在各零售業者紛紛發展自己的電子支付，以建立自己的生態圈，惟臺灣電子支付領域競爭激烈，面對獲利問題，若選擇採取數據變現又該如何執行，其中又將面臨何種困境，因此本研究探討全聯福利中心如何透過全支付平台（PX Pay Plus）發展生態系，並實現數據變現的目標。全聯過去在經營上便積極與各式夥伴合作，例如提供供應商銷售資訊以調整產品和出貨，並與在地小農合作，融入地方生活。全支付平台的推出，不僅解決了全聯門市結帳排隊的問題，還增加了與顧客的接觸點，並吸引更多外部企業合作，共同擴展全聯生態系。全聯生態系合作夥伴可分為關鍵與非關鍵兩類，關鍵夥伴將推動生態系創新，非關鍵夥伴則有助於拓展顧客接觸點，鞏固生態系基礎。
由於電子支付普遍面臨虧損問題，本研究提出以數據變現創造新獲利來源。由全支付平台收集到大量數據，並且運用四大價值槓桿協助全支付未來發展，吸引更多合作夥伴，共同成長壯大，為數據變現奠定競爭優勢。本研究亦提出數據變現將面臨的潛在困境，並提供解決方案，同時借鑒街口支付的成功經驗，提出策略和功能改進建議。
另外，透過問卷調查顯示使用者認為全支付的通路數量不足，因此全支付需繼續推廣通路並同時提升服務，以提升市佔率。最終，希冀全聯透過全支付平台成功打造出完整的生態系統，並實現數據變現，創造更多獲利來源，有效整合資源，提供多樣化服務，靈活應對市場需求，保持在競爭激烈的零售市場中的領先地位，還可以作為零售業者的榜樣。

As various retailers develop their own digital payments to establish their ecosystems, Taiwan's digital payment sector faces intense competition and profitability challenges. This study explores how PX Mart can develop its ecosystem through the PX Pay Plus and achieve the goal of data monetization. PX Mart has historically engaged in proactive collaborations with various partners, such as providing suppliers with sales information to adjust products and shipments and partnering with local farmers to integrate into local life. The launch of the PX Pay Plus not only addressed the issue of long checkout lines at PX Mart but also increased customer touchpoints and attracted more external corporate partnerships to jointly expand the PX Mart ecosystem. PX Mart's ecosystem partners can be categorized into key and non-key partners. Key partners drive ecosystem innovation, while non-key partners help expand customer touchpoints and strengthen the ecosystem's foundation.
Given the common issue of losses in the digital payment sector, this study proposes creating new revenue streams through data monetization. The vast amount of data collected through the PX Pay Plus can be leveraged using four major value levers. These efforts can aid PX Pay Plus’s future development, attract more partners, and establish a competitive advantage in data monetization. The study also addresses potential challenges in data monetization and offers solutions, drawing on the successful experiences of JKO Pay to propose strategic and functional improvements.
Furthermore, survey results indicate that users feel the number of channels for PX Pay Plus is insufficient. Therefore, PX Pay Plus needs to continue promoting its channels while enhancing services to increase market share. Ultimately, it is hoped that PX Mart will successfully build a comprehensive ecosystem through the PX Pay Plus, achieve data monetization, create more revenue sources, effectively integrate resources, offer diverse services, flexibly respond to market demands, and maintain its leading position in the highly competitive retail market. This success can also serve as a model for other retailers.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
第一章 緒論 1
第一節 背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻回顧 5
第一節 零售業 5
第二節 商業生態系統 8
第三節 數據變現 14
第四節 多元獲利模式 19
第三章 研究方法 21
第四章 個案研究 22
第一節 個案介紹 22
第二節 全聯生態系 24
第三節 全聯生態系數據變現之路 30
一、 數據變現架構 30
二、 數據變現潛在困境 35
三、 與同業比較 41
第四節 使用者狀況 46
第五章 結論與建議 54
第一節 結論 54
第二節 研究限制與未來發展方向 55
參考文獻 56
附錄-問卷 62

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