大量客製化於連鎖店鞋業服務升級應用之研究—以阿瘦皮鞋為例

Abstract

現今因全球化、資訊流通速度加快，商場競爭異常激烈，要獲得顧客青睞，其中一項關鍵就是服務升級，一套有效的服務升級模式，可同時滿足顧客個人化和獨特性的需求以及企業獲利的目標。 雙腳是身體站立時的基礎，所以足部保健常識相當重要，然而國人卻普遍未具備充分的資訊；透過科技的協助讓大量客製化成為可能，並讓連鎖通路於推動相關的觀念、產品及服務時，可加快、加深推動的效益，並令國人從中獲取相關知識及利益。 本研究透過結構性的探討及案例應用推演，提出一套可行的鞋品大量客製化服務升級模式。以下就研究發現的結果說明如後： 一、市場趨勢及市調結果，顯示鞋品市場具有服務升級之需求 2003年起國際知名鞋類品牌紛紛推行客製鞋方案，另方面國內市場對於客製鞋的消費意願及接受度高。 二、大量客製化對『阿瘦皮鞋』服務升級具有正面意義 所提供之創新客製化服務內涵及產品，可為『阿瘦皮鞋』創造出另一塊新的消費市場，建立出具有特色的品牌知名度及專業形象。 三、大量客製化符合『阿瘦皮鞋』真、善、美、新的企業精神 大量客製化服務系統導入後，「真、善、美、新」的品牌核心經營理念具有時代的更新意義。 四、大量客製化符合顧客滿意的多元需求 透過服務系統的導入，可以讓銷售服務符合顧客滿意度在服務品質、產品品質、價格、情境因素以及個人因素等各種變項的要求。 五、大量客製化提升產品價值，帶動阿瘦整體經營績效 大量客製化服務系統之無形價值的體驗、參與感，及有形價值之客製化鞋品，將引導現有客群往高品質產品移動，提升實質效益。 六、大量客製化可以提升商品競爭力 大量客製化系統的導入，可累積有效資料，並透過分析轉化後，成為企業設計商品時的明確依據，產出最合適台灣顧客條件的鞋款。

In a globalized world with the ever faster spread of information and extremely intense market competition, one of the keys to appealing to customers lies in service enhancement. An efficient model of service enhancement can satisfy customers' needs for personalization and uniqueness, while helping an enterprise to achieve the basic goal of profit. It is our feet that we stand on, so common sense in foot care should be of great importance. Few people, however, have thoroughly comprehended the related information. Through technology, mass customization has become available, plus retail chain channels are now capable of increasing the pace and efficiency in the promotion of relevant concepts, products and services, thereby allowing people to receive related knowledge and benefits. This study proposes a feasible mass customization service enhancement model through structural analysis and practice case illustrations. The findings in this study are described as the following: 1. Market trends and market research indicate the need for service enhancement in the footwear market Since 2003, some globally-known shoe brands have been promoting their plans for shoe customization; on the other hand, greater desire and higher recognition for customized shoes are found in domestic markets. 2. Mass customization can be an aspiration for A.S.O's service enhancement With innovative concepts and product offerings in customization services, a new consumer marketplace would be created for A.S.O, establishing unique brand recognition and a professional impression. 3. Mass customization meets A.S.O's corporate core values – Sincerity, Good and Honest, Beauty, Innovation With the introduction of the mass customization service system, the core concept of 'Sincerity, Good and Honest, Beauty, Innovation ' for brand management is to serve the new era with its novel implications. 4. Mass customization satisfies various needs of customers With said service system introduced, it is possible to assure customers' satisfaction in service quality, product quality, pricing, context complications, personal factors and other variables in selling and services. 5. Mass customization raises product value, hence improves A.S.O's business performance Through the use of a mass customization service system, the immaterial values from customer experiences and participation, as well as corporeal values in customized shoes, are capable of leading existing customers towards higher levels in quality products, hence an increase in essential profits. 6. Mass customization improves competitive power of products A great quantity of effectual information could be collected through the introduction of mass customization service system, and then analyzed and converted into specific guidance for enterprises designing products, and allow for the introduction of the most suitable shoes for customers in Taiwan.