從生態觀點建構零售場域的價值網

Abstract

阿里巴巴集團主席馬雲在中國清華經管學院畢業典禮上演講曾經說過：今天很殘酷，明天更殘酷，後天很美好，但絕對大部分是死在明天晚上。零售市場自從1990年代互聯網興起，接著2000年代移動技術的成熟，帶動行動互聯網，從此一個跨界跨業跨平台的全聯網時代來臨。碎片化資訊，客戶接觸點數量變多且性質更加多元化，零售業者將有如瞎子摸象的到處探索消費者購物旅程，消費者不斷尋求降低交易成本的途徑，然而企業導客成本卻不斷的增加。面對如此殘酷的產業環境，為了讓企業不至於在這股洪流中被淹沒，期待能看到更美好的未來，本研究提出可藉由強化實體場域及場景與線上社群所形成的數據與數位營運能力，去建置一個完整的智慧場域設計，以消費者體驗為中心的顧客旅程與服務藍圖，13項專業的價值活動，結合消費行為架構，加以運用場域感知與認知的5大解決方案，建構發展智慧場域生態創新的新六度空間。 此次研究發展的脈絡，有系統地將其研究理論運用在此次的研究中，包括： 以需求層次論為基礎架構去驗證消費者的需求改變，了解需求及創造需求；以顧客旅程地圖與服務藍圖協助零售業者了解場域與場景的脈絡形成與建構；以價值網去突破傳統線性思維的價值鏈各環節，提高夥伴彼此間的利潤分享與價值共創的綜效；以消費行為模式，C2B的逆商業行銷，去了解消費者的決策旅程，建構一個由消費者訪客顧客會員VIP；以商業生態系建立以價值與利益交換的共生、互生與再生關係，並以匯集各種能力的夥伴，開拓市場、產品與服務，並且協作建立關鍵核心團隊，擴展生態系統；引用平台經濟的持續共創價值，以體驗經濟引導企業轉型，創造需求的脈絡發展。 此研究將零售場域分成四類型態進行研究，門店型 (含連鎖門店)、商圈型、公共服務型與展覽活動型，並以實際案例說明，包括電信業台灣之星旗艦門市，開放式的台北希望廣場農夫市集，西門公車智慧站牌連結周邊商圈研究，以及專利交易的”未來進行市”展覽活動。依照其八大接觸點、顧客購買路徑及每個接觸的使用者經驗設計與可以使用的新興科技進行比對分析，運用活動、科技與空間的互動，產生新的連結、新的體驗與新的數據，場域的智能化依照數據驅動及學習進而建構及發展出一個新的社群行為與新物種的生成。 新科技讓你更清楚看到未來，因為互聯網讓我們參與到了社群，因為IOT物聯網讓我們發現到了設備與環境，因為AI人工智慧，讓我們洞察到了未知的聲音跟圖像，因為AI的協同讓我們偵測到了行為的改變，科技與生活就是像人類前進的雙腳，是左一步跟隨著右一步的並進，社會的進步因為人類物種的演進而逐漸文明與發展，此次的研究，在歷經台灣科技產業這20幾年來不斷的轉型及演化與學術研究發展出來的架構，發現觀察生態發展從古至今正潛移默化的影響到產業聚落的遷移，從生態的觀點來研究關係人彼此之間的合作、競爭、利益分配與價值分享，人類的需求與發展正是這樣的演繹中。

When Alibaba Group Chairman Ma Yun spoke at the graduation ceremony of Tsinghua University of Economics and Management in China, he said: Today is cruel, tomorrow is more cruel, and the day after tomorrow is very beautiful, but most of them are dead tomorrow night. Since the rise of the Internet in the retail market in the 1990s and the maturation of mobile technology in the 2000s, the mobile Internet has been brought to the forefront. Since then, a cross-industry cross-platform, full-networking era has come. Fragmentation of information has resulted in a greater number of customer contact points and a more diversified nature. Retailers will explore the shopping journey of consumers everywhere as if they are touched. Consumers are constantly looking for ways to reduce transaction costs. However, the cost of direct customers is constantly increasing. Faced with such a cruel industrial environment, in order to prevent companies from being flooded in this flood, and looking forward to seeing a better future, this study proposes data that can be formed by strengthening physical fields and scenarios and online communities. With digital operational capabilities, to build a complete smart field design, consumer experience-centered customer journey and service blueprint, this blueprint is divided into three major stages of 13 professional value activities, combined with the consumer behavior framework, to use the field The five major solutions to domain awareness and cognition constitute the development of a new six-dimensional space for smart innovation in ecological fields. The context of this research and development has systematically applied its research theories to this study, including: Based on Hierarchy of Needs Theory as the basic framework to verify consumer demand changes, understand needs and create demand; use Customer Journey Map & Service Blue printings to assist retailers in understanding the formation and construction of contexts and scenes; and using Value Nets to break traditional linear thinking value chain to improve the synergies between partners' mutual profit sharing and value creation; C2B's counter-commercial marketing based on consumer behavior patterns to understand consumers' decision-making journey and build a consumer to customer to customer relationship to Member VIP; establishes a symbiotic, interactive, and renewable relationship between value and interest exchange in the business ecosystem, and develops markets, products, and services through partnerships with various capabilities, and collaborates to establish key core teams to expand the ecosystem; reference platform The continual co-creation value of the economy is to experience the transformation of the economy and create a context for demand development. This study divided the retail field into four types of research: store-type (including chain stores), business-type, public service-type, and exhibition-type activities. The actual case description includes the flagship store of the Taiwan Star of the telecommunications industry. The Taipei Farmer's Market at Hope Plaza, the Simon Bus Smart Wiring Station link the research of the surrounding business districts, and the 'Future City' exhibition of patent transactions. According to its eight contact points, customer purchase paths and the user experience of each contact, design and use of emerging technologies for comparison analysis, use of activities, technology and space interaction to generate new links, new experiences and new data. The intelligentization of the field is to construct and develop a new community behavior and generate new species based on data drive and learning. New technologies allow you to see the future more clearly because the Internet has brought us into the community because the IOT Internet of Things allowed us to discover the equipment and the environment. Because of the AI artificial intelligence, we have an insight into unknown sounds and images because of the cooperation of AI. We have detected changes in behavior. Technology and life are like the feet of human advancement. It is the left one step that follows the right one step. The progress of society has gradually become civilized and developed because of the evolution of human species. This study has been through The continuous transformation and evolution of Taiwan’s science and technology industry over the past 20 years and the development of academic research have found that observing the impact of ecological development from ancient times to the subtle influence of the migration of industrial settlements, from the ecological point of view, to study the relationship between people Competition, distribution of interests, and value-sharing, human needs and development are exactly such deductions.