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標題: | 無店舖商務平臺之競爭與行銷策略解析 Non-store Business Platform Relevant Competitive and Marketing Strategy Analysis |
作者: | "Lai, Wen-Chi" 賴玟錡 |
指導教授: | 王銘宗 |
關鍵字: | 無店舖商務平臺,關鍵成功因素,競爭策略,行銷策略,顧客滿意度, Non-store Business Platform,Critical Successful Factors,Service Quality,Customer Satisfaction Indicator(CSI), |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 中文摘要
中華民國經濟部商業司於2015年12月發佈,將爭取投入2.5億元,選定零售業及物流業作為領頭羊,規劃結合商業4.0科技,導入生產力4.0的大數據、互聯網及自動化等,打造以消費者導向為核心理念,做到智慧全通路零售目標(零售4.0),帶動農工商產品做跨境行銷。 零售4.0時代的通路類型不僅包括有形店鋪,如實體店鋪、服務網點等;還包括無店鋪商務平臺,例如:電視購物、直效行銷、3C科技媒體通路、VR(Virtual Reality,虛擬實境)/AR(Augmented Reality,擴增實境)/SR(Substitution Reality,替代實境)/MR(Mixed Reality,混合實境)、…等;同時,零售4.0透過雲端計算、大數據、物聯網等科技應用,更能順暢有效率地打通全渠道並整合通路,便於為全球顧客提供無接縫且一致性的全流程優質消費體驗。 本研究以無店舖商務平臺為研究對象,探討其營運關鍵成功因素,以做為實務經營上的相關策略參考。根據關鍵成功因素的文獻探討與專家訪談,進行關鍵成功因素之修正,將其歸納為四大構面,並篩選出16項關鍵成功因素,包含「策略構面」、「產品構面」、「技術構面」和「服務構面」等。其中,「策略構面」包含通路資源、策略聯盟、垂直整合、規模經濟等四項準則;「產品構面」包含產品品質、品牌形象、商品企劃力、產品價格及促銷等四項準則;「技術構面」包含顧客關係管理技術、e化企業流程、物流能力、知識管理及創新營運等四項準則;「服務構面」包含服務品質、宅配服務、諮詢申訴服務、客製化服務等四項準則。再者,應用層級分析法以找出16項關鍵成功因素之相對權重,作為未來相關產業資源分配、決策制定與營運執行等之參酌用途。 針對訪談後回饋資訊,進行層級分析法分析。在各構面相對重要性上,得知主管最重視「產品構面」,其權數為0.4828,依次為技術構面(權數為0.1828)、服務構面(權數為0.1787)、策略構面(權數為0.1557);表示無店舖商務平臺之決策者認為「產品構面」是影響其企業營運績效成敗的關鍵要素。「產品構面」部份,產品品質的影響性最大,權重為0.5479,其次為品牌形象,權重為0.2022,第三為產品價格及促銷,權重為0.1375,第四為商品企劃力,權重為0.1124;「服務構面」經成對比較矩陣解析後,服務品質的影響性最大,權重為0.3119,其次為客製化服務,權重為0.2486,第三為宅配服務,權重為0.2228,第四為諮詢申訴服務,權重為0.2167;「技術構面」部份,知識管理及創新的影響性最大,權重為0.3352,其次為物流能力,權重為0.3026,第三為顧客關係管理技術,權重為0.1947,第四為e化企業流程,權重為0.1674;「策略構面」部份,策略聯盟的影響性最大,權重為0.3922,其次為垂直整合,權重為0.2117,第三為規模經濟,權重為0.1984,第四為通路資源,權重為0.1977。整體之評估要素權重分析之排行前十名依序為,服務品質(0.2645)、品牌形象(0.0967)、產品價格及促銷(0.0664)、知識管理及創新(0.0613)、策略聯盟(0.0610)、服務品質(0.0557)、物流能力(0.0553)、商品企劃力(0.0543)、客製化服務(0.0444)、宅配服務(0.0398)。 為進一步了解無店舖商務平臺對消費者行為之影響,本次以電視媒體購物平臺業者之「產品品質」、「服務品質」對消費者的「顧客滿意度」與「顧客忠誠度」,作為深入調研主題,並使用LISREL結構方程式為研究工具;本部份之研究透過問卷調查的方式,針對國內20~65歲之具電視購物經驗的消費者為調查對象,將研究地域範圍設定於台灣北部、中部、南部等三個人口密集的都會區,進行抽樣調查,問卷總共發放200份。 經由本研究實證分析結果發現結論如下: 1. 在線性結構關係模式中,主要目的在於以「服務品質」與「產品品質」之觀點,探討無店舖商務平臺中,對消費者滿意度與忠誠度之關聯性。研究中發現與「顧客滿意度」確實是重要的中介變項因素。 2. 服務品質、產品品質、消費者滿意度及消費者忠誠度間,具有彼此之間的因果關係影響,且各個潛藏變數存在著重要影響因素,可供相關業者依循以找到無店舖商務平臺行銷時的參考與依據。對無店舖商務平臺通路廠商而言,為了發揮顧客滿意度的中介變數效果,未來無店舖商務平臺通路廠商除了提升服務品質,亦應重視產品品質,透過顧客滿意度做為中介,以擬出相關有效率的行銷策略與戰術,促使所提供的服務能滿足消費者需求,藉以提升顧客忠誠度。 The press release from Department of Commerce, MOEA, R.O.C., in December of 2015, had claimed that Government shall strive to invest 0.25 billion into the retail industry and logistics industry which were selected as market bellwether. Furthermore, they planned to combine the Business 4.0, importing the big data, IoT and automation of Productive Forces 4.0, to create the intelligent Omni-channel retailing aims which could take the consumer oriented as the core conception, also, could help to impel the cross-border marketing for the products issued from the field of agriculture, industry and commerce. In the Retail 4.0 era, the channel types included not only the entity stores, such as the physical shop, the service outlets and so on, but also the non-store business platform, such as the TV shopping, direct market channel, 3C technology media channel, Virtual Reality(VR)/ Augmented Reality(AR)/ Substitution Reality(SR)/Mixed Reality(MR),… etc. In addition, via Cloud Computing, Big Data, IoT related technical application, the Retail 4.0 could open up the Omni-channel and integrate the whole channels, which can easily provide the global consumers with seamless and consistency whole process excellent consumer experience. This research explores the critical success factor of Non-store business platform to be the important practical business operation related strategy reference. According to the relevant literature review and industrial experts’ interview, this study executed the related amendments for the critical success factors, also, selected 16 critical success factors and grouped into four major dimensions, including the ‘strategy dimension’, ‘product dimension’, ‘technical dimension’, as well as ‘service dimension’. The strategy dimension includes channel resource, strategic alliance, vertical integration, as well as scale economy. The product dimension includes product quality, brand image, product planning and product pricing & promotion. Technical dimension includes customer relationship management techniques, e-Business process, logistics capabilities as well as knowledge management with innovation operation. Service dimension includes service quality, delivery service, consulting & call center service, as well as customization service. Furthermore, it utilizes the approach of Analytic Hierarchy Process (AHP) to obtain the relative weights of 16 critical success factors, and as the industry bases in terms of the resource allocation, decision-making and operation executing purposes. In accordance with the interview related feedback information, and using the Analytic Hierarchy Process approach to analyze the material. Within the relative importance of all various dimensions, the ‘product dimension’ was the most important aspect from the supervisors, in which the weight score accounts for 0.4828, the following item was ‘technical dimension’(weight was 0.1828), service dimension(weight was 0.1787), as well as strategy dimension(weight was 0.1557). These scores represented that the non-store business decision-maker thought the ‘product dimension’ plays the most significant part for enterprise operation performance. Regarding the ‘product dimension’ aspect, the product quality has the essential impact with the weight of 0.5479, the following factor was brand image with the weight of 0.2022, the 3rd factor was the product pricing & promotion with 0.1375 weight as well as the 4th factor was the product planning with the weight of 0.1124. After analyzing the pairwise comparison matrix, the service quality factor with the weight of 0.3119, got the key influence item, and the following item was the customization service with the weight of 0.2486. The 3rd factor was the logistics service with the 0.2228 weight, as well as the 4th factor was the consulting & call center service with the weight of 0.2167. About the technical dimension aspect, the knowledge management & innovation had the essential impact with 0.3352 weight score, the following item was the logistics capability with the weight of 0.3026, and the 3rd factor was the customer relationship management technology with the weight of 0.1947, as well as the 4th factor was the e-Business process with the weight of 0.1674. With regard to the strategy dimension aspect, the key impact factor was the strategy alliance with the weight score of 0.3922, and the second factor was the vertical integration with the weight of 0.2117, the 3rd factor was the scale economy with the weight of 0.1984, as well as the 4th factor was the channel resources with the weight of 0.1977. The overall top 10 weight analysis of assessment elements were ranked as follows: (1)Service Quality (0.0.2645), (2)Brand Image (0.0967), (3)Product pricing & promotion(0.0664), (4)Knowledge management & innovation(0.0613), (5) Strategic Alliance (0.0610),(6)Service Quality(0.0557), (7)Logistics Capacity (0.0.0553), (8)Product Planning (0.0543), (9)Customization Service (0.0444), as well as (10) Delivery Service (0.0398). For the sake of realizing the impact of consumers’ behavior in the non-store business platform, here researching the “customer satisfaction” and “customer loyalty” via the “product quality” and “service quality” items, utilizing the LISREL as the research tool at the same time. This part of research is through the questionnaire method, focusing on 20~65 years old of consumer with TV shopping experience and for investigating the objects in densely populated metropolises of domestic, studying scope was setting to consumers located in Northern, Central and Southern of Taiwan, sample survey questionnaires issued to 200 copies, the structure equation model is used to test the hypotheses in this study. Via this empirical analysis study, we found out the conclusion as below: 1. First, In the Linear structural equation modeling of LISREL, utilizing the aspects of service quality and product quality, and investigating into the relevance with the consumer satisfaction and loyalty as well. This research had discovered that the ‘customer satisfaction’ is exactly being the critical intermediary variable factor. 2. Second, there are the inter-causal relationship among ‘service quality’, ‘product quality’, ‘customer satisfaction’ and ‘consumer loyalty’, for which each latent variable had existed critical effective factors, and could providing those relevant enterprises to follow, besides, for their marketing strategy making relevant reference and bases simultaneously. With respect to the non-store business platform related companies, in order to exert the mediator of ‘customer satisfaction’, they need to raise the ‘service quality’ and ‘product quality’, using the mediator of ‘customer satisfaction’, conducting the effective marketing strategy and tactic as well. Furthermore, to help forward to satisfy consumer’s demands via the service they provided, and uplifting the ‘customer loyalty’ to their enterprise platform. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/78001 |
DOI: | 10.6342/NTU201700704 |
全文授權: | 有償授權 |
顯示於系所單位: | 工業工程學研究所 |
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