品牌理念、數位平台（PX Pay、PX Go!）、供應商合作模式，以及與主要競爭者（家樂福、台糖等）的比較。研究同時參考國際案例，以佐證全聯在零售數位化及健康產業布局的策略方向。 研究結果顯示，全聯在數位健康食品專區的建構上，透過智慧推薦系統與會員數據分析，有效提升了顧客體驗與忠誠度；同時結合供應鏈管理與社會公益行動，進一步鞏固品牌信任與永續價值。結論指出，全聯的策略不僅符合消費者對健康、安全與便利的期待，也展現其在零售創新與永續發展上的潛力。未來若能持續深化產品差異化與數位行銷佈局，全聯有望成為台灣健康食品零售市場的領導者，並提供其他零售業者可借鏡的數位轉型模式。

英文摘要 The purpose of this study is to examine PX Mart’s strategies and effectiveness in promoting the “Digital Health Food Zone,” aiming to address the dual demands of modern consumers for healthy diets and convenient shopping. With Taiwan’s aging population and the growing awareness of health, the demand for nutritional supplements and safe food products has steadily increased. Meanwhile, the rapid development of digital technologies presents new opportunities for transformation in the retail industry. Accordingly, this study seeks to understand how PX Mart leverages digital tools and marketing strategies to enhance market competitiveness and establish brand trust. Grounded in the framework of marketing management, this report adopts external environment analysis (PEST), internal resource analysis, SWOT, STDP, and the 4P marketing mix to systematically examine PX Mart’s business model and market positioning. The external analysis considers demographic changes, economic growth, technological innovation, and cultural values that influence the health food market. The internal analysis focuses on PX Mart’s brand philosophy, digital platforms (PX Pay, PX Go!), supplier collaboration model, and comparisons with key competitors such as Carrefour and TaiSugar. International cases are also referenced to support PX Mart’s strategic direction in retail digitalization and the health industry. The findings reveal that PX Mart, through the establishment of the Digital Health Food Zone, effectively enhances customer experience and loyalty by employing smart recommendation systems and member data analytics. Additionally, by integrating supply chain management with social responsibility initiatives, PX Mart reinforces both brand trust and sustainable values. The conclusion indicates that PX Mart’s strategies not only meet consumer expectations for health, safety, and convenience but also demonstrate potential in retail innovation and sustainable development. Looking ahead, further differentiation in product offerings and deeper deployment of digital marketing strategies could enable PX Mart to become a leading player in Taiwan’s health food retail market, while also providing a replicable model of digital transformation for other retailers.