台灣3C通路面對智慧家電興起因應策略之研究：以全國電子為例

Abstract

隨著科技進步及網路普遍應用，讓過去僅滿足基本功能及生活需求的家電，發展出更多樣化功能，掀起智慧家電風潮。除了帶來便利舒適的生活，亦對家電產業及3C通路市場帶來巨大的影響及衝擊。 本研究主要探討台灣3C通路在面對智慧家電快速興起，所要面臨的改變與挑戰。以全國電子為個案研究對象，從傳統的通路品類管理再革命、採購人員的進化升級、賣場人員知識的教育訓練、消費者行為改變的因應，到3C通路要跨入零售革命4.0的策略佈局。解析台灣3C通路如何面對這一連串的影響與衝擊。 研究結果發現： 1. 個案公司-全國電子在面對智慧家電興起，不管從商品的陳列模式、零售組合訂價策略、賣場戰略位置調整、行銷資源的投入，都有因應策略之改變。 2. 從通路間的競爭，透過賽局理論分析及對虛實銷售平台的研究，瞭解彼此的競爭優勢及策略思維，相互學習，共同帶動台灣3C通路持續創新。 3. 在面對智慧家電興起，通路從傳統的品類殺手經營模式，運用STP理論，將品類管理進化成選擇價值、提供價值、溝通價值的傳遞模式。 4. 智慧家電時代來臨，消費者的購買行為及使用習慣勢必會被改變。品牌廠商及通路應該共同合作，提供使用知識的教育與銷售的諮詢，為消費者解決難題，創造三贏。 整體而言，個案業者對於智慧家電的興起，抱持正面積極的態度，且持續於消費者、品牌廠商、通路三者之間努力，尋求最適當的策略方針。希望本研究能供台灣家電品牌商及通路商共同學習成長。

The progression of new technology development and the internet popularization to allow the new introduced home appliance products not just fulfilling the basic functionality demand but created a variety of new applications. Beside a more convenience and comfortable living, the emerging smart home appliance is quietly creates a strong impact to the electronics home appliances industry and 3C distribution channels. The main topic of this study is trying to probe the incoming change and challenge for current Taiwan 3C distribution channels while the smart home appliance is rapid emerging. From the re-revolution of traditional category management and the re-evolution of procurement staffs, to the training of floor salesman, and the reaction to consumer behavior changes. The overall 3C distribution channels need to step into the retail 4.0 strategy deployment. This study is based on e-life mall cases as the target object to explore how Taiwan 3C channels response to the series of influences and impacts. The findings from the study : 1. Sample case- e-Life mall had changed their strategy to answer to the emerging of smart home appliances. Which including the products display, product mix pricing strategy, technical products allocation adjustment & marketing resources investment. 2. Learnt from the competition among channels & the analysis from the on-line/off-line selling platforms through game theory to understand/learn from both ends' competitive strategy & logic for driving Taiwan 3C channels' continued innovation. 3. Facing the emerging of smart home appliances, channel should use the STP theory to upgrade from traditional category killer business model into value selection, value offering & value communication model. 4. While the age of smart home appliances come, the consumer buying behavior & way of using products must be changed. Brand makers and distribution channels should co-op together to offer the training & consulting to resolve consumer's problems to create all-wins. General speaking, the target object case player is taking a positive and aggressive attitude toward the smart home appliances rising, and trying to find a best suitable solution among consumer, brand maker and distribution channel. Through these researches, we believe it could offer Taiwan electronics home appliances brands and distribution channels a good learning.