零售商之創新商業模式—以Alessi Café為例

Abstract

企業經營的主要目的是為股東創造價值，為了維持企業永續經營，為股東創造價值，企業必須持續維持其成長的動能，因此如何建立企業持久性的競爭優勢來源，已成為當今零售業競爭策略的主要研究範疇，本研究以創新商業模式作為公司長期策略基礎與策略性思考重點，以創造穩健獲利的企業績效。CW個案公司係從事進口家庭器具及用品之經銷及零售，因為台灣零售業在目前接近飽和的競爭市場之下，CW公司運用其所經銷及零售《Alessi》之產品特色，經由消費者的視覺、味覺、觸覺、嗅覺的感官與《Alessi》產品之美學元素結合而成的整體性「美感生活體驗」產生獨具個人特色的生活美學，以創新商業模式成立《Alessi Café》跨足台灣餐飲市場，以找尋企業新的成長途徑。 本研究為探索性研究，依據台灣零售業的現況與未來之發展、台灣複合式餐飲的產業現況、Alessi公司背景沿革及產品之特質及案例分析，針對零售業態之市場創新概念等重要研究發現，以創新商業模式之《Alessi Café》複合式咖啡餐飲為研究對象。本研究採用Johnson, Christensen and Kagermann（2008）的商業模式架構來探討《Alessi Café》複合式餐飲業的真實商業面紗。創新商業模式中歸納出以『夢想工廠』、『形隨機能』的生活美學饗宴概念傳遞顧客的價值主張，這些的關鍵服務過程、關鍵活動展現出生活美學產業獨特的價值主張，讓消費不再只有需求，而是滿滿的心靈慰藉。 生活美學產業的創新商業模式以獨特的創意想法將生活中的文化價值融入產業之中，利用品牌與行銷包裝，個案企業以兼具故事性來企圖使「市場美學化」，營造對消費者推銷美好的幸福和質感生活，並以產品的差異性來建構產業的特色，而美學則為消費的策略性工具，將市場區隔開來，造就獨具特色的生活美學行業，並開展出生活美學產業的具體商機。因此，創新商業模式可作為公司長期策略基礎與策略性思考重點，以創造穩健獲利的企業績效成長。同時，據此研究結果，提出研究發現及相關的管理意涵，以供後續學術界及實務界參考。

The main purpose of business is to create value for shareholders, in order to maintain business keep continuity operating performance, create value for shareholders, companies must continue to maintain its growth momentum. Therefore, How to build enterprise persistent source of competitive advantage has become a major field of study in today's retail industry. This study impress on innovation business module had to be used as the basis of long-term strategic thinking and strategic focus in order to create stable profit growth of business. CW case company is engaged in the import of household appliances and goods distribution and retail, because Taiwan's retail industry under the current competitive market nearly saturated, CW company use its distribution and retail company 《Alessi》 of product characteristics. The combination of the sense of beauty and other four sense-sight, taste, touch and smell-create by consumer and the experience of aesthetic life style which brings out the unique aesthetic life style with personal characteristics on《Alessi》products. With innovative business model established《Alessi Café》food and beverage restaurant out into the Taiwan market, to find new avenues of growth enterprises. This research is explorative, which in accordance with respective of Taiwan's current situation and future development of retailing、Taiwan food and beverage restaurant market situation、Characteristics Alessi Company Background and History of the product and case analysis, the innovation of the market for retail formats important research concepts found innovation business model in 《Alessi Café》 food and beverage restaurant complex as objects. Accomplishing by applying Johnson, Christensen and Kagermann’s (2008) business model framework and based, we are going to reveal the authentic commercial veil of 《Alessi Café》 complex food and drink industry. The innovation business model concludes that using “The Wonder Shop” and “Shaped Random Energy Function” life aesthetics feast to express the customers value proposition; those key resources and key process show the unique belief of Life Aesthetic Industry, and make consumers have not only demand but fully mental comfort. The innovation business model of Life Aesthetics Industry uses unique creativity to blend cultural values with industry. By brand and effective sales, The case enterprise intend to use stories to make the marketing “aesthetic”. Life Aesthetic Industry sells wonderful and high quality life toward consumers and builds its features with the differences of products. Aesthetics is a consuming tactic in marketing which creates extraordinary life aesthetics business and makes Life Aesthetics Industry has opportunities to expand their fields. Therefore, innovation business module had to be used as the basis of long-term strategic thinking and strategic focus in order to create stable profit growth of business. Meanwhile This study proposes findings and associated managerial implications from within to serve as a reference for future studies in academia and business.