Abstract
Hypermarket is a type of chain retailing business. Its main marketing function is to provide a shopping environment that fulfills the needs for item variety, one-stop-shopping, good bargains, and comfort. The market segment of a hypermarket is very distinctive compared with that of supermarkets, convenient stores, and department stores.In the realm of enterprise competition strategy, it is emphasized that the strategy must be dynamic, and the cooperation must be continuous, so that the goal can be achieved flexibly and effectively. Therefore, to a hypermarket, this includes the strategies of location selection, flow planning, pricing, item variety, quality, service, brand management, positioning, differentiation, innovation, bastion construction, strategy manipulation, and the creation of attraction. Success and survival hinge on all of the above.Hypermarkets belong to an industry that is low gross margin and high turnover rate. Therefore, the competitive advantages of hypermarkets rely on high efficiency and low cost. Globally speaking, hypermarket groups, putting aside the scale, all follow this rule in order to gain profit(or earn a living).In this research, we take the local hypermarket, RT-Mart, as an example to study how it defeats most hypermarkets and survives internationally, as well as how it leaps, within three years, to the second biggest in the hypermarket business in Taiwan. The market for hypermarkets is not yet saturated in Taiwan. The followers may take the case research of RT-Mart as their reference. Meanwhile, that is what this research is devoted to.