益形壯大的八腳章魚－7-Eleven

郭東益　高嘉伶　倪嫈琪

Our research paper details the transition of 7-ELEVEN in Taiwan. We describe its original design and the recent development of multi-functions. We will also try to explain how the development of multi-functions at Taiwan’s 7-ELEVENs is linked to the emergence of some other important social phenomena.

Our research paper is divided into three parts. First, we provide a brief introduction to 7-ELEVEN’s historical background, including the origin and the development of the enterprise, the distribution of the stores, its related corporation and its famous and successful products. In this part, we emphasize that the original aim and function of 7-ELEVEN was merely to provide a clean shopping environment, which is quite different from its present function—not only selling products but also offering various convenient services.

In the second part of the paper, we use 7-11’s service-based products and different kinds of services to explain the rise of multi-functions and the establishment of 7-11’s image as a Community Service Center. Then, we discuss the reasons for the adoption of multi-functions in relation to management concerns—technology, efficiency and benefit. In addition, we analyze the way it helps with marketing needs—consistency, precise execution, and the cooperation with other related companies.

In the third part of the paper, we talk about the social meanings and the influences of the newly adopted multi-functions. We use the idea of double multi-functions to describe the increasing co-dependence between customers and sellers. On the part of customers, they can benefit from the convenience, efficiency and predictability from multi-functions; and as for the sellers, they can also gain profit saving costs and gaining other favorable bonus. The changes in shopping habits of customers in Taiwan are discussed in relation to such developments. Finally, we point out possible problem areas in the development of 7-ELEVEN’s multi-functions.