精品連鎖通路的關鍵成功因素： 以嘉晏光學為例

Abstract

本研究以質化訪談的方式來了解精品連鎖通路的關鍵成功因素，經由與嘉晏光學的高層、經理與客戶進行訪談，再將結果與嘉晏光學的高層再次進行訪談，以確認管理意涵與研究結果的正確性，進而更深入了解精品連鎖通路的關鍵成功因素。 訪談結果顯示，精品連鎖通路的關鍵成功因素可以從合作夥伴（經營者的想法、區隔的商圈）；關鍵活動（故事行銷、產品價值）；關鍵資源（銷售分紅、品牌價值）；價值主張（高品質的精品、專屬的銷售點、完整的輔導機制）；顧客關係（互動機制的建立）；通路（區域銷售的機制）；目標族群（市場區隔的建立、代言人的吸引、關係行銷的提供）；成本結構與收入模式（分紅機制的建立）來進行塑造，期待本研究的結果能讓市場上想進入精品連鎖通路的業者參考。

This study uses qualitative interviews to understand the key success factors of boutique chain stores. Via interviews with executives, managers, and customers from Changsoptical, the researchers uses the result to confirm the management implications and the correction of research and this research is reconfirmed by the supervisors from Changsoptical. This research understands further the key success factors of boutique chain stores. The result shows that,the key success factors of boutique chain stores are from their partnership(executor’s thoughts and the division of market), key activities (storytelling and product value), key resources (selling dividends and brand value ), value proposition ( luxury boutique , exclusive selling spots, complete counseling system ), customer relationships (the establishment of an interactive system), channels(regional selling system ), target groups ( the establishment of market segmentations , the attraction from spokesperson and the offer of relationship marketing), and the model between cost structure and revenue (the establishment of dividends system). We are looking forward to giving good advertisement to boutique chain stores though this study.