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題名 社群團購平台的發展策略及展望 -以好物團購為例
The development strategy and prospect of social group buying platform-Case Study of Haowu Group-buying作者 何宗霖
Ho, Jung-Lin貢獻者 林日璇<br>黃國峯
Lin, Jih-Hsuan<br>Huang, Guo-Feng
何宗霖
Ho, Jung-Lin關鍵詞 社群團購
SWOT分析
五力分析
安索夫矩陣
顧客體驗路徑
Customer experience path
Social group buying
SWOT analysis
Five forces analysis
Ansoff matrix日期 2023 上傳時間 9-Mar-2023 18:22:24 (UTC+8) 摘要 本研究探討由社群團購平台為擔任中間商角色的線上團購類型，其媒合商品供應商及有帶貨能力的關鍵意見領袖及關鍵意見消費者，好處在於能藉由短期間的優惠，來快速媒合消費者及賣方，有效降低消費者的交易成本。由團購主分享內容及評論，讓消費者快速對產品產生興趣和信賴，縮短購物決策，使訂單轉換率能有效提升。以個案公司「好物團購」社群團購平台為例，分析其商業模式與發展策略，首先了解社群團購平台的頁面及發文方式，對銷售金額及商品品類銷售狀況做數據分析，與觀察雙11活動狀況。以PEST分析、SWOT分析、五力分析、安索夫矩陣、關鍵成功因素找出個案公司的發展策略及展望，再藉由行銷4P理論、4C理論、顧客體驗路徑，來了解團購市場的運作及營銷策略，平台藉由團購主增加品牌吸引力與親和力，誘發粉絲的從眾行為，提升商品的轉換率，最後提升總成交金額的一連串電子商務價值創造能力。了解「好物團購」平台的運營，與廠商及團購主的合作流程，進而採用商業模式圖以價值、供給、需求、財務四個板塊進行系統化分析；最後擬定人物誌與採用STP分析了解個案公司的市場區隔及定位。總和以上，對團購市場發展方向及團購平台運營策略，提出研究結論及建議，期望對迅速發展的社群團購平台能提供持續進步的優化力量。
This study explores the types of online group buying in which social group buying platforms act as intermediaries, as well as the commodity suppliers, key opinion leaders and key opinion consumers with the ability to carry goods. The advantage lies in the fact that consumers and sellers can be quickly matched by short term discounts, and the transaction costs of consumers can be effectively reduced. Group buyers share content and comments, so that consumers can quickly develop interest and trust in products, shorten shopping decisions, and effectively improve the order conversion rate.Take "Haowu Group Buying" community group buying platform as an example to analyze its business model and development strategy. First, understand the page and publication method of the social group buying platform, do data analysis on the sales amount and product category sales, and observe the situation of Double 11 activities.The development strategies and prospects of individual companies are found out based on PEST analysis, SWOT analysis, five forces analysis, Ansoff matrix, and key success factors. Then, the operation and marketing strategies of the group buying market are understood through 4P theory, 4C theory and customer experience path. The platform increases brand attraction and affinity through group buying owners and induces fans` conformity behavior. The conversion rate of goods will be improved, and finally a series of e-commerce value creation ability of the total transaction amount will be improved.Understand the operation of the " Haowu Group Buying " platform, and the cooperation process with manufacturers and group buyers, and then use the business model diagram to make a systematic analysis of the four sectors of value, supply, demand and finance; Finally, the profile is drawn up and STP analysis is used to understand the market segmentation and positioning of the individual companies.In summary, this paper puts forward research conclusions and suggestions on the development direction of the group buying market and the operation strategy of the group buying platform, hoping to provide continuous improvement optimization force for the rapidly developing community group buying platform.參考文獻 一、中文部分王士豪. (2016). 社群行銷化電商平台之研究與發展 (Publication Number 2016年) 國立臺灣大學]. AiritiLibrary.何季倫, & 鄭宇庭. (2018). 透過社群輿情分析探討餐飲類口碑操作方式－以咖啡廳產業為例 [The research of the online business of internet public opinion from social media - a case study of coffee shop industry]. Journal of Data Analysis, 13(6), 1-25. https://doi.org/10.6338/jda.201812_13(6).0001周得媛, 康學真, 呂佳妍, & 謝泓晉. (2019). 網路紅人可信度影響消費者態度之研究－以YouTube表演類網紅為例. 圖文傳播藝術學報(2019), 87-101.林亞筠. (2021). 知覺風險、從眾行為與顧客參與度對團購意圖影響之研究-以團購為例 (Publication Number 2021年) 嶺東科技大學]. AiritiLibrary.陳志萍. (2012). 社交網絡臉書之電子口碑行銷傳播效果研究. 廣告學研究(38), 23-49.陳婉綾, 郭宗賢, & 田寒光. (2021). 網紅與粉絲關係品質、信任轉移與自我監控對品牌推薦影響之研究 [A Study of the Impact of Relationship Quality between Social Media Influencer and Fans, Trust Transfer, and Self-monitoring on the Effect of Brand Recommendation]. 行銷科學學報, 17(1), 67-88. https://doi.org/10.3966/181666012021041701004陶俊, 邢花, 陳艷紅, & 胡麗娟. (2022). 移動互聯網背景下社群電商發展現狀. 今日財富(02).菲利浦．科特勒. (2017). 行銷4.0虛實整合時代贏得顧客的全思維 (劉盈君, Trans.). 天下雜誌股份有限公司.菲利浦．科特勒、陳就學、伊萬．塞提亞宛. (2021). 行銷5.0 (林步昇, Trans.). 天下雜誌股份有限公司.奧斯瓦爾德, Osterwalder, A., 比紐赫, Pigneur, Y., & 尤傳莉. (2012). 獲利世代 : 自己動手,畫出你的商業模式 / 亞歷山大.奧斯瓦爾德(Alexander Osterwalder),伊夫.比紐赫(Yves Pigneur)作 ; 尤傳莉譯 (初版 ed.). 早安財經文化出版.詹壬菡, & 方彩欣. (2012). 論網路虛擬社群中的從眾行為現象 [A Study of Conformity Behavior in the Virtual Communities]. 設計研究學報(5), 153-167. https://doi.org/10.29701/jdr.201207.0012KOL Radar. (2022). 網紅與社群促購洞察報告書. https://www.kolradar.com/reports/social-commerce二、英文部分Amit, R., & Zott, C. (2001). Value creation in e-business [Article]. Strategic Management Journal, 22(6-7), 493-520. https://doi.org/10.1002/smj.187Ansoff, H. I. (1957). Strategies for Diversification. Harvard Business Review, 114.Cooper, A. (1996). Goal-directed software design. Dr Dobb`s Journal-Software Tools for the Professional Programmer, 21(9), 16-23.Jin, M. L., Ning, Y. F., Li, B., Liu, F. M., Gao, C. H., & Gao, Y. C. (2021). Uncertain KOL Selection With Multiple Constraints in Advertising Promotion [Article]. Ieee Access, 9, 142869-142878. https://doi.org/10.1109/access.2021.3121518Jing, X. Q., & Xie, J. H. (2011). Group Buying: A New Mechanism for Selling Through Social Interactions [Article]. Management Science, 57(8), 1354-1372. https://doi.org/10.1287/mnsc.1110.1366Li, X. T., & Wu, L. (2018). HERDING AND SOCIAL MEDIA WORD-OF-MOUTH: EVIDENCE FROM GROUPON [Article]. Mis Quarterly, 42(4), 1331-1351. https://doi.org/10.25300/misq/2018/14108Li, Y. M., Lin, C. H., & Lai, C. Y. (2010). Identifying influential reviewers for word-of-mouth marketing [Article]. Electronic Commerce Research and Applications, 9(4), 294-304. https://doi.org/10.1016/j.elerap.2010.02.004McCarthy, E. J. (1960). Basic Marketing: A Managerial Approach. R.D. Irwin. https://books.google.com.tw/books?id=uhPUAAAAMAAJPorter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The New Marketing Paradigm: Integrated Marketing Communications. NTC Business Books. https://books.google.com.tw/books?id=RvM-OXNnSpgCSchumpeter JA. (1934). The Theory of Economic Devel-opment: An Inquiry into Profits, Capital, Credit, Interest, and the Business Cycle. Harvard University. Press: Cambridge, MA.Song, G. D., Ma, Q. H., Wu, F. F., & Li, L. (2012). THE PSYCHOLOGICAL EXPLANATION OF CONFORMITY [Article]. Social Behavior and Personality, 40(8), 1365-1372. https://doi.org/10.2224/sbp.2012.40.8.1365Wang, X., Yu, C. L., & Wei, Y. J. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework [Article]. Journal of Interactive Marketing, 26(4), 198-208. https://doi.org/10.1016/j.intmar.2011.11.004Xu, H. (2018). Is More Information Better? An Economic Analysis of Group-Buying Platforms [Article]. Journal of the Association for Information Systems, 19(11), 1130-1144. https://doi.org/10.17705/1jais.00522Zani, W. M. (1970). The Computer Utility. California Management Review, 13(1), 31-37. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932421資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110932421 資料類型 thesis dc.contributor.advisor 林日璇<br>黃國峯 zh_TW dc.contributor.advisor Lin, Jih-Hsuan<br>Huang, Guo-Feng en_US dc.contributor.author (Authors) 何宗霖 zh_TW dc.contributor.author (Authors) Ho, Jung-Lin en_US dc.creator (作者) 何宗霖 zh_TW dc.creator (作者) Ho, Jung-Lin en_US dc.date (日期) 2023 en_US dc.date.accessioned 9-Mar-2023 18:22:24 (UTC+8) - dc.date.available 9-Mar-2023 18:22:24 (UTC+8) - dc.date.issued (上傳時間) 9-Mar-2023 18:22:24 (UTC+8) - dc.identifier (Other Identifiers) G0110932421 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143770 - 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) 110932421 zh_TW dc.description.abstract (摘要) 本研究探討由社群團購平台為擔任中間商角色的線上團購類型，其媒合商品供應商及有帶貨能力的關鍵意見領袖及關鍵意見消費者，好處在於能藉由短期間的優惠，來快速媒合消費者及賣方，有效降低消費者的交易成本。由團購主分享內容及評論，讓消費者快速對產品產生興趣和信賴，縮短購物決策，使訂單轉換率能有效提升。以個案公司「好物團購」社群團購平台為例，分析其商業模式與發展策略，首先了解社群團購平台的頁面及發文方式，對銷售金額及商品品類銷售狀況做數據分析，與觀察雙11活動狀況。以PEST分析、SWOT分析、五力分析、安索夫矩陣、關鍵成功因素找出個案公司的發展策略及展望，再藉由行銷4P理論、4C理論、顧客體驗路徑，來了解團購市場的運作及營銷策略，平台藉由團購主增加品牌吸引力與親和力，誘發粉絲的從眾行為，提升商品的轉換率，最後提升總成交金額的一連串電子商務價值創造能力。了解「好物團購」平台的運營，與廠商及團購主的合作流程，進而採用商業模式圖以價值、供給、需求、財務四個板塊進行系統化分析；最後擬定人物誌與採用STP分析了解個案公司的市場區隔及定位。總和以上，對團購市場發展方向及團購平台運營策略，提出研究結論及建議，期望對迅速發展的社群團購平台能提供持續進步的優化力量。 zh_TW dc.description.abstract (摘要) This study explores the types of online group buying in which social group buying platforms act as intermediaries, as well as the commodity suppliers, key opinion leaders and key opinion consumers with the ability to carry goods. The advantage lies in the fact that consumers and sellers can be quickly matched by short term discounts, and the transaction costs of consumers can be effectively reduced. Group buyers share content and comments, so that consumers can quickly develop interest and trust in products, shorten shopping decisions, and effectively improve the order conversion rate.Take "Haowu Group Buying" community group buying platform as an example to analyze its business model and development strategy. First, understand the page and publication method of the social group buying platform, do data analysis on the sales amount and product category sales, and observe the situation of Double 11 activities.The development strategies and prospects of individual companies are found out based on PEST analysis, SWOT analysis, five forces analysis, Ansoff matrix, and key success factors. Then, the operation and marketing strategies of the group buying market are understood through 4P theory, 4C theory and customer experience path. The platform increases brand attraction and affinity through group buying owners and induces fans` conformity behavior. The conversion rate of goods will be improved, and finally a series of e-commerce value creation ability of the total transaction amount will be improved.Understand the operation of the " Haowu Group Buying " platform, and the cooperation process with manufacturers and group buyers, and then use the business model diagram to make a systematic analysis of the four sectors of value, supply, demand and finance; Finally, the profile is drawn up and STP analysis is used to understand the market segmentation and positioning of the individual companies.In summary, this paper puts forward research conclusions and suggestions on the development direction of the group buying market and the operation strategy of the group buying platform, hoping to provide continuous improvement optimization force for the rapidly developing community group buying platform. en_US dc.description.tableofcontents 誌謝 I摘要 IIABSTRACT III目次 IV表次 VI圖次 VII第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與架構 1第三節 研究流程 2第二章 文獻探討 3第一節 團購與線上團購 3第二節 網紅行銷 5第三節 社群口碑 6第四節 價值創造 7第五節 從眾行為 10第六節 社群電商 11第三章 研究方法 14第一節 SWOT分析法 14第二節 個案研究法 15第四章 個案公司的市場分析及發展策略 25第一節 社群團購平台說明 25第二節 銷售數據分析 29第三節 策略分析及關鍵成功因素 34第四節 行銷理論與顧客體驗路徑探討 42第五節 運營流程及商業模式 46第六節 市場區隔及定位 50第五章 結論與建議 52第一節 研究結論 52第二節 研究貢獻 53第三節 研究限制 54第四節 研究建議 54參考文獻 56表次表2-1線上團購類型比較表 4表2-2 關鍵意見領袖與關鍵意見消費者比較表 5表3-1 SWOT分析與TWOS矩陣分析 14表3-2 安索夫矩陣 18表3-3 5A架構的顧客體驗路徑 21表4-1 好物團購的SWOT分析與TWOS矩陣分析 35表4-2 好物團購的安索夫矩陣 39表4-3 好物團購的人物誌 50圖次圖1-1 研究流程圖 2圖2-1 電子商務價值創造來源 8圖2-2 社群電商三大優勢 12圖3-1 五力分析圖 16圖3-2 商業模式板塊圖 23圖4-1 團購商品頁面 26圖4-2 團購主發文範例 28圖4-3 好物團購平台月銷售業績趨勢圖 29圖4-4 2021雙11好物團購促銷內容 31圖4-5 2022雙11好物團購促銷內容 33圖 4-6 顧客體驗路徑圖 44圖 4-7 門把型說明圖 45圖 4-8 將門把型改善為蝴蝶型的方法圖 45圖 4-9 好物團購的商業模式圖 48 zh_TW dc.format.extent 20961512 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110932421 en_US dc.subject (關鍵詞) 社群團購 zh_TW dc.subject (關鍵詞) SWOT分析 zh_TW dc.subject (關鍵詞) 五力分析 zh_TW dc.subject (關鍵詞) 安索夫矩陣 zh_TW dc.subject (關鍵詞) 顧客體驗路徑 zh_TW dc.subject (關鍵詞) Customer experience path en_US dc.subject (關鍵詞) Social group buying en_US dc.subject (關鍵詞) SWOT analysis en_US dc.subject (關鍵詞) Five forces analysis en_US dc.subject (關鍵詞) Ansoff matrix en_US dc.title (題名) 社群團購平台的發展策略及展望 -以好物團購為例 zh_TW dc.title (題名) The development strategy and prospect of social group buying platform-Case Study of Haowu Group-buying en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分王士豪. (2016). 社群行銷化電商平台之研究與發展 (Publication Number 2016年) 國立臺灣大學]. AiritiLibrary.何季倫, & 鄭宇庭. (2018). 透過社群輿情分析探討餐飲類口碑操作方式－以咖啡廳產業為例 [The research of the online business of internet public opinion from social media - a case study of coffee shop industry]. Journal of Data Analysis, 13(6), 1-25. https://doi.org/10.6338/jda.201812_13(6).0001周得媛, 康學真, 呂佳妍, & 謝泓晉. (2019). 網路紅人可信度影響消費者態度之研究－以YouTube表演類網紅為例. 圖文傳播藝術學報(2019), 87-101.林亞筠. (2021). 知覺風險、從眾行為與顧客參與度對團購意圖影響之研究-以團購為例 (Publication Number 2021年) 嶺東科技大學]. AiritiLibrary.陳志萍. (2012). 社交網絡臉書之電子口碑行銷傳播效果研究. 廣告學研究(38), 23-49.陳婉綾, 郭宗賢, & 田寒光. (2021). 網紅與粉絲關係品質、信任轉移與自我監控對品牌推薦影響之研究 [A Study of the Impact of Relationship Quality between Social Media Influencer and Fans, Trust Transfer, and Self-monitoring on the Effect of Brand Recommendation]. 行銷科學學報, 17(1), 67-88. https://doi.org/10.3966/181666012021041701004陶俊, 邢花, 陳艷紅, & 胡麗娟. (2022). 移動互聯網背景下社群電商發展現狀. 今日財富(02).菲利浦．科特勒. (2017). 行銷4.0虛實整合時代贏得顧客的全思維 (劉盈君, Trans.). 天下雜誌股份有限公司.菲利浦．科特勒、陳就學、伊萬．塞提亞宛. 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