行動科技運用在調整酒業行銷策略之研究

Abstract

隨著網際網路的無遠弗界，帶給了消費者生活模式的改變，而行動科技所帶來的便利性，及大數據的廣泛運用，提升了消費者的智慧生活，也激發了很多創新的商業模式，提供消費者生活形態的新選擇，諸如: 流行全球的Airbnb，爭議諸多的Uber，以時計費的的ZipCar，結合便利與健康概念的Ubike，生鮮用品代購的Honey Bees，食品餐飲代購的Food Panda…等等，已經無形之中進入並影響到我們的日常生活，改變了供需關係與消費習慣。 年逾千億營業額的酒精性飲料市場，雖然電子商務盛行，但酒類商品的銷售與交易主要仰賴實體店面，由於台灣法令規範酒類商品販售者必須確認購買者已年滿18歲以上，否則違法，且不得採用線上交易，因此，在電商平台的銷售相對發展緩慢。EZBAR根據多年對酒類市場的瞭解與觀察，發現消費者對於酒品即時外送的需求，並整合酒品通路生態鏈，以行動科技為酒品專賣店和消費者進行媒合，創造O2O的新商業模式，達到一小時快速送達之優勢服務，同時，掌握即時資訊，提升業者的投資效益，將傳統的酒品外送服務由點串連成線，並擴展成面。 本研究嘗試以行銷組合4P，4C，4R與五力模型進行EZBAR創新商業模式的分析與探究，瞭解此模式之優缺點，對於酒業生態鏈的影響與幫助，並可做為EZBAR或創業者未來發展方向之參考。

With the omnipresence of internet, it has brought about changes in the life style of consumers. The development of mobile technology and the spread of big data advanced intelligent and convenient life style and has also stimulated many innovative business models, such as Airbnb, Uber, ZipCar, Ubike, Honey Bees and Food Panda, etc. All these new models have not only entered our daily life but also changed the relationship between supply and demand and behavior of consumption. The annual revenue of liquor industry is over one hundred billion New Taiwan Dollars but the development of the liquor business in e-commerce is still slow. This is primarily due to Taiwanese law which regulates the selling of alcoholic products must confirm that the purchaser is of the age of 18 or above and may not use on-line transactions. From years of understanding and observation on the liquor industry, EZBAR found consumers’ need on express delivery of alcoholic products and the feasible resources of liquor stores in the ecosystem of the liquor industry. A matching-service platform of new business model, connecting consumers and liquor stores by mobile technology, was established. This matching-service is an O2O e-commerce model and the first one to achieve 1-hour express delivery of alcoholic products to consumers. The real-time data is able to enhance the effectiveness and efficiency of liquor manufacturers/distributors. This paper analyzes the strategies and competitive capabilities of this new business model and its benefits to the liquor industry, based on Marketing Mix Strategy of 4P, 4C, 4R and Five Forces Model. It also provides recommendations of marketing strategies for EZBAR and other star-up business in this field as references.