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題名 智慧客製化服務創新之研究-以STITCH FIX為例
Ａ Study of Smart Customization Service作者 詹惠雯
Chan, Hui-Wen貢獻者 尚孝純
Shang, Shari S.C.
詹惠雯
Chan, Hui-Wen關鍵詞 大量客製化
大數據
體驗經濟
客戶服務價值循環
Mass Customization
Big Data
The Experience Economy
Customer Service Value Cycle日期 2019 上傳時間 2-Mar-2020 11:05:07 (UTC+8) 摘要 根據資策會資料指出，電子商務將位居2020年全球新興產業之首，但「價格競爭激烈毛利偏低」「消費需求多變」卻為業者經營上遭遇之困境前二名，如何擺脫價格競爭與精準預測需求，是電子商務業者重要的經營課題。本研究主要探討在競爭激烈商業環境下，企業如何藉由數據驅動，改變服務思維及創新商業模式。在由舊經濟邁入新經濟時代，以消費者為核心，應用數據發展客製化產品創新服務客戶，與顧客共創體驗提升服務價值，進而帶動成長。本研究透過探討個案的商業模式、用戶購買流程、數據搜集處理應用、運營分析，探討服務創新的面向，歸納發展智慧客製化服務創新的優勢，並對未來的機會與威脅提出看法。本研究發現，個案企業以消費者為核心，發展創新的訂閱服飾商業模式，強大的數據團隊、多元數據算法及多面向大數據應用，提供商務價值最佳化的預測的基礎。並透過人機協作，提供個性化的產品訂製服務與用戶共創體驗，達到深度個人化，透過顧客參與來傳遞服務價值，產生WoW的體驗經驗，徹底體現良好客戶體驗，創造價值循環。
According to the Institute for Information Industry, III, e-commerce will rank first in the world`s emerging industries in 2020. However, “price competition is fierce and gross margins are low” and “consumer demand is changing” are the top two problems encountered by enterprises. And accurate demand forecasting is an important business issue for e-commerce players. This research focuses on how companies can drive data, change service thinking, and innovate business models in a highly competitive business environment. In the era of transition from the old economy to the new one, with consumers as the core, enterprises driving growth through the use of data to develop customized product innovations, having co-create experiences with customers to enhance service value.This study explores the aspects of service innovation of individual cases by exploring the business model, user purchase processes, data collection and processing applications, operation analysis and summarizes the advantages of smart customization service innovations, and presents views on future opportunities and threats.This research finds that Stitch Fix develops innovative business models of subscription fashion apparel box, with strong data teams, multi-data algorithms, multi-oriented big data applications, with consumers as the core, and all above provide the basis for business value optimization. Through human-machine collaboration, Stitch Fix provides personalized product customization services to create a co-experience with users. This achieves deep personalization, through customer participation to deliver service value and also generate WoW experience, fully reflects the good customer experience and creates a value cycle.參考文獻 中文部份：艾文・杜佛勒 (A.Toffler) 著 （1994）, 未來的衝擊 (Future Shock) (蔡伸章譯)，台北市：時報文化, (原作 1970出版)左軒霆 （Tien Tzuo）, 蓋比．偉瑟特（Gabe Weisert）著 (2019) , 訂閱經濟 : 如何用最強商業模式, 開啟全新服務商機， (吳凱琳譯), 頁13-14, 41-42, 台北市: 天下雜誌約瑟夫．派恩，詹姆斯．吉爾摩 B. Joseph Pine II，James H. Gilmore著, 夏業良、魯煒譯（2003）, 體驗經濟時代, 台北市：經濟新潮社亞歷山大·奧斯特瓦德 Alexander Osterwalder，伊夫·皮尼厄Yves Pigneur , (2012) , 獲利世代 : 自己動手, 畫出你的商業模式（Business Model Generation）, 台北市 : 早安財經楊飛（2018）, 流量池：流量稍縱即逝，打造流量水庫，透過儲存、轉化、裂變，讓導購飆高、客源不絕、營運升級的行銷新思維, 頁 19-22, 台北市 : 采實文化曾鳴（2019）, 智能商業模式：阿里巴巴利用數據智能與網絡協同的全新企業策略，(李芳齡譯), 台北市: 天下雜誌Schmitt, B.H.著，王育英、梁曉鶯譯（2000）, 體驗行銷, 台北市：經典傳訊 (原書Schmitt, B. H.,[1999]. Experiential Marketing: How to Get Customer to Sense, Feel, Think, Act,and Relate to Your Company and Brands. New York: The Free Press)唐士哲 (2004), 民族誌學應用於網路研究的契機、問題，與挑戰，資訊社會研究，6：59-90陳志萍 Lola C. P. Chen (2008), 精進網路研究方法-網路民族誌（Advances in Internet Research Methods–Netnography）, 圖書資訊學研究 2：2 （June 2008）：1–15麥倍嘉（2005), 產品特性對電子商務營運模式之影響, 碩士論文, 國立交通大學, 傳播研究所劉翠婷（2013), 服務創新與市場導向間之關係：多種配適的觀點, 碩士論文, 義守大學, 管理學院網際網路王義智, 資策會產業情報研究所MIC ( 2015), 《電子商務市場與下世代應用趨勢前瞻》, 上網日期：2019 年10月07日, 檢自：https://mooc.mic.org. tw/sharecourse/upload/course/399/321eeca14e56e633b79ee9376510fb91.pdf經濟部統計處（2019）, 《今年電子購物業營收可望再創新猷》, 上網日期：2019 年10月13日, 檢自： https://www.moea.gov.tw/MNS/populace/news/News.aspx?kind=1&menu_id=40&news_id=86046張筱祺, 資策會產業情報研究所MIC（2015）, 《隨選服務發展現況 服務定義與應用範疇》, 上網日期：2019 年10月07日, 檢自： https://mic.iii.org.tw/aisp/FreeS.aspx?id=3055經濟部商業司 (2015), 《行政院生產力 4.0 發展方案 Taiwan Productivity 4.0 Initiative 民國 105 年至民國 113 年 (核定本) 》, 上網日期：2019 年10月10日, 檢自： https://www.nchu.edu.tw/~class/bulletin/MOE/105_MoE_re_allr.pdf鉅亨網新聞中心（2017）, 製造業看過來 馬雲：傳統製造業將受到巨大衝擊, 上網日期：2019 年10月13日, 檢自： https://news.cnyes.com/news/id/3897235Tai-Ku Chen (2017), 除了營收和用戶成長，新創團隊也可注意的幾個metrics — CLV/CAC/Churn, 上網日期：2019 年11月15日, 檢自： https://medium.com/@taikuchen/%E9%99%A4%E4%BA%86%E7%87%9F%E6%94%B6%E5%92%8C%E7%94%A8%E6%88%B6%E6%88%90%E9%95%B7-%E6%96%B0%E5%89%B5%E5%9C%98%E9%9A%8A%E4%B9%9F%E5%8F%AF%E6%B3%A8%E6%84%8F%E7%9A%84%E5%B9%BE%E5%80%8Bmetrics-clv-cac-churn-caa6ca2cfbb2網易財經 (2009), 馬雲：C2B將成為產業升級的未來, 上網日期：2019 年10月22日, 檢自： http://money.163.com/09/0809/17/5G9RFIT100253G87.html國家實驗研究院科技政策研究與資訊中心科技產業資訊室(2015), C2B將成為產業升級的未來, 上網日期：2019 年09月17日, 檢自： https://iknow.stpi.narl.org.tw/Post/Read.aspx?PostID=10654MKC編輯小組（2018）, 體驗式行銷, 上網日期：2019 年10月25日, 檢自： https://mymkc.com/article/content/22870溫珮妤 (2011), 體驗行銷的秘密” Cheers雜誌第22期, 上網日期：2019 年11月12日, 檢自： https://www.cheers.com.tw/article/article.action?id=5026219&page=5英文部分：Afuah, A. & Tucci, C. L., Internet business models and strategies: text and case 2nd ed., McGraw-Hill, New York, 2003B. Joseph Pine II (1993); foreword by Stan Davis, “Mass customization: the new frontier in business competition”, Harvard Business School Press.Bradley Gale （1994）, Managing customer value: creating quality and service that customers can seeCramer, T. (2014). Applying the secrets of gamification to your digital marketing strategy. EContent, 37 (5), 8-10Davis, R., & Lang, B. (2013). Does game self-congruity increase usage and purchase? young Consumers, 14(1), 52-66. doi: 10.1108/17473611311305485Den Hertog, P. (2000) Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4(4), pp. 491-528Dexter, J. B. and Yazdanifard, R. (2015) , ”Applying gamification to the service industry as an effective way of gaining and retaining customers .‟, (October), pp. 1–7.Fox, N., & Roberts, C. (1999). GPs in cyberspace: The sociology of a virtual community. The Sociological Review, 47, 643-671Hine, C. (2000). Virtual ethnography. London: Sage.Luminea, C. (2013). Gamification. Financial management, 42 (2), 13-13Maan, J. (2013). Social business transformation through Gamification. International journal of managing information technology, 5 (3), 9-16. doi: 10.5121/ijmit.2013.5302Miller, R. K., & Washington, K. (2013). Part XIII: Consumer marketing: Chapter 90: Gamification (pp. 518-521): Richard K. Miller & Associates.Pine II, B. J., & Gilmore, J. H. (1999). The experience economy. Boston: Harvard Business School PressRobert V. Kozinets (1998) ,"On Netnography: Initial reflections on consumer research investigations of Cyberculture", in NA - advances in consumer research volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for consumer research, Pages: 366-371.網際網路Anahita Hassanzadeh and Douglas Rudd (2019), Many Roads to the Algorithms Team at Stitch Fix, Retrieved October 12 2019, from: https://multithreaded.stitchfix.com/blog/Brad Klingenberg (2019), Moving Beyond Deterministic Optimization: Making a Decision in the Face of Uncertainty, Retrieved October 18 2019, from: https://multithreaded.stitchfix.com/blog/2019/09/10/stochastic-optimization/Dina Gerdeman (2018) , On Target: rethinking the retail website, Retrieved October 14 2019, from: https://digital.hbs.edu/data-and-analysis/on-target-rethinking-the-retail-website/Economist (Mar. 2013) , The rise of the sharing economy, Retrieved October 20 2019, from: https://www.economist.com/news/leaders/21573104-internet-everything-hire-rise-sharing-economyGoogle Finance: http://finance.google.com, Retrieved December 31 2019, from: https://www.google.com/search?tbm=fin&ei=sDAYXqrqK7PFmAWBzJG4Cw&q=SFIX&oq=SFIX&gs_l=finance-immersive.3..81l2.20364.25034.0.27211.4.4.0.0.0.0.51.183.4.4.0....0...1c.1.64.finance-immersive..0.4.182....0.Lqb6FgFrQeY#scso=_zDAYXq-vKJHemAXI4LbwAg9:0Lance A. Bettencourt (2017) , Just Playing Around: Why “Gamifying” an Innovation Can Boost the Bottom Line, Retrieved October 24 2019, from: https://www.ama.org/2017/10/25/just-playing-around-why-gamifying-an-innovation-can-boost-the-bottom-line/Mary Meeker ( 2019 ) , Internet Trends 2019 , Retrieved October 05 2019, from: https://www.bondcap.com/report/itr19/Q4 and Fiscal Year 2019 Letter to Shareholders (October 2019), Retrieved October 17 2019, from: https://investors.stitchfix.com/static-files/ef414eda-2498-4b30-93a8-c44ad13a894cSam Hollis ( 2018 ) , The Stitch Fix story: changing the way millions of people dress with data, Retrieved October 24 2019, from: https://jilt.com/blog/stitch-fix-data/Stitch Fix algorism tour (2019), Retrieved October 14 2019, from: https://algorithms-tour.stitchfix.com/Stitch Fix Investor Presentation (December 2019), Retrieved October 12 2019, from: https://investors.stitchfix.com/static-files/ec8ba972-9fde-4ec4-91f1-3712c2e659b5 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932097資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106932097 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari S.C. en_US dc.contributor.author (Authors) 詹惠雯 zh_TW dc.contributor.author (Authors) Chan, Hui-Wen en_US dc.creator (作者) 詹惠雯 zh_TW dc.creator (作者) Chan, Hui-Wen en_US dc.date (日期) 2019 en_US dc.date.accessioned 2-Mar-2020 11:05:07 (UTC+8) - dc.date.available 2-Mar-2020 11:05:07 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2020 11:05:07 (UTC+8) - dc.identifier (Other Identifiers) G0106932097 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128809 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 106932097 zh_TW dc.description.abstract (摘要) 根據資策會資料指出，電子商務將位居2020年全球新興產業之首，但「價格競爭激烈毛利偏低」「消費需求多變」卻為業者經營上遭遇之困境前二名，如何擺脫價格競爭與精準預測需求，是電子商務業者重要的經營課題。本研究主要探討在競爭激烈商業環境下，企業如何藉由數據驅動，改變服務思維及創新商業模式。在由舊經濟邁入新經濟時代，以消費者為核心，應用數據發展客製化產品創新服務客戶，與顧客共創體驗提升服務價值，進而帶動成長。本研究透過探討個案的商業模式、用戶購買流程、數據搜集處理應用、運營分析，探討服務創新的面向，歸納發展智慧客製化服務創新的優勢，並對未來的機會與威脅提出看法。本研究發現，個案企業以消費者為核心，發展創新的訂閱服飾商業模式，強大的數據團隊、多元數據算法及多面向大數據應用，提供商務價值最佳化的預測的基礎。並透過人機協作，提供個性化的產品訂製服務與用戶共創體驗，達到深度個人化，透過顧客參與來傳遞服務價值，產生WoW的體驗經驗，徹底體現良好客戶體驗，創造價值循環。 zh_TW dc.description.abstract (摘要) According to the Institute for Information Industry, III, e-commerce will rank first in the world`s emerging industries in 2020. However, “price competition is fierce and gross margins are low” and “consumer demand is changing” are the top two problems encountered by enterprises. And accurate demand forecasting is an important business issue for e-commerce players. This research focuses on how companies can drive data, change service thinking, and innovate business models in a highly competitive business environment. In the era of transition from the old economy to the new one, with consumers as the core, enterprises driving growth through the use of data to develop customized product innovations, having co-create experiences with customers to enhance service value.This study explores the aspects of service innovation of individual cases by exploring the business model, user purchase processes, data collection and processing applications, operation analysis and summarizes the advantages of smart customization service innovations, and presents views on future opportunities and threats.This research finds that Stitch Fix develops innovative business models of subscription fashion apparel box, with strong data teams, multi-data algorithms, multi-oriented big data applications, with consumers as the core, and all above provide the basis for business value optimization. Through human-machine collaboration, Stitch Fix provides personalized product customization services to create a co-experience with users. This achieves deep personalization, through customer participation to deliver service value and also generate WoW experience, fully reflects the good customer experience and creates a value cycle. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第三節 研究範圍與問題 3第二章 文獻探討 5第一節 大量客製化 5第二節 隨需隨選服務 6第三節 電子商務 7第四節 體驗經濟 9第五節 服務創新模式及成功關鍵因素 12第三章 研究方法與架構 14第一節 研究架構 14第二節 研究流程與步驟 14第三節 研究分析：網路民族誌及資料整理 15第四章 個案背景資料分析與陳述 17第一節 個案背景介紹 17第二節 由新創到IPO 18第三節 服務創新分析 35第四節 威脅與挑戰 40第五章 結論與建議 43第一節 結論 43第二節 研究貢獻 44第三節 未來研究建議 45參考文獻 46 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106932097 en_US dc.subject (關鍵詞) 大量客製化 zh_TW dc.subject (關鍵詞) 大數據 zh_TW dc.subject (關鍵詞) 體驗經濟 zh_TW dc.subject (關鍵詞) 客戶服務價值循環 zh_TW dc.subject (關鍵詞) Mass Customization en_US dc.subject (關鍵詞) Big Data en_US dc.subject (關鍵詞) The Experience Economy en_US dc.subject (關鍵詞) Customer Service Value Cycle en_US dc.title (題名) 智慧客製化服務創新之研究-以STITCH FIX為例 zh_TW dc.title (題名) Ａ Study of Smart Customization Service en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部份：艾文・杜佛勒 (A.Toffler) 著 （1994）, 未來的衝擊 (Future Shock) (蔡伸章譯)，台北市：時報文化, (原作 1970出版)左軒霆 （Tien Tzuo）, 蓋比．偉瑟特（Gabe Weisert）著 (2019) , 訂閱經濟 : 如何用最強商業模式, 開啟全新服務商機， (吳凱琳譯), 頁13-14, 41-42, 台北市: 天下雜誌約瑟夫．派恩，詹姆斯．吉爾摩 B. Joseph Pine II，James H. Gilmore著, 夏業良、魯煒譯（2003）, 體驗經濟時代, 台北市：經濟新潮社亞歷山大·奧斯特瓦德 Alexander Osterwalder，伊夫·皮尼厄Yves Pigneur , (2012) , 獲利世代 : 自己動手, 畫出你的商業模式（Business Model Generation）, 台北市 : 早安財經楊飛（2018）, 流量池：流量稍縱即逝，打造流量水庫，透過儲存、轉化、裂變，讓導購飆高、客源不絕、營運升級的行銷新思維, 頁 19-22, 台北市 : 采實文化曾鳴（2019）, 智能商業模式：阿里巴巴利用數據智能與網絡協同的全新企業策略，(李芳齡譯), 台北市: 天下雜誌Schmitt, B.H.著，王育英、梁曉鶯譯（2000）, 體驗行銷, 台北市：經典傳訊 (原書Schmitt, B. H.,[1999]. Experiential Marketing: How to Get Customer to Sense, Feel, Think, Act,and Relate to Your Company and Brands. New York: The Free Press)唐士哲 (2004), 民族誌學應用於網路研究的契機、問題，與挑戰，資訊社會研究，6：59-90陳志萍 Lola C. P. 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