解析O2O行銷管理實務—以一美妝零售商廣告為例

Abstract

美妝產業發展相當快速，而以台灣美妝產業而論，台灣美妝產業不論是在品質與創新上持續精進，更積極拓銷海外市場。美妝業者透過虛實整合的應用結合讓消費者能夠不受時間限制，自由自在使用線上行動網路，能有效的提升交易量以及營收。本研究針對O2O行銷管理實務並以美妝零售商為研究個案，從個案公司之背景為起始點，找出美妝零售商創立的品牌故事，此品牌故事奠定美妝零售商發展脈絡與產品線架構的O2O經營模式，爾後再分析該美妝零售商之整體4P行銷策略與廣告策略、訂價策略、推廣策略，從中歸納出成功模式。本研究發現，個案公司產品優勢主導美妝市場風向；價格親民化讓消費者容易入手；通路遍地開花讓消費者更方便購買；推廣多管齊下創造更多美妝話題。故，可判定整體O2O線上導流的4P行銷做法是有效益，當能成功融合產品、價格、通路和推廣時，便能確實達到行銷管理策略。本研究可提供美妝產業對於線上消費線下體驗行銷策略上之參考。

The development of the beauty industry is quite fast. As far as the beauty industry in Taiwan is concerned, Taiwan’s beauty industry, regardless of its continuous improvement in quality and innovation, is more aggressive in expanding overseas markets. The combination of virtual and real applications, the beauty cosmetics industry allows consumers to use online mobile networks freely without time restrictions, which can effectively increase transaction volume and revenue. This study focuses on O2O marketing management practices and uses beauty retailers as a case study. From the background of the case company, found out the brand story created by the beauty retailer. This brand story lays the foundation for the development of beauty retailers and products O2O business model of online architecture. We analyze the 4P marketing strategy and advertising strategy, pricing strategy, and promotion strategy of the beauty retailer, and conclude the successful model. This study found that the product advantages of individual companies dominate the beauty market trend; Proximity of prices makes it easy for consumers to get started; Channels bloom everywhere to make it easier for consumers to buy; Promote multiple approaches to create more beauty topics. Therefore, it can be judged that the 4P marketing method of the O2O online diversion is effective. When the products, prices, channels and promotion can be successfully integrated, the marketing management strategy can be surely achieved. This study can provide a reference for the beauty industry’s strategies for online consumer and offline experience marketing.