3C零售業之全通路管理策略

Abstract

隨著環境的變遷與科技進步，通路從單一通路、多通路，演變至全通路。簡言之，全通路意即將各通路有效融合，共創消費者一致性體驗。在此趨勢下，企業經營方針逐漸轉變成「消費者中心制」，並積極建設系統或導入新科技，試圖多方獲取消費者數據，以完整描繪出顧客面貌，導入精準化、客製化的服務，提升消費者的忠誠度。目前台灣有幾家 3C零售業者正積極佈局全通路，其中不乏成功案例，然而綜觀整體 3C零售市場，根據經濟部統計處最新資料中發現，2015年至 2016 年，電商搶食資通訊與家電市場的狀況，比例成長將近 1.5 倍，其它如價格競爭、跨界搶食市場的比例也有所提升。\n\n面對這樣的狀況，推測未來將會有更多線下 3C 零售業進行虛實整合，以趕上數位零售的浪潮。有鑑於此，本研究透過實際訪談與理論架構分析，探討個案「良興電子」，其從 2005 年開始因應電子商務趨勢轉型至今，如何進行虛實整合及其發展全通路的經營模式，期許幫助更多相關業者，擬定後續轉型計畫時可參考本個案的策略模式。\n\n研究結果發現，良興電子之虛實整合策略帶給企業的影響，主要可以從兩方面探討，員工服務力加上數據分析力成為整合成功的雙引擎。前者主要體現在通路衝突的有效解決，包含明確定位各通路與其發展目標、整合通路間互動模式、調整績效，以及凝聚向心力。而後者則是企業積極投入系統與導入新科技的程度。針對其全通路策略，本研究藉由理論模型判斷，策略主要可分為長短期，短期重點在於確保資訊一致性，以提升服務滿意度，長期則是持續提升服務品質，強化品牌忠誠度，在其作法上，本研究將統整出長短期作法項目與未來待改進的方向。

The development of retailing industry has been influenced by the environment and technological advancement. The channel has evolved from a single channel to multiple\nchannels to the Omni-channel retailing. Retailer become more and more consumer oriented, they try to let consumers shop at any channel become possible and experience the customized service.\n\nLooking at the overall 3C retail market in Taiwan,according to the latest data from the Ministry of Economic Affairs, R.O.C., it was discovered that from 2015 to 2016, ecommerce companies rushed for 3C market and the proportion has grown by nearly 1.5 times. In this situation, it is anticipating that there will be more offline 3C retail exploring the business model of Omni-channel.\n\nThis thesis will be aimed at clicks-and-mortar model and Omni-channel strategy, and choose “EcLife (良興電子)” as the research target. EcLife was founded in 1973, started clicks-and-mortar model since 2005, and become Omni-channel retailer successfully in recent year.\n\nThe results of the study found that the source of benefits from clicks-and-mortar can be discussed from two\nperspectives. The service power of employees and the data\nanalysis ability. Base on that, this thesis focuses on the short-term and long-term strategies according to Omni-channel strategy model and give advises for improvement.