以價值主張適配探討隱形眼鏡公司⾃營品牌關鍵成功因素

Abstract

本研究以台灣一隱形眼鏡公司為例，透過價值主張與客⼾素描的適配程度探討，試圖找出該公司經營⾃有品牌的成功關鍵因素，並分析其⾸度導⼊「新零售概念」於產業之影響。 本研究透過半結構式訪談，描繪出隱形眼鏡使⽤者的客⼾素描，找出顧客真正的任務、痛點以及獲益，並將與其個案公司提供的價值主張做適配分析，發現：（⼀）產品服務滿⾜顧客核⼼層次的需求、（⼆）產品服務符合顧客的期待、（三）線上線下串連，解決客⼾痛點、（四）帶給顧客極⾼的便利性、（五）滿⾜顧客的社交與情緒需求。 最後做出本研究結論與提出對個案公司未來的發展建議，包括：（⼀）透過數據資料，精準⾏銷、（⼆）發展個⼈化產品與服務、（三）從顧客體驗出發，線上與線下整合優化、（四）打造隱形眼鏡的新消費場景、（五）經營社群互動平台、（六）持續關注各國法規變動與及早因應。

This study is to analyze a Taiwanese contact lens company through the exploration of the degree of fitting between the value map and customer profile, to find the key factors for the company's success in building its own brand. And also to analyzes the impact of its first implementation of the 'New Retail concept' in the industry. The key success factors found in this study are as follows: (1) Products services meet the core benefits of customers, (2) Products and services meet customer expectations, (3) Online and offline services sort out customer pain points, (4) Highly convenience for customers, (5) Meet customers' social and emotional needs. Finally, this study provides suggestions for the case company, including (1) Accurate marketing through digital data, (2) Personalized products and services, (3) Optimize online and offline service based on customer experience, (4) Build the context marketing for contact lenses, (5) Operate a social platform for communication and sharing, (6) Pay attention and be ready for the changes of global laws and regulations in coming years.