1932年台灣第一家菊元百貨開幕，宣告著台灣開啟新潮文化新紀元。隨著時間的增加，全台百貨數目也不斷上升，雖因競爭者眾、市場飽和、同質性高、顧客喜好快速改，各百貨業績明顯衰減，各大百貨仍持續投資。面對如此競爭的市場，百貨尋求新經營模式、建立獨特性、區別化經營，為達成此目的，百貨紛紛投入轉型。
綜觀高雄百貨產業及近期推動轉型之百貨，本文選定高雄漢神百貨本館作為本研究之個案，分析本個案轉型之關鍵成功因素，除收集各家媒體之報導與數據，更運用深度訪談方式了解工作人員之意見，為使結論更加準確再與二十名第一線工作人員確認對轉型之關鍵成功因素之認知，探討該公司轉型之關鍵成功因素。並將本研究原擬定之八個關鍵成功因素下修為六項，分別為透過大數據分析訂定策略、鎖定精品客層、軟硬體的強化與提升、數位媒體行銷、尋求外部顧問公司協助、以資料系統為轉型手段。
個案公司的經營與策略方式並非一成不變，而是透過外在與內在環境的觀察，分析影響該企業之因素並帶動其策略的改變，最終推動轉型，換言之，國內百貨市場的競爭終將推動百貨的轉型與提升，以迎合市場及消費者的需求，是未來可持續研究的方向。

In 1932, Kikumoto Department Store opened and thus a modern age of Taiwanese culture began. As times goes on, the number of department stores in Taiwan increased. Including intense competition, market saturation, channel shift and fast-evolving customer habits, has pushed many department stores to the brink. Investor still keep their faith in department stores industry. Department stores have to reinvent the economics of their business, be distinctive, differentiated management to remain competitive and ensure consumer stick around. In order to achieve this goal, department stores have been aggressively transforming and integrating into a better version of themselves.
From a comprehensive survey and analysis of department stores and recent department stores transformation in Kaohsiung, we choose Hanshin department store as our case study. Through in-depth interviews with senior executives and staffs of the case company and the compilation of relevant information to confirm the key success factors of Hanshin department store with frontline staffs. After this we adjust the original eight-factor model into six. The six key success factors are: building business strategies that incorporate with big data, winning high-end customers in luxury market, improvement of software and hardware, digital media marketing, seeking advice from consultant, using database management system as the foundation of transformation.
The case company's operating policy and strategic thinking, it is not rigid or fix, but analysis the factors which might influence company and its strategies through observation of internal and external environment. Transformations often begin from these changes and ultimately benefit the entire company. In other words, the intense competition among department stores will leads the industry to improve and transform and offer consumers a unique proposition or experience they needed.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究流程與範圍 5
第二章 文獻探討 6
第一節 企業轉型 6
第二節 關鍵成功因素 13
第三章 研究方法 19
第一節 研究架構 19
第二節 研究設計 21
第三節 研究方法 23
第四節 研究限制 24
第四章 個案研究與資料分析 26
第一節 百貨產業現況 26
第二節 漢神百貨介紹與轉型績效分析 29
第三節 關鍵成功因素分析 37
第四節 訪談內容 41
第五節 訪談分析整理 43
第五章 結論與建議 50
第一節 研究結論 50
第二節 研究建議 52
參考文獻 55

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