疫情衝擊下數位轉型對零售業經營績效影響之探討

Analysis of the impact of digital transformation on retail industry operating performance under the impact of the epidemic

近年受新冠疫情影響，全球零售產業面臨諸多挑戰，促使企業改變經營模式。在疫情下，數位轉型脫穎而出，成為零售業面對疫情的重要策略。本研究以台灣大型零售業為主要個案研究對象，期能了解疫情影響下零售業的變化，及數位轉型的發展對零售業財務績效的影響。研究得知:百貨零售業不論是線上會員制度或行動裝置APP在疫情前已有所發展，因應疫情皆調整並加速數位經營的模式及策略。百貨零售業歷經疫情的獲利能力與經營能力:新光三越與統一超商的毛利率微幅降低，但已回到原有水準，誠品生活的現金流量、每股盈餘及每股淨值較受疫情影響，較明顯降幅，而新光三越與統一超商及誠品生活的營業額在微幅下降後，皆已回升並超過疫情前之數值。建議企業在數位轉型過程中，應加強客戶體驗的優化，透過數據分析、個性化服務等方式，提升客戶滿意度並促進忠誠度，其將為企業提升長期競爭力和可持續發展的重要助力。

Affected by the epidemic in recent years, the global retail industry has faced many challenges, prompting companies to change their business models. During the epidemic, digital transformation came to the fore and became an important strategy for the retail industry to face the epidemic. This study takes Taiwan's large-scale retail industry as the main case study object, hoping to understand the changes in the retail industry under the influence of the epidemic and the impact of the development of digital transformation. The profitability and operating capabilities of the department store retail industry have generally recovered after the epidemic. The gross profit margins of Shin Kong Mitsukoshi and Uni- President Supermarkets decreased slightly, but have returned to their original levels. After a slight decline, the sales of Shin Kong Mitsukoshi, Uni-President Supermarket and Eslite Lifestyle have all rebounded and exceeded the pre-epidemic figures. It is recommended that enterprises should strengthen the optimization of customer experience during the digital transformation process to improve customer satisfaction and promote loyalty.