コンビニエンスストアにおける移動販売と宅配事業の戦略的位置づけ

抄録

Based on social changes and potential problems faced by convenience stores, this study analyzed the business models of convenience stores offering Mobile Sales (MS) and Homedelivery Services (HDS), and then discussed the strategic significance in relation to improving relative businesses. By analyzing case studies of typical enterprises and conducting comparative analyses with other retailing formats, we reached the following conclusions. First, MS and HDS of convenience stores are still in the exploratory stage, but experience accumulated so far has been flexibly applied to the trial processes and technical innovations have been gained through trial and error. Secondly, unique competitive advantages of MS and HDS compared to the other retail formats may emerge, with the precondition that the convenience store had fully exploited its specialties – “small lot, short lead time and high level of convenience.” However, a convenience store must construct a more efficient sales system and pursue a more sweeping low-cost strategy to realize the aforementioned advantages. We put emphasis on the development of MS and HDS to expand into new markets and admit that direct contributions of the business are limited for the industry at the present stage. In the longer term, the promotion of MS and HDS will encourage evolution of the business model and retail format of convenience stores, and will become an excellent example of shared-value creation.