技術創新如何驅動零售增長：以團購模式為例

Abstract

隨著科技的迅速發展，零售業正經歷著重大的變革。團購模式作為一種新興的零售模式，在近年來快速發展，為零售企業提供了新的增長機遇。本文探討了技術創新如何推動零售增長，特別是團購模式在台灣的應用與發展。

本論文採用文獻研究和案例研究相結合的方法，強調技術創新是團購模式發展的重要驅動力。大數據分析、人工智慧和行銷自動化等新技術的應用，顯著提高了團購的效率、效益和用戶體驗。並說明科技創新對團購市場的重要性，以及社群媒體的核心角色、消費者偏好小額多樣化購物以及本地商品推廣對團購成功的貢獻。

更進一步探討了大數據、人工智慧及行銷自動化等新技術如何推動團購模式增長，並以Y團購平台為案例。案例研究顯示，平台通過技術創新，實現了自動化訂單處理、智能客服系統、自動化AI推薦系統和目標預測模型等功能，顯著提升了供應商和消費者的滿意度。

這些技術創新不僅提升了團購平台的運營效率，還增強了用戶的購物體驗，為供應商和消費者帶來了雙贏的局面。未來，我們將繼續探索和應用更多的先進技術，進一步推動團購模式的發展，為零售業創造更多的價值。

最後，特別強調技術創新在滿足市場需求和提升消費者滿意度中的關鍵作用，建議提供更多的政策支持和技術創新以應對挑戰。

With the rapid advancement of technology, the retail industry is undergoing significant transformations. The group buying model, as an emerging retail format, has developed rapidly in recent years, providing new growth opportunities for retail enterprises. This paper explores how technological innovation drives retail growth, particularly focusing on the application and development of the group buying model in Taiwan.

This thesis adopts a combination of literature review and case studies, emphasizing that technological innovation is a crucial driver for the development of the group buying model. The application of new technologies such as big data analysis, artificial intelligence, and marketing automation has significantly improved the efficiency, effectiveness, and user experience of group buying. It highlights the importance of technological innovation to the group buying market, as well as the core role of social media, consumer preference for small and diverse purchases, and the promotion of local products in the success of group buying.

Further exploration is conducted on how new technologies like big data, artificial intelligence, and marketing automation drive the growth of the group buying model, using the Y Group Buying platform as a case study. The case study shows that the platform, through technological innovation, has achieved automated order processing, intelligent customer service systems, automated AI recommendation systems, and target prediction models, significantly enhancing the satisfaction of both suppliers and consumers.

These technological innovations have not only improved the operational efficiency of the group buying platform but also enhanced the shopping experience for users, creating a win-win situation for both suppliers and consumers. In the future, we will continue to explore and apply more advanced technologies to further promote the development of the group buying model and create more value for the retail industry.

Lastly, the paper emphasizes the key role of technological innovation in meeting market demands and enhancing consumer satisfaction, suggesting more policy support and technological innovation to address the challenges.