近十年來急速的經濟成長，加上2004年末即將開放的市場背景，這樣戲劇性的環境變化下，上海的角色勢必從世界的工廠躍為世界的消費者。在羅森的使命陳述“一切為了客戶”前提之下，本文將討論羅森—上海便利店的模範企業—在新的環境下如何達到他們的目的“The Hot Station in the Neighborhood”，透過分析各種環境因素，如：內部環經、產業環境、及總體環境來做策略選擇， 再經由個案分析後本文發現上述三種環境影響羅森的關鍵因素如下：

一、內部環境關鍵因素：和當地員工“面對面的溝通”。
二、產業環境關鍵因素：與當地的stakeholder“合作”。
三、總體環境關鍵因素：提供上海人民“便利的生活”。
    
  經過上述分析後，目前羅森在上海的競爭選擇為：“一切為了上海”，即建議羅森將焦點集中在上海的投資以將羅森的缺點轉化為競爭優勢。

Under the dramatic environmental changing backgrounds such as rocket economic growth in this decade and full market opening against foreign capitals at the ends of 2004, Shanghai, which have more than half of CVS in China, is surely starting to change its rule from “world factory” to “world customer”. In this thesis, how Lawson, Shanghai CVS model of Sino-Japanese enterprise, will take a strategic choice at this stage, and how they will be able to accomplish its vision “The hot station in the neighborhood” under new environmental conditions is mainly analyzed through its surrounding various influential environmental elements including internal, industrial and macro environment under its mission Statement “For the Customer”. As the result of analysis, our findings are presented below:

Key factors against three levels environmental impacts on Lawson:

(1) Internal Environment key factor: “Face to Face 
    Communication” with local staffs
(2) Industrial Environment key factor: “Cooperation” 
    with local stakeholders
(3) Macro Environment key factor: “Convenience Life”    
    for Shanghai people

  As the result of three different level of environment impact on Lawson, Strategic Choice at this stage is “For Shanghai City” which suggests Lawson should stay and make effort to invest in Shanghai, not other places. This strategic choice can offset the Lawson’s weakness and shortcoming, and even shift into Lawson’s competitive advantage in Shanghai retailing market.

Index

Chapter 1 Introduction……………………………………………………...1
1-1 Research Background and Motivation………………………………………………1
1-2 Research Objectives…………………………………………………………………2
1-3 Research Range and Limitation………………………………..................................3
1-4 Research Method and Process……………………………………………………….5

Chapter 2 Literature Review………………………….................................7
2-1 Researches Relevant to Internal Environment Impacts on Organization …………...8
2-2 Researches Relevant to Industrial Environment Impacts on Organization………...12
2-3 Researches Relevant to Macro Environment Impacts on Organization……………18
2-4 Researches Relevant to CVS Retailing…………………………………………….22

Chapter 3 Framework…………………………………………………......27
3-1 Mission Statement………………………………………………………………….28
3-2 7S Framework……………………………………………………………………...34
3-3 Five Forces Model………………………………………………………………….42
3-4 SEPT………………………………………………………………………………..55
3-5 Strategic choice……………………………………………………............……….60

Chapter 4 Case Study (Shanghai Hualian Lawson)………………………62
4-1 Mission Statement Analysis………………………………………………………..63
4-2 Internal Analysis…………………………………………………………………...71
4-3 Industrial Analysis………………………………………………………………….86
4-4 Macro Environmental Analysis…………………………………………………...100
4-5 Strategic Choice…………………………………………………………………..113

Chapter 5 Conclusion……………………………………………………119

Reference………………………………………………………124

List for Tables

Table 2-1 Summarization for researches relevant to internal environmental impacts against organization.........................................................................................................12
Table 2-2 Summarization for researches relevant to industrial environmental impacts against organization………....………………………………………………………….17
Table 2-3 Summarizations for researches relevant to macro environmental impacts against organization.........................................................................................................21
Table 2-4 Summarizations for researches relevant to CVS retailing………..................26
Table 4-1 Assessments Results of Lawson’s Mission Statement……………...………70
Table 4-2 Store Development Records……………………………….……….……….76
Table 4-3 Lawson’s product development structure…………………..………….……84
Table 4-4 Assessments Result of Lawson’s 7S..............................................................86
Table 4-5 The Development situation of Shanghai CVS in 2000-2003…………….....88
Table 4-6 Lawson’s Financial Sheet…………………………………………………...89
Table 4-7 Assessments Result of Lawson’s Five Forces................................................99
Table 4-8 Shanghai Income Index................................................................................104
Table 4-9 Shanghai the average capital GDP, Retailing sales……………………….107
Table 4-10 Industrial structure change…………….……………………………..…..108 Table 4-11 Main Points of Retail industry market opening through joining the 
WTO..............................................................................................................................110
Table 4-12 Assessments Result of Lawson’s SEPT………………………………….113
 
List for Figures

Figure 1-1 Research process……….................................................................................6
Figure 3-1 Ashridge model…………….........................................................................34
Figure 3-2 7S Framework...............................................................................................42
Figure 3-3 Five Forces Model…....................................................................................55
Figure 3-4 SEPT model……..........................................................................................59
Figure 3-5 Strategy management model….....................................................................61
Figure 4-1 Organization tree...........................................................................................73
Figure 4-2 Lawson’s distribution process………………...............................................95
Figure 4-3 Formation of Bailian Group………………………………………..............96
Figure 4-4 Shanghai age structure in 2000………………...........................................103
Figure 4-5 Lawson Strategy Formulation model..........................................................118

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