探討複合式展銷場域之創新經營策略

Abstract

數位科技提升互動效能，促進服務內容升級。購物消費體驗，在滿足顧客需要的服務過程中，開展了許多新的方式，並以顧客為中心打造服務場景，提供服務享受。在許多複合式展銷場域中能察覺到買賣及交易行為已不像直接購物模式那般單純，更和許多關係、感覺做連動，和暗示、隱喻的氛圍傳達有所交錯，並藉由顧客的感知連結引導選擇，帶動購買。許多時候誘發顧客購買的動機，更可能是當下的一個觸感、一份味道、一幅圖片或一首音樂所引起的感官感受。企業品牌比以往更需要突出產品特色並且提供體驗。線上購物的便利，養成消費者習慣，生活習慣與消費市場逐漸連結搭建出一個與時俱進的服務生態系統。這進一步使得複合式展銷場域必須提供無可取代、非去不可的理由來吸引消費者。市場的改變同時造成產品、品牌及企業面臨營運與服務內容調整、商業模式必須轉換的境地。

本研究筆者鎖定複合式展銷場域，從服務設計進入實驗，探討觸動顧客的方法與促成交易的動因及策略。並運用商業模式九宮格、SWOT分析法、STP市場定位理論做研究探討。筆者相信在以顧客為中心思考消費習慣的作動與商業機制的連結設計上，這是未來企業發展的重要方向。筆者希望以此服務設計研究來找出貼近顧客之共好雙贏乃至創新的企業品牌經營策略、服務體驗系統與顧客消費連動方式，為企業經營、策略制定、品牌發展等市場應用上提供參考與進一步研究之價值。

Digital technology contributes to the interaction effect and drive service content update. Consumer experience is developing variety of ways to provide the satisfied services, such as building Servicescape and serving enjoyment based on the consumer centric. In many plazas, it can be observed that the transaction is not only about buying and selling, but also the product of an interaction between consumers and the environments or the atmosphere. In addition, the consumer’s experience could conduct the selection and drive the purchase. Consumer motivation could be driven by just a memory, a picture, a song, or the senses of the sensory. Nowadays, companies required to strengthen their product features and provide the opportunity of experiencing and people are used to purchasing online due to the conveniences. All of these make the plazas need to have irreplaceable and unique features to attract consumer. The change of markets also causes that the products, brands, and companies have to modify the business model and the content of operation and service.

This paper focused on the study of the plaza and began with the service design. To explore the methods of touching consumer’s mind and the strategy of contributing to transactions, used the Business Model Canvas, SWOT Analysis, and STP Theory. The development direction of the enterprise in the future will be the consideration of consumer behavior and the design of the business mechanism linkage. The purpose of this study is finding the innovation and win-win business brand strategy, service experience system, and consumer behavior linkage. Moreover, it is expected to provide as the reference for business management, and to make the contribution on the further study.