精品鐘錶業虛實整合商業模式之研究

Abstract

近年來，科技和數位平台發達、社群媒體普及以及千禧世代不同於以往的消費行為，都深深衝擊了精品產業。本研究旨在探討精品鐘錶品牌如何面對新興科技和電子商務所帶來的衝擊，以及各類3C、智慧型、運動型手錶所帶來的競爭；此外，本研究更進一步探討除了工藝品質外，精品鐘錶品牌如何透過服務提升顧客價值，以創造更高的品牌價值。本研究採用質化訪談法，並輔以產業資料蒐集與分析，來探討此議題。研究結果發現，精品鐘錶業者應建立社群媒體與顧客互動的平台和制度，並利用手機定位、QR條碼、VR等新興技術達成虛實整合，以因應數位時代的競爭；同時，精品鐘錶業亦可藉由強化實體服務體驗、品牌故事、顧客關係管理、售後維修和保養服務來進一步提升顧客價值，強化品牌價值。

In recent years, technological and digital advances, the rise of social media, and changes in consumer behavior of millennials have all caused upheavals to the luxury industry. This study examines the response of luxury watch brands towards challenges brought on by new technologies and electronic commerce, electronic devices, and smart watches. Additionally, this study also examines how luxury watch brands can generate brand value through better consumer service and product craftsmanship. We collected industry data and conducted interviews to examine these issues. Results showed that luxury watch brands should establish social media platforms to provide a means of communication and a service channel for customers, and also use LBS, QR codes, and VR for online to offline integration. Apart from product quality, luxury watch brands should also strengthen service quality of physical stores, description of brand stories, establishment of customer relations, and repair and maintenance services.