智慧辨識與數位整合平台在零售業的策略與應用： 以H公司個案研究

Abstract

隨著電子商務的崛起以及各大品牌也開始傾向直營化，傳統代理/通路商在整個行銷價值鏈的地位受到很大的威脅。作為代理/通路業者，關鍵的突破點即是因應時代的變化，透過數據驅動、提升對市場、消費趨勢、通路管理與控制的能力，透過多品牌經營的綜效，提供品牌原廠無法於在地市場進行的品牌行銷與通路管理投資，以確保自身價值並站穩代理腳步。 隨著消費者對於個人化體驗的需求之提高, 以及影響消費者做決策的因素快速成長, 造成資訊數量的爆炸與多變，在再加上不同功能系統的數據收集與整合，常使得企業非常難以掌握所有資訊並且精確的加以應用。為此，在「生活家電品牌通路智慧服務」中，H公司建立了透過導入包含「智慧感測分析系統」、「智慧戰情管理系統」及「智慧品牌行銷系統」三大功能的智慧平台。利用此智慧平台，H公司可快速及有效率的蒐集及分析消費者輪廓及行為模式，並串連企業內部系統數據，整合虛實通路及內部管理資源，以更精確的在地消費資料與更明確的消費者輪廓進行智慧商業分析與應用，創造高價值的行銷與通路品牌，在家電零售行銷過程中的佔據關鍵地位。 而此個案的成功模式能夠被複製且推廣應用，開啟零售業的行銷新頁；而過程中所得的巨量數據，也為各界帶來不同程度的應用效益。

The rapid rise of e-commerce offers great opportunities for well-known brands to get into the local market, threatening traditional distributor /retailer businesses in the whole value chain. As a distributor /retailer, the only way to breakthrough is to utilize the integrated digital platform to collect, analyze market information, make immediate changes to reflect market needs, and elevate management efficiency and effectiveness so that it can survive in the competitive business world. However, with the amount of information explored and changed with the demand for better-personalized experience and the rapid growth of factors influencing consumer decision-making combined with the data collected from different functional systems, it is very difficult to collect all information and utilize it perfectly. H Company established the Household Appliances’ Smart Service to solve the challenges, including the intelligent sensing system, situation management, and marketing analysis system. By using the services, businesses can collect and analyze consumer behavior more efficiently, combine internal data, and integrate the click-and-mortar and internal management resources, to conduct intelligent business analysis and applications. The successful model can be replicated and applied to different industries, starting a new future in the marketing process, and the huge amount of data obtained in the process also brings advantages for future analysis.