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題名 台灣量販業的永續商品價值主張與顧客適配之研究—以家樂福影響力概念店為案例
A Study of the Value Proposition and Customer Fit of Sustainable Products in Taiwan’s Hypermarket Industry—A Case Study of Carrefour Impact Store
作者 李政澤
Li, Chen-Tseh
貢獻者 曾國峰
Tseng, Kuo-Feng
李政澤
Li, Chen-Tseh
關鍵詞 家樂福影響力概念店
永續商品
價值主張
顧客適配
永續行銷
Carrefour impact store
Sustainable products
Value proposition
Customer fit
Sustainable marketing
日期 2026
上傳時間 2-Mar-2026 11:42:12 (UTC+8)
摘要 近年來，永續發展已成為企業營運與策略規劃中的關鍵議題，聯合國永續發展目標（SDGs）亦逐漸成為產、官、學界共同對話與合作的重要框架。隨著永續意識的提升，68%的台灣消費者認為可透過自身的選擇與行動改變世界，甚至可接受約10%的價格差異，展現消費者對永續議題的關注與行動力持續增強。 本研究以家樂福「影響力概念店」作為研究對象。家樂福自1989年進入台灣市場以來，初期以價格優勢作為核心競爭策略，然而，2018年啟動「食物轉型計畫」，逐步引入兼具商品理念、環境友善與台灣在地特色的永續商品，並於2019年設立影響力概念店，展現於零售業在永續的轉型嘗試與實踐。因此，本研究以 Alex Osterwalder於價值主張年代《Value Proposition Design》一書中所提出之「價值主張」模型作為主要分析架構，探討影響力概念店所提供的永續商品，是否能與消費者的「顧客素描」形成適配，亦即其永續價值是否為消費者所認同並實際需要。 研究方法採取個案研究法，透過實地觀察與深度訪談蒐集研究資料，運用半結構式訪談與非參與式觀察，描繪影響力概念店的價值主張圖，並建構消費者之顧客素描，研究結果顯示，家樂福影響力概念店在永續理念的溝通方式與品牌體驗的營造，透過空間設計、商品集中陳列以及多元溝通素材的整合運用，使場域能有效回應消費者對健康、安全，以及永續目標的核心。然而，影響力概念店的商品選擇上仍相對有限，且不同店型所吸引的消費族群亦存在差異。雖在生鮮商品類別中與部分消費者需求確實呈現一定程度的適配，但整體而言，影響力概念店的永續商品價值主張尚未與量販體系的主要消費族群完全契合，原因在於不同店型消費者需求結構的差異，「價格」仍為影響購買決策的主要因素。相較之下，任務需求、心理需求與社交需求，則可能成為家樂福在永續議題上，與其他量販或零售通路進行區隔並深化差異化的關鍵切入點。
In recent years, sustainability has become a key issue in corporate operations and strategic planning, with the United Nations Sustainable Development Goals (SDGs) increasingly serving as a shared framework for dialogue and collaboration among industry, government, and academia. As sustainability awareness continues to rise, 68% of Taiwanese consumers believe that they can help change the world through their own choices and actions, and many are even willing to accept a price premium of approximately 10%, reflecting growing consumer concern for and engagement with sustainability issues. This study takes the Carrefour impact store as its research subject. Since entering the Taiwanese market in 1989, Carrefour initially adopted price advantage as its core competitive strategy. However, with the launch of the Food Transition Plan in 2018, Carrefour gradually introduced sustainable products that integrate product values, environmental friendliness, and local Taiwanese characteristics. In 2019, the Carrefour impact store was established, representing the retail industry’s attempt to experiment with and practice sustainability-oriented transformation. Accordingly, this study adopts the Value Proposition model proposed by Alex Osterwalder in Value Proposition Design as its main analytical framework to examine whether the sustainable products offered by the Carrefour impact store align with consumers’ customer profiles, that is, whether their sustainability value is both recognized and genuinely needed by consumers. This research employs a case study approach, collecting data through field observations and in-depth interviews. Semi-structured interviews and non-participant observation are used to map the value proposition of the Carrefour impact store and to construct consumer customer profiles. The findings indicate that the Carrefour impact store effectively communicates sustainability concepts and creates a distinctive brand experience through spatial design, concentrated product displays, and the integrated use of diverse communication materials, enabling the retail environment to respond to consumers’ core concerns regarding health, safety, and sustainability goals. However, the range of products available in the Impact Store remains relatively limited, and differences exist in the consumer segments attracted by different store formats. While a certain degree of alignment with consumer needs is evident in fresh food categories, overall, the sustainability value proposition of the Carrefour impact store has not yet fully aligned with the primary consumer base of the hypermarket system. This misalignment can be attributed to variations in consumer demand structures across store formats, with price remaining the dominant factor influencing purchase decisions. By contrast, functional, emotional, and social needs may represent key entry points for Carrefour to differentiate itself from other hypermarket and retail channels and to further strengthen its positioning in sustainability-related initiatives.
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描述 碩士
國立政治大學
傳播學院碩士在職專班
112941018
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112941018
資料類型 thesis
dc.contributor.advisor 曾國峰zh_TW
dc.contributor.advisor Tseng, Kuo-Fengen_US
dc.contributor.author (Authors) 李政澤zh_TW
dc.contributor.author (Authors) Li, Chen-Tsehen_US
dc.creator (作者) 李政澤zh_TW
dc.creator (作者) Li, Chen-Tsehen_US
dc.date (日期) 2026en_US
dc.date.accessioned 2-Mar-2026 11:42:12 (UTC+8)-
dc.date.available 2-Mar-2026 11:42:12 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2026 11:42:12 (UTC+8)-
dc.identifier (Other Identifiers) G0112941018en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161815-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院碩士在職專班zh_TW
dc.description (描述) 112941018zh_TW
dc.description.abstract (摘要) 近年來，永續發展已成為企業營運與策略規劃中的關鍵議題，聯合國永續發展目標（SDGs）亦逐漸成為產、官、學界共同對話與合作的重要框架。隨著永續意識的提升，68%的台灣消費者認為可透過自身的選擇與行動改變世界，甚至可接受約10%的價格差異，展現消費者對永續議題的關注與行動力持續增強。 本研究以家樂福「影響力概念店」作為研究對象。家樂福自1989年進入台灣市場以來，初期以價格優勢作為核心競爭策略，然而，2018年啟動「食物轉型計畫」，逐步引入兼具商品理念、環境友善與台灣在地特色的永續商品，並於2019年設立影響力概念店，展現於零售業在永續的轉型嘗試與實踐。因此，本研究以 Alex Osterwalder於價值主張年代《Value Proposition Design》一書中所提出之「價值主張」模型作為主要分析架構，探討影響力概念店所提供的永續商品，是否能與消費者的「顧客素描」形成適配，亦即其永續價值是否為消費者所認同並實際需要。 研究方法採取個案研究法，透過實地觀察與深度訪談蒐集研究資料，運用半結構式訪談與非參與式觀察，描繪影響力概念店的價值主張圖，並建構消費者之顧客素描，研究結果顯示，家樂福影響力概念店在永續理念的溝通方式與品牌體驗的營造，透過空間設計、商品集中陳列以及多元溝通素材的整合運用，使場域能有效回應消費者對健康、安全，以及永續目標的核心。然而，影響力概念店的商品選擇上仍相對有限，且不同店型所吸引的消費族群亦存在差異。雖在生鮮商品類別中與部分消費者需求確實呈現一定程度的適配，但整體而言，影響力概念店的永續商品價值主張尚未與量販體系的主要消費族群完全契合，原因在於不同店型消費者需求結構的差異，「價格」仍為影響購買決策的主要因素。相較之下，任務需求、心理需求與社交需求，則可能成為家樂福在永續議題上，與其他量販或零售通路進行區隔並深化差異化的關鍵切入點。zh_TW
dc.description.abstract (摘要) In recent years, sustainability has become a key issue in corporate operations and strategic planning, with the United Nations Sustainable Development Goals (SDGs) increasingly serving as a shared framework for dialogue and collaboration among industry, government, and academia. As sustainability awareness continues to rise, 68% of Taiwanese consumers believe that they can help change the world through their own choices and actions, and many are even willing to accept a price premium of approximately 10%, reflecting growing consumer concern for and engagement with sustainability issues. This study takes the Carrefour impact store as its research subject. Since entering the Taiwanese market in 1989, Carrefour initially adopted price advantage as its core competitive strategy. However, with the launch of the Food Transition Plan in 2018, Carrefour gradually introduced sustainable products that integrate product values, environmental friendliness, and local Taiwanese characteristics. In 2019, the Carrefour impact store was established, representing the retail industry’s attempt to experiment with and practice sustainability-oriented transformation. Accordingly, this study adopts the Value Proposition model proposed by Alex Osterwalder in Value Proposition Design as its main analytical framework to examine whether the sustainable products offered by the Carrefour impact store align with consumers’ customer profiles, that is, whether their sustainability value is both recognized and genuinely needed by consumers. This research employs a case study approach, collecting data through field observations and in-depth interviews. Semi-structured interviews and non-participant observation are used to map the value proposition of the Carrefour impact store and to construct consumer customer profiles. The findings indicate that the Carrefour impact store effectively communicates sustainability concepts and creates a distinctive brand experience through spatial design, concentrated product displays, and the integrated use of diverse communication materials, enabling the retail environment to respond to consumers’ core concerns regarding health, safety, and sustainability goals. However, the range of products available in the Impact Store remains relatively limited, and differences exist in the consumer segments attracted by different store formats. While a certain degree of alignment with consumer needs is evident in fresh food categories, overall, the sustainability value proposition of the Carrefour impact store has not yet fully aligned with the primary consumer base of the hypermarket system. This misalignment can be attributed to variations in consumer demand structures across store formats, with price remaining the dominant factor influencing purchase decisions. By contrast, functional, emotional, and social needs may represent key entry points for Carrefour to differentiate itself from other hypermarket and retail channels and to further strengthen its positioning in sustainability-related initiatives.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 3 第二章 文獻探討 5 第一節 量販業的發展與演變類型 5 第二節 量販業的永續實踐與永續行銷策略 10 第三節 品牌形象與體驗對消費者永續行為的影響 15 第四節 價值主張圖之價值地圖與顧客素描 20 第五節 個案介紹 26 第三章 研究設計 30 第一節 研究問題 30 第二節 研究架構與流程 31 第三節 研究方法 31 第四節 研究對象 34 第五節 研究工具 39 第六節 資料處理與分析 40 第四章 價值主張與顧客適配研究分析 42 第一節 家樂福影響力概念店顧客素描 43 第二節 家樂福影響力概念店價值地圖 66 第三節 家樂福價值地圖與顧客適配分析 91 第五章 結論與建議 100 第一節 研究結論 100 第二節 研究建議 105 第三節 研究限制 107 參考文獻 110zh_TW
dc.format.extent 2507042 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112941018en_US
dc.subject (關鍵詞) 家樂福影響力概念店zh_TW
dc.subject (關鍵詞) 永續商品zh_TW
dc.subject (關鍵詞) 價值主張zh_TW
dc.subject (關鍵詞) 顧客適配zh_TW
dc.subject (關鍵詞) 永續行銷zh_TW
dc.subject (關鍵詞) Carrefour impact storeen_US
dc.subject (關鍵詞) Sustainable productsen_US
dc.subject (關鍵詞) Value propositionen_US
dc.subject (關鍵詞) Customer fiten_US
dc.subject (關鍵詞) Sustainable marketingen_US
dc.title (題名) 台灣量販業的永續商品價值主張與顧客適配之研究—以家樂福影響力概念店為案例zh_TW
dc.title (題名) A Study of the Value Proposition and Customer Fit of Sustainable Products in Taiwan’s Hypermarket Industry—A Case Study of Carrefour Impact Storeen_US
dc.type (資料類型) thesisen_US
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