| dc.contributor.advisor | 邱奕嘉 | zh_TW |
| dc.contributor.author (Authors) | 陳禹辰 | zh_TW |
| dc.contributor.author (Authors) | Chen, Yu-Chen | en_US |
| dc.creator (作者) | 陳禹辰 | zh_TW |
| dc.creator (作者) | Chen, Yu-Chen | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 3-Mar-2025 13:33:15 (UTC+8) | - |
| dc.date.available | 3-Mar-2025 13:33:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-Mar-2025 13:33:15 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109932431 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/155869 | - |
| 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) | 109932431 | zh_TW |
| dc.description.abstract (摘要) | 傳統企業在數位經濟時代面臨電子商務崛起、消費者數位化及技術創新帶來的挑戰，而全球化競爭與疫情加速企業數位轉型進程，也進一步削弱傳統企業的競爭力，因此透過數位創新、開設電商平台和網路通路就成為傳統企業轉型關鍵。然而，傳統企業因面臨市場萎縮、少子化與經營模式老化等多重困境而急需尋求突破性的轉型方向與實踐策略，研究者也因機緣巧合，開始上網販售嬰幼兒的副食品，從而看見電商平台的潛在商機，並創立母嬰品牌電商A公司，所以本研究旨在分析母嬰品牌電商A公司成功轉型的核心因素，探討其如何整合內部資源與外部機會，並應對環境變化靈活調整策略以滿足消費者需求，並聚焦於少子化趨勢下，個案公司創新經營方針的制定，確保其在競爭激烈的市場中維持優勢與永續發展。
本研究採用個案研究法，通過次級資料分析，全面探討母嬰品牌電商A公司的經營模式、產品創新、行銷策略及其對市場趨勢的應對措施。研究結果顯示，母嬰品牌電商A公司成功轉型的關鍵在於充分發揮其垂直整合供應鏈優勢，確保產品品質與成本控制。此外，母嬰品牌電商A公司通過網路行銷與電商平台的結合，實現品牌知名度與客戶忠誠度的提升。同時，母嬰品牌電商A公司針對少子化問題，制定創新經營方針，如拓展產品線至高附加值的食品領域，並結合社群媒體行銷深化客戶關係。依據研究結論，本研究建議母嬰品牌電商A公司應建立吸引人的品牌故事，突出專業性與獨特性，並透過社交媒體及內容行銷提升品牌形象，同時強化產品研發，推出符合市場需求且環保的高品質產品，並透過認證增強消費者信任。此外，本研究也建議建立母嬰社群，透過活動與互動提升品牌忠誠度，並注重口碑管理，積極回應消費者反饋，以提升品牌信譽與市場競爭力。 | zh_TW |
| dc.description.abstract (摘要) | In the era of the digital economy, traditional enterprises face significant challenges arising from the rise of e-commerce, consumer digitization, and technological innovation. The acceleration of digital transformation, fueled by global competition and the pandemic, has further eroded the competitiveness of these businesses. As a result, digital innovation, the establishment of e-commerce platforms, and the development of online channels have become essential for their transformation. However, traditional enterprises are struggling with issues such as market contraction, declining birth rates, and outdated business models, which necessitate the urgent identification of breakthrough transformation strategies and practical approaches. The researcher began selling baby food products online and recognized the potential of e-commerce platforms, leading to the establishment of maternal and infant brand e-commerce company A. This study aims to identify the key factors behind the successful transformation of company A, examining how it integrates internal resources with external opportunities and adapts its strategies flexibly in response to environmental changes to meet consumer demands. Additionally, the study focuses on the development of innovative business strategies to address the challenges posed by the declining birth rate, ensuring the company’s competitive advantage and long-term sustainability in an increasingly competitive market. Reason: Improved clarity, vocabulary, and technical accuracy while maintaining the original meaning.
This study employs a case study methodology to conduct an in-depth analysis of the business model, product innovation, marketing strategies, and market trend responses of maternal and infant brand e-commerce company A, utilizing secondary data analysis. The research findings indicate that the key to company A's successful transformation lies in effectively leveraging its vertically integrated supply chain to ensure product quality and control costs. Furthermore, company A has enhanced brand awareness and customer loyalty through a combination of online marketing and e-commerce platforms. In response to the declining birth rate, the company has developed innovative business strategies, such as expanding its product line to include high-value-added food products and deepening customer relationships through social media marketing. Based on the research conclusions, this study recommends that company A create a compelling brand narrative that emphasizes its professionalism and uniqueness. It should utilize social media and content marketing to enhance its brand image, strengthen product research and development to offer high-quality, market-driven, and eco-friendly products, and build consumer trust through certifications. Additionally, the study suggests establishing a maternal and infant community to foster brand loyalty through activities and interactions, with a focus on word-of-mouth management and actively responding to consumer feedback to enhance brand reputation and market competitiveness. | en_US |
| dc.description.tableofcontents | 摘要 i
Abstract ii
目錄 iv
圖次 v
表次 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第二章 產業與個案介紹 6
第一節 母嬰產業現況 6
第二節 嬰幼兒食品對母嬰市場的影響 8
第三節 個案介紹 14
第三章 個案分析 16
第一節 母嬰品牌電商A公司成功轉型的原因 16
第二節 母嬰品牌電商A公司因應外部環境變遷的行銷策略調整 19
第三節 母嬰品牌電商A公司在少子化趨勢下的創新經營方針 24
第四章 結論與建議 29
第一節 結論 29
第二節 研究建議 33
參考書目 35
圖次
圖2-1 各年齡層男女消費者在母嬰消費市場的整體消費概況 8
圖2-2 各通路消費額占比 11
圖2-3 各年齡層男女消費者在綜合型電商的消費概況 12
圖2-4 各年齡層男女消費者在母嬰電商平台的消費概況 12
圖2-5 母嬰用品購買總金額排名 13
圖4-1 母嬰品牌電商A公司營收圖表 19
圖4-2 母嬰品牌電商A公司之寶寶飯、麵商品 21
圖4-3 母嬰品牌電商A公司之肉燥、補湯商品 21
圖4-4 母嬰品牌電商A公司之水餃麵食商品 22
圖4-5 母嬰品牌電商A公司之商品分類說明 26
表次
表2-1 母嬰產品簡介 7 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109932431 | en_US |
| dc.subject (關鍵詞) | 傳統企業轉型 | zh_TW |
| dc.subject (關鍵詞) | 母嬰品牌電商 | zh_TW |
| dc.subject (關鍵詞) | 個案研究 | zh_TW |
| dc.subject (關鍵詞) | Traditional Business | en_US |
| dc.subject (關鍵詞) | Infant E-commerce Company | en_US |
| dc.subject (關鍵詞) | Case Study | en_US |
| dc.title (題名) | 傳統企業轉型為母嬰品牌電商之個案分析 | zh_TW |
| dc.title (題名) | A Case Study on the Transformations from Traditional Business into Infant E-commerce Company | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 參考書目
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