(3.232.129.123) 您好!臺灣時間:2021/03/04 18:31
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:黃英毅
研究生(外文):HWANG, YING-YI
論文名稱:鞋品實體零售通路數位行銷現況及改善建議之研究:以C公司為例
論文名稱(外文):The Study of Current Digital Marketing Strategies and Improvement Suggestions for Physical Channels of Footwear Industries:A Case Study of Company C
指導教授:陳純德陳純德引用關係
指導教授(外文):CHEN, CHUN-DER
口試委員:許碧芳謝佳宏
口試委員(外文):HSU, PI-FANGHSIEH, CHIA-HUNG
口試日期:2020-06-19
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理學院高階經理碩士在職學位學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:93
中文關鍵詞:鞋品零售全通路展示間效應數位行銷價值共創
外文關鍵詞:Footwear RetailingOmni ChannelShowrooming EffectDigital MarketingValue Co-Creation
相關次數:
  • 被引用被引用:0
  • 點閱點閱:166
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:62
  • 收藏至我的研究室書目清單書目收藏:0
零售業是驅動世界經濟的主要動力,根據Von Briel (2018) 的統計資料,全世界零售創造了22.6兆美元產值佔世界GDP 31%。雖然零售業營收及市場規模皆呈逐年成長趨勢,但對實體通路業者來說卻面臨極大的威脅及挑戰。其中鞋品零售業者更是面臨同業激烈競爭與網路電商的搶食市場。各業者不但面臨全球鞋品消費傾向迅速轉向的巨大改變,實體通路及網路電商的行銷模式不斷創新,行銷方式快速變化的艱鉅挑戰。面對變局為求企業經營營收及利潤穩定成長,個案C公司高層不斷竭盡心力,研究各種創新數位行銷模式以求獲得持續優勢。因此本研究希望藉由提案各種創新數位行銷營運模式建議,以作為C公司新的決策方向之參考。
本研究透過「實地訪談」及「專家訪談」兩部分來進行。在實地訪談部分,透過C公司副總經理訪談了解該公司目前的營運狀況、遭遇困難及因應措施,並將訪談內容加以歸納成研究發現重點。其次在「專家訪談」部分,本研究邀請具多年實務豐富經驗專家,針對所訪談及本研究所作之數位行銷建議與規劃內容,研究其可行性並給予修正及追加相關建議。經本研究歸納出C公司 (1) 產品策略、展店及營收方面較其他競爭者有特有之直營策略及獲利模式,(2) 重視顧客關係及會員經濟,且以地區性顧客為重點,(3) 有其獨特且具成效之對抗線上電子商務所引發之展示間效應之策略,以及 (4) 持續創新使用更新的數位行銷等營運策略。此後專家也根據C公司現有數位行銷策略,給予多項可以持續改善及創新之建議,包括如:全通路整合策略、門市與商圈整合策略,以及科技與社群相關數位行銷之使用評估等。本研究透過深入的個案公司及專家訪談方式歸納並提供數位行銷推展建議策略,希望能給予傳統實體零售通路,包括鞋品或生活用品等業者,了解目前所面臨的困境、環境發展及可能的解決方案為何,協助業者創新改變,強化其環境調適力及持續的競爭優勢是盼。


The retail industry is the main driving force for the world economy. According to the statistics of Von Briel (2018), the world ’s retail industry has created 22.6 trillion US dollars of output value, accounting for 31% of world GDP. Although the revenue and market size of the retail industry are increasing year by year, they are facing great threats and challenges for physical retailing channel administrators. Among them, the footwear retail industry is facing the fierce competition of the same rivals and the e-commerce players. Moreover, not only are various industries facing a tremendous change in the global consumption trend, the marketing model of physical channels and online e-commerce is constantly innovating, and the rapid change of marketing methods is the daunting challenge. In the face of changing circumstances and in order to achieve stable growth in business revenue and profits, the senior management of Case Company C continued to make every effort to study various innovative digital marketing models in order to obtain sustainable advantages. Therefore, this study hopes to propose various innovative digital marketing operation models as a reference for Case Company C’s new decision-making direction.
This research is conducted through two stages: “field interview” and “expert interview”. First, in the field interview stage, through the interview of the deputy general manager of company C, this study empirically understood the company’s current digital marketing and operating situation, difficulties and these contents were summarized. Secondly, in the “Expert Interview” stage, this study invites experts with many years of practical experience to study the feasibility of the digital marketing recommendations and planning made by the interviews and this study, and to make corrections and add relevant suggestions. This study concludes that Company C (1) has a unique direct sales strategy and profit model compared to other competitors in product strategy, store layout/design and revenue, (2) pays attention to customer relations and member economy, and focuses on regional customers, (3) has its own unique and effective strategy to fight the showrooming effect caused by online e-commerce, and (4) continuous innovation and use of updated digital marketing and other operational strategies.
Moreover, our experts also give suggestions for continuous improvement and innovation based on Company C’s current digital marketing strategy, including omni-channel integration strategy, store and business district integration strategy, and the use evaluation of technology and community-related digital marketing. This research summarizes and provides innovative and digital marketing strategies through in-depth case study and expert interviews, hoping to give traditional physical retail channels, including footwear or daily necessities, to understand the current difficulties, environmental development and possible solutions. We hope to help the relevant industry to innovate and change, strengthen its environmental adaptability and sustainable competitive advantage through this study.
目 錄
頁次
目 錄 I
圖 目 錄 IV
表 目 錄 V
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 3
第二章 文獻探討 5
2.1 全通路發展歷程及挑戰 5
2.2 零售通路數位行銷:科技使用與內容範例 7
2.3 台灣鞋業零售業全通路發展概況 9
2.3.1 市場消費趨勢變化 10
2.3.2 未來發展與策略 11
2.4 數位行銷之方法與應用技術範例 13
2.5 鞋類零售連鎖企業面臨的經營危機 15
第三章 產業現況分析及研究設計 18
3.1 公司沿革 18
3.2 營業項目 19
3.3 目前所面臨的困境 21
3.4 資料收集及分析方法 22
第四章 訪談結果整理與創新數位行銷策略之建議 25
4.1 C公司企業營運及數位行銷現況 25
4.1.1 產品策略、展店及營收 26
4.1.2 顧客關係及會員經濟的重視 27
4.1.3 展示間效應之對抗 29
4.1.4 數位行銷應用現況 30
4.2 C公司創新數位行銷策略建議 30
4.2.1 精準行銷資訊系統建立及決策使用 31
4.2.2 會員忠誠機制強化 32
4.2.3 聯合行銷的強化策略 34
4.2.4 各種創新通路強化策略 35
4.2.5 科技與社群相關數位行銷之使用評估 39
第五章 研究結論與建議 41
5.1 研究結論 41
5.2 研究貢獻與建議 41
5.3 研究限制 44
5.4 後續研究建議 44
參考文獻 46


一、英文文獻
1. Piotrowicz, W. & Cuthbertson, R. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing, International Journal of Electronic Commerce, 18(4), 5-15.
2. von Briel, F. (2018). The Future of Omnichannel Retail: A Four-stage Delphi Study. Technological Forecasting & Social Change, 132, 217-229.
3. Stone, B. & Jacobs, R. (1994). Successful Direct Marketing Methods, Linco lnwood: NTC Bussiness Books.
二、中文文獻
1. TCFA台灣連鎖暨加盟協會 (2019)。2019台灣連鎖店年鑑–產業分析篇.鞋店產業動態分析。
2. 陳純德 (2017)。數位行銷實驗室建置–結合推拉策略與大數據建構全通路購物體驗計畫。
3. 陳美如、陳純德、王嘉珍、黃莉婷 (2011)。優化商業標竿教學個案—風尚數位科技(股)公司。100年度優化商業創新與網絡發展計畫,經濟部商業司。
4. 李永山、黃錦山、許譽勝(2008)。以修正式德菲法探討台灣資訊軟體公司競爭策略之研究。資訊電子學刊,3 (1),頁39-50。
5. 劉建宏 (2013)。應用3:世界花園橋峰A+ 虛實點數整合 集結社區消費力。《數位時代》第235期,178-179。
7. 經濟部商業司 (2018)。用數位創新 重新擦亮旅狐國際品牌價值。今周刊,取自:https://www.businesstoday.com.tw/article/category/80394/post/201811160002/%E7%94%A8%E6%95%B8%E4%BD%8D%E5%89%B5%E6%96%B0%20%E9%87%8D%E6%96%B0%E6%93%A6%E4%BA%AE%E6%97%85%E7%8B%90%E5%9C%8B%E9%9A%9B%E5%93%81%E7%89%8C%E5%83%B9%E5%80%BC
三、網頁
1.30雜誌 (2017)。穿搭達人變身 串起百大網紅供應鏈,2020/3/18,取自遠見雜誌:https://www.gvm.com.tw/article/46359。
2.bsfcapital (2017). Growing impact of showrooming on retail businesses, Retrieved 2019/12/28, from https://www.bfscapital.com/blog/impact-of-showrooming-on-retail-businesses
3.eMarketer Report (2017). Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021, Retrieved 2020/3/18, from https://www.emarketer.com/Report/Worldwide-Retail-Ecommerce-Sales-eMarketers-Estimates-20162021/2002090
4.Ho, N. (2018)。日本新創 Flicfit 打造 3D 掃描系統,讓各種腳型都能迅速找到適合鞋子,2020/3/18,取自TechNews科技新報:https://technews.tw/2018/05/24/flicfit-3d-shoes-scanning-system/。
5.Khan, H. (2018). Consumers are showrooming and webrooming your business, here's what that means and what you can do about it, Retrieved 2019/12/28, from https://www.shopify.com/retail/119920451-consumers-are-showrooming-and-webrooming-your-business-heres-what-that-means-and-what-you-can-do-about-it
6.National Purchase Diary (2018). U.S. Footwear Industry Growth Continues to be Comfort-Driven, Reports NPD, Retrieved 2019/12/28, from https://www.npd.com/wps/portal/npd/us/news/press-releases/2018/us-footwear-industry-growth-continues-to-be-comfort-driven-reports-npd/
7.Peterson, H. (2019). More than 8,200 stores are closing in 2019 as the retail apocalypse drags on — here’s the full list, Retrieved 2020/3/15, from https://www.thetelegraph.com/technology/businessinsider/article/More-than-3-600-stores-will-close-in-2018-12464613.php
8.Rigby, D.K. (2011). The future of shopping, Retrieved 2019/12/12, from Harvard Business Review, https://hbr.org/2011/12/the-future-of-shopping
9.八八五財經 (2018)。星期六鞋业1年亏掉7年利润 国内三大女鞋企业遭遇“滑铁卢”, 2019/12/28,取自:http://www.885.com/a/233890.html。
10.全家福旗艦店網頁 (2020)。2020/3/18,取自:https://tw.buy.yahoo.com/ystore/familyshoesmall/productList。
11.自由時報 (2019)。LA NEW 2.0來臨!首推業界唯一全方位科技量測系統,2020/03/18,取自:https://market.ltn.com.tw/article/6875。
12.今日新聞 (2019)。款式舊又老氣!「鞋全家福」為何還活著? 消費者揭主因,2019/9/24,取自:https://www.nownews.com/news/20190812/3559846/。
13.自由時報iStyle頻道報 (2018)。Nine West驚傳破產!將賣15億美元智慧財產權抵債?,2019/12/28,取自:https://style.yahoo.com.tw/nine-west%E9%A9%9A%E5%82%B3%E7%A0%B4%E7%94%A2%EF%BC%81%E5%B0%87%E8%B3%A315%E5%84%84%E7%BE%8E%E5%85%83%E6%99%BA%E6%85%A7%E8%B2%A1%E7%94%A2%E6%AC%8A%E6%8A%B5%E5%82%B5%EF%BC%9F-120037275.html。
14.卓宜姿 (2019)。實體零售業入寒冬! 折扣、平價店靠CP值解凍,2019/9/5,取自:https://news.tvbs.com.tw/life/1194811。
15.吳金英 (2018) 。世足賽開踢 製鞋high,2019/11/3,取自中華徵信所:http://www.credit.com.tw/creditonline/Epaper/IndustrialSubjectContent.aspx?sn=237&unit=441。
16.邱立玲 (2019)。「真皮鞋王」破產下市 達芙妮中國夢碎大虧138億台幣,2019/12/28,取自信傳媒:https://tw.news.yahoo.com/%E7%9C%9F%E7%9A%AE%E9%9E%8B%E7%8E%8B-%E7%A0%B4%E7%94%A2%E4%B8%8B%E5%B8%82-%E9%81%94%E8%8A%99%E5%A6%AE%E4%B8%AD%E5%9C%8B%E5%A4%A2%E7%A2%8E%E5%A4%A7%E8%99%A7138%E5%84%84%E5%8F%B0%E5%B9%A3-004556233.html。
17.林孟汝 (2018)。台零售業上半年營收年增4.7% 創7年新高,2019/12/25,取自經濟日報:https://money.udn.com/money/story/5641/3332831。
18.東方線上 (2019)。2019年台灣消費市場趨勢,2019/10/15,取自:http://www.isurvey.com.tw/2_event/detail.aspx?id=265。
19.柯志賢 (2019)。全球零售業發展趨勢及轉型策略,2019/10/15,取自勤業眾信2019零售力量與趨勢展望報告:https://www2.deloitte.com/tw/tc/pages/consumer-business/articles/global-retailing-development.html。
20.許文貞 (2015)。[2015 Meet Taipei] 電商將「退場」?何英圻:找到虛實整合媒介,未來是「零售業+」時代,2019/12/18,取自數位時代:https://www.bnext.com.tw/article/38059/BN-2015-11-26-181654-143。
21.陳賢澔 (2017)。新零售、全通路、O2O | 為何觀念大家都有,卻少有品牌做得到位,2019/10/15,取自91APP:https://www.91app.com/blog/new-retail-concept/。
22.程倚華、高敬華(2019)。超零售時代來臨,解析3大關鍵要素,2019/12/14,取自數位時代:https://www.bnext.com.tw/article/53150/-super-retail。
23.魯真 (2016)。塑造以人為本創新結盟商業模式:五南書局成功轉型,2020/5/13,取自105年度服務業創新研發計畫 (SIIR):https://gcis.nat.gov.tw/neo-s/Web/Download/7d6d91da-b9e1-4c39-b730-6fd6c85f1dbc.pdf。
24.經濟部統計處 (2019)。107年12月批發、零售及餐飲業營業額統計,2019/12/13,取自: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=5672。
25.魏喬怡 (2018)。主題式投資 流行趨勢一把抓,2019/12/28,取自工商時報:https://www.chinatimes.com/newspapers/20181226000523-260208。
26.鄭伊庭 (2018)。擁抱數位化科技,Nike靠3招創新體驗,成全球最有價值品牌,2020/3/18,取自今周刊:https://www.businesstoday.com.tw/article/category/154686/post/201803020048/%E6%93%81%E6%8A%B1%E6%95%B8%E4%BD%8D%E5%8C%96%E7%A7%91%E6%8A%80%EF%BC%8CNike%E9%9D%A0%EF%BC%93%E6%8B%9B%E5%89%B5%E6%96%B0%E9%AB%94%E9%A9%97%EF%BC%8C%E6%88%90%E5%85%A8%E7%90%83%E6%9C%80%E6%9C%89%E5%83%B9%E5%80%BC%E5%93%81%E7%89%8C。

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
無相關論文
 
無相關期刊
 
無相關點閱論文
 
系統版面圖檔 系統版面圖檔