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題名 D2C通路之消費者旅程分析-以綠藤生機為例
Consumer Journey Analysis in D2C Channels: The Case of Greenvines作者 王雅翎
Wang, Ya-Ling貢獻者 羅明琇
Lo, Sonia
王雅翎
Wang, Ya-Ling關鍵詞 D2C（直接面對消費者）
消費者旅程
綠藤生機
質化研究
快銷產業
D2C (Direct-to-Consumer)
Consumer Journey
Greenvines
Qualitative Research
FMCG (Fast-Moving Consumer Goods) Industry日期 2025 上傳時間 4-Aug-2025 13:49:12 (UTC+8) 摘要 在數位科技快速演進與消費者自主意識抬頭的背景下，D2C（直接面對消費者）通路模式成為品牌實踐顧客導向、強化品牌掌控力及提升獲利能力的重要策略。D2C模式省去傳統通路的中間商，透過品牌自營的線上平台與顧客直接互動，使品牌得以掌握第一手顧客數據、提供個人化服務並建構品牌社群。 本研究選擇台灣B型企業保養品牌「綠藤生機」作為研究對象，透過十位實際使用其D2C通路之消費者進行半結構式深度訪談，系統性地探索其於D2C通路的消費旅程、需求、痛點與品牌互動經驗。研究目的為： 1. 透過綠藤生機的D2C顧客旅程圖，了解品牌發展D2C通路中之痛點與挑戰 2. 剖析消費者在使用D2C通路中之期待 3. 給予品牌發展D2C通路上之整體建議 4. 了解官網忠誠者之樣貌作為精準行銷的重要參考 研究結果針對綠藤生機品牌的D2C通路歸納出四項關鍵發現。首先，品牌在社群經營上未善用D2C的即時互動優勢，社群互動的缺口限制了品牌從消費者處獲取第一手需求資訊的能力。其次，官網會員制度未能有效激勵消費者參與升等，顯示品牌在顧客經營與數據收集上錯失了關鍵機會。另外，也發現官網回購流失率達五成的原因。最後，研究發現一群具高度忠誠度的「官網回購者」的消費特徵，提供品牌參考。整體而言，本研究揭示D2C模式中品牌在互動設計與會員經營上的潛在改進空間，並透過顧客樣貌分析提出精準行銷的方向，期望提供D2C品牌在建立顧客關係與強化平台競爭力上的實務參考。
Amid the rapid advancement of digital technologies and the rise of consumer autonomy, theD2C (Direct-to-Consumer) channel model has emerged as a crucial strategy for brands to reinforce customer-centricity, enhance brand control, and improve profitability. By eliminating traditional intermediaries, D2C enables brands to interact directly with consumers through self-managed digital platforms, allowing access to first-hand customer data, delivery of personalized services, and the cultivation of brand communities. This study investigates the case of Greenvines, a Taiwanese B Corporation specializing in skincare, to explore consumer experiences within its D2C channel. Drawing on semi-structured in-depth interviews with ten actual users of the brand’s D2C platform, this research systematically examines the consumer journey, needs, pain points, and brand engagement. The study aims to: 1. Identify key pain points and challenges in Greenline’s D2C consumer journey; 2. Analyze consumer expectations when engaging with D2C channels; 3. Provide strategic recommendations for optimizing D2C development; 4. Profile loyal website consumers to inform precision marketing strategies. The findings yield four key insights. First, the brand has not fully leveraged D2C's advantage of real-time interaction in social media management, limiting its ability to capture consumers’ evolving needs. Second, the membership program on the official website fails to motivate participation and tier advancement, suggesting missed opportunities in consumer engagement and data collection. Third, the study uncovers factors contributing to a 50% repurchase attrition rate on the website. Lastly, it identifies a segment of highly loyal repurchasers, offering a valuable reference for brand strategy. Overall, this research highlights areas for improvement in interaction design and membership management within the D2C model and provides guidance for strengthening customer relationships and platform competitiveness through targeted marketing.參考文獻 一、中文文獻 1.工商時報網，2025。20250219700158-439901。https://www.ctee.com.tw/news/20250219700158-439901。搜尋日期：2025年5月25日。 2. 綠藤生機網，2024。綠藤生機官方網站。https://www.greenvines.com.tw/?srsltid=AfmBOoqngRCQ6nH1sPSyithQH3yQQBY4bwKdpFfR-LQu3BgOpDVFYOd9。搜尋日期：2025年5月25日。 3. Think with Google 網，2024。品牌善用AI行銷 網羅全通路商機。https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumerjourney/%E5%93%81%E7%89%8C%E5%96%84%E7%94%A8ai%E8%A1%8C%E9%8A%B7%E7%B6%B2%E7%BE%85%E5%85%A8%E9%80%9A%E8%B7%AF%E5%95%86%E6%A9%9F/。搜尋日期：2025年5月25日。 4. 綠藤生機，2023。2023綠藤永續報告書 。搜尋日期：2025年 5月21日。 5. Yahoo奇摩股市，2024。產業地圖圖解：台灣實體零售與通路品牌D2C產業地圖，D2C已是全台零售趨勢。https://tw.stock.yahoo.com/news/%E7%94%A2%E6%A5%AD%E5%9C%B0%E5%9C%96%E5%9C%96%E8%A7%A3-%E5%8F%B0%E7%81%A3-%E5%AF%A6%E9%AB%94%E9%9B%B6%E5%94%AE%E8%88%87%E9%80%9A%E8%B7%AF%E5%93%81%E7%89%8Cd2c-%E7%94%A2%E6%A5%AD%E5%9C%B0%E5%9C%96-d2c%E5%B7%B2%E6%98%AF%E5%85%A8%E5%8F%B0%E9%9B%B6%E5%94%AE%E8%B6%A8%E5%8B%A2-093700257.html。搜尋日期：2025年6月11日。 二、英文文獻 1. Adams, W. C. 2015. Conducting semi‐structured interviews. Handbook of practical program evaluation, 492-505. New York: Oxford. 2. Dragana, P. J., & Maja, C. 2021. The importance of applying qualitative methods in surveying consumer behavior and satisfaction. Academician Professor Mirjana Radovic Markovic, PhD, 3(4): 108. 3. Gielens, K., & Steenkamp, J. B. E. (2019). Branding in the era of digital (dis) intermediation. International Journal of Research in Marketing, 36(3): 367-384. 4. Havener, S. (2017). Lessons from the past: A look back at D2C trends. LIMRA's MarketFacts Quarterly, 3: 26-30. 5. Klepek, M. (2019). Buyer personas: its use and limitations in online marketing. Marketing Identity, 7(1): 886-896. 6. Leimstoll, U., & Wölfle, R. (2020). Direct to Consumer (D2C) E-commerce: Goals and strategies of brand manufacturers. In New trends in business information systems and technology: Digital innovation and digital business transformation , 237-250. Cham: Springer International Publishing. 7. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6): 69-96. 8. Lienhard, S., Schögel, M., & Boppart, A. (2021). The prerequisites for D2C strategies: A close view at established consumer goods manufacturers. Marketing Review St.Gallen, 38(6): 10–17. 9. Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3): 376-402. 10. Mahato, P., & Ranawat, P. (2024). A study of consumer buying behavior and brand loyalty in a FMCG market. International Journal for Research in Applied Science & Engineering Technology (IJRASET), 12(5):1834-1839 11. Modi, S., & Balaji, V. (2023). Mamaearth: from a mother’s dilemma to a multi-crore brand. Emerald Emerging Markets Case Studies, 13(4): 1-28. 12. Mu, W., & Yi, Y. (2024). The impact of characteristic factors of the direct-to-consumer marketing model on consumer loyalty in the digital intermediary era. Frontiers in Psychology, 15: 1347588. 13. Nagarajan, G., & Sheriff, J. K. (2013). Emerging challenges and prospects of FMCG product development in India. International Journal of Marketing, Financial Services & Management Research, 2(1): 41-52. 14. Peterson, R. A., & Wotruba, T. R. (1996). What is direct selling?—Definition, perspectives, and research agenda. Journal of Personal Selling & Sales Management, 16(4): 1-16. 15. PJ, S., & Prabha, J. (2024). Consumer perception and satisfaction of D2C (digital-to-consumer) in consumer-packaged goods (CPG): A study focused on Bengaluru urban region. International Journal for Multidisciplinary Research (IJFMR), 6(4): 2582-2160. 16. Rangan, V. K., Corsten, D., Higgins, M., & Schlesinger, L. A. (2021). How direct-to-consumer brands can continue to grow. Harvard Business Review, 99(6): 100-109. 17. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1): 143-150. 18. Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4): 648-664. 19. Schacker, M., & Stanoevska-Slabeva, K. (2023). A morphology of digital direct-to-consumer (D2C) models. Procedia Computer Science, 219: 170-177. 20. Simmons, G. J. (2007). “i‐Branding”: developing the internet as a branding tool. Marketing Intelligence & Planning, 25(6): 544-562. 21. Swetha, P., & Prabha, J. (2024). Consumer perception and satisfaction of D2C (Digital-To-Consumer) in consumer-packaged goods (CPG): A study focused on Bengaluru urban region. International Journal for Multidisciplinary Research (IJFMR), 6(4). Retrieved May 1 2025, from: https://www.ijfmr.com/papers/2024/4/24002.pdf 22. Temkin, B. D. (2010). Mapping the customer journey. Forrester Research, 3: 20. 23. Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4): 294-316. 24. Wang, Y., Bell, D. R., & Padmanabhan, V. (2009). Manufacturer-owned retail stores. Marketing Letters, 20: 107-124. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363102資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363102 資料類型 thesis dc.contributor.advisor 羅明琇 zh_TW dc.contributor.advisor Lo, Sonia en_US dc.contributor.author (Authors) 王雅翎 zh_TW dc.contributor.author (Authors) Wang, Ya-Ling en_US dc.creator (作者) 王雅翎 zh_TW dc.creator (作者) Wang, Ya-Ling en_US dc.date (日期) 2025 en_US dc.date.accessioned 4-Aug-2025 13:49:12 (UTC+8) - dc.date.available 4-Aug-2025 13:49:12 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2025 13:49:12 (UTC+8) - dc.identifier (Other Identifiers) G0112363102 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/158457 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 112363102 zh_TW dc.description.abstract (摘要) 在數位科技快速演進與消費者自主意識抬頭的背景下，D2C（直接面對消費者）通路模式成為品牌實踐顧客導向、強化品牌掌控力及提升獲利能力的重要策略。D2C模式省去傳統通路的中間商，透過品牌自營的線上平台與顧客直接互動，使品牌得以掌握第一手顧客數據、提供個人化服務並建構品牌社群。 本研究選擇台灣B型企業保養品牌「綠藤生機」作為研究對象，透過十位實際使用其D2C通路之消費者進行半結構式深度訪談，系統性地探索其於D2C通路的消費旅程、需求、痛點與品牌互動經驗。研究目的為： 1. 透過綠藤生機的D2C顧客旅程圖，了解品牌發展D2C通路中之痛點與挑戰 2. 剖析消費者在使用D2C通路中之期待 3. 給予品牌發展D2C通路上之整體建議 4. 了解官網忠誠者之樣貌作為精準行銷的重要參考 研究結果針對綠藤生機品牌的D2C通路歸納出四項關鍵發現。首先，品牌在社群經營上未善用D2C的即時互動優勢，社群互動的缺口限制了品牌從消費者處獲取第一手需求資訊的能力。其次，官網會員制度未能有效激勵消費者參與升等，顯示品牌在顧客經營與數據收集上錯失了關鍵機會。另外，也發現官網回購流失率達五成的原因。最後，研究發現一群具高度忠誠度的「官網回購者」的消費特徵，提供品牌參考。整體而言，本研究揭示D2C模式中品牌在互動設計與會員經營上的潛在改進空間，並透過顧客樣貌分析提出精準行銷的方向，期望提供D2C品牌在建立顧客關係與強化平台競爭力上的實務參考。 zh_TW dc.description.abstract (摘要) Amid the rapid advancement of digital technologies and the rise of consumer autonomy, theD2C (Direct-to-Consumer) channel model has emerged as a crucial strategy for brands to reinforce customer-centricity, enhance brand control, and improve profitability. By eliminating traditional intermediaries, D2C enables brands to interact directly with consumers through self-managed digital platforms, allowing access to first-hand customer data, delivery of personalized services, and the cultivation of brand communities. This study investigates the case of Greenvines, a Taiwanese B Corporation specializing in skincare, to explore consumer experiences within its D2C channel. Drawing on semi-structured in-depth interviews with ten actual users of the brand’s D2C platform, this research systematically examines the consumer journey, needs, pain points, and brand engagement. The study aims to: 1. Identify key pain points and challenges in Greenline’s D2C consumer journey; 2. Analyze consumer expectations when engaging with D2C channels; 3. Provide strategic recommendations for optimizing D2C development; 4. Profile loyal website consumers to inform precision marketing strategies. The findings yield four key insights. First, the brand has not fully leveraged D2C's advantage of real-time interaction in social media management, limiting its ability to capture consumers’ evolving needs. Second, the membership program on the official website fails to motivate participation and tier advancement, suggesting missed opportunities in consumer engagement and data collection. Third, the study uncovers factors contributing to a 50% repurchase attrition rate on the website. Lastly, it identifies a segment of highly loyal repurchasers, offering a valuable reference for brand strategy. Overall, this research highlights areas for improvement in interaction design and membership management within the D2C model and provides guidance for strengthening customer relationships and platform competitiveness through targeted marketing. en_US dc.description.tableofcontents 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的 3 第二章 文獻探討 4 第一節 D2C 通路 4 第二節 消費者旅程 8 第三章 研究方法 12 第一節 研究流程 12 第二節 質性訪談 13 第三節 研究個案介紹 14 第四節 訪談對象 16 第五節 訪談大綱 18 第四章 研究發現 22 第一節 消費前的顧客旅程 22 第二節 消費中的顧客旅程 28 第三節 消費後的顧客旅程 32 第四節 顧客旅程綜合分析 35 第五章 研究結論 39 第一節 研究結論 39 第二節 研究貢獻 44 第三節 研究限制與未來研究建議 46 參考文獻 48 附錄一、質性訪談大綱 52 zh_TW dc.format.extent 1650697 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363102 en_US dc.subject (關鍵詞) D2C（直接面對消費者） zh_TW dc.subject (關鍵詞) 消費者旅程 zh_TW dc.subject (關鍵詞) 綠藤生機 zh_TW dc.subject (關鍵詞) 質化研究 zh_TW dc.subject (關鍵詞) 快銷產業 zh_TW dc.subject (關鍵詞) D2C (Direct-to-Consumer) en_US dc.subject (關鍵詞) Consumer Journey en_US dc.subject (關鍵詞) Greenvines en_US dc.subject (關鍵詞) Qualitative Research en_US dc.subject (關鍵詞) FMCG (Fast-Moving Consumer Goods) Industry en_US dc.title (題名) D2C通路之消費者旅程分析-以綠藤生機為例 zh_TW dc.title (題名) Consumer Journey Analysis in D2C Channels: The Case of Greenvines en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 1.工商時報網，2025。20250219700158-439901。https://www.ctee.com.tw/news/20250219700158-439901。搜尋日期：2025年5月25日。 2. 綠藤生機網，2024。綠藤生機官方網站。https://www.greenvines.com.tw/?srsltid=AfmBOoqngRCQ6nH1sPSyithQH3yQQBY4bwKdpFfR-LQu3BgOpDVFYOd9。搜尋日期：2025年5月25日。 3. Think with Google 網，2024。品牌善用AI行銷 網羅全通路商機。https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumerjourney/%E5%93%81%E7%89%8C%E5%96%84%E7%94%A8ai%E8%A1%8C%E9%8A%B7%E7%B6%B2%E7%BE%85%E5%85%A8%E9%80%9A%E8%B7%AF%E5%95%86%E6%A9%9F/。搜尋日期：2025年5月25日。 4. 綠藤生機，2023。2023綠藤永續報告書 。搜尋日期：2025年 5月21日。 5. Yahoo奇摩股市，2024。產業地圖圖解：台灣實體零售與通路品牌D2C產業地圖，D2C已是全台零售趨勢。https://tw.stock.yahoo.com/news/%E7%94%A2%E6%A5%AD%E5%9C%B0%E5%9C%96%E5%9C%96%E8%A7%A3-%E5%8F%B0%E7%81%A3-%E5%AF%A6%E9%AB%94%E9%9B%B6%E5%94%AE%E8%88%87%E9%80%9A%E8%B7%AF%E5%93%81%E7%89%8Cd2c-%E7%94%A2%E6%A5%AD%E5%9C%B0%E5%9C%96-d2c%E5%B7%B2%E6%98%AF%E5%85%A8%E5%8F%B0%E9%9B%B6%E5%94%AE%E8%B6%A8%E5%8B%A2-093700257.html。搜尋日期：2025年6月11日。 二、英文文獻 1. Adams, W. C. 2015. Conducting semi‐structured interviews. Handbook of practical program evaluation, 492-505. New York: Oxford. 2. Dragana, P. J., & Maja, C. 2021. The importance of applying qualitative methods in surveying consumer behavior and satisfaction. Academician Professor Mirjana Radovic Markovic, PhD, 3(4): 108. 3. Gielens, K., & Steenkamp, J. B. E. (2019). Branding in the era of digital (dis) intermediation. International Journal of Research in Marketing, 36(3): 367-384. 4. Havener, S. (2017). Lessons from the past: A look back at D2C trends. LIMRA's MarketFacts Quarterly, 3: 26-30. 5. Klepek, M. (2019). Buyer personas: its use and limitations in online marketing. Marketing Identity, 7(1): 886-896. 6. Leimstoll, U., & Wölfle, R. (2020). Direct to Consumer (D2C) E-commerce: Goals and strategies of brand manufacturers. In New trends in business information systems and technology: Digital innovation and digital business transformation , 237-250. Cham: Springer International Publishing. 7. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6): 69-96. 8. Lienhard, S., Schögel, M., & Boppart, A. (2021). The prerequisites for D2C strategies: A close view at established consumer goods manufacturers. Marketing Review St.Gallen, 38(6): 10–17. 9. Lou, C., & Xie, Q. (2021). Something social, something entertaining? How digital content marketing augments consumer experience and brand loyalty. International Journal of Advertising, 40(3): 376-402. 10. Mahato, P., & Ranawat, P. (2024). A study of consumer buying behavior and brand loyalty in a FMCG market. International Journal for Research in Applied Science & Engineering Technology (IJRASET), 12(5):1834-1839 11. Modi, S., & Balaji, V. (2023). Mamaearth: from a mother’s dilemma to a multi-crore brand. Emerald Emerging Markets Case Studies, 13(4): 1-28. 12. Mu, W., & Yi, Y. (2024). The impact of characteristic factors of the direct-to-consumer marketing model on consumer loyalty in the digital intermediary era. Frontiers in Psychology, 15: 1347588. 13. Nagarajan, G., & Sheriff, J. K. (2013). Emerging challenges and prospects of FMCG product development in India. International Journal of Marketing, Financial Services & Management Research, 2(1): 41-52. 14. Peterson, R. A., & Wotruba, T. R. (1996). What is direct selling?—Definition, perspectives, and research agenda. Journal of Personal Selling & Sales Management, 16(4): 1-16. 15. PJ, S., & Prabha, J. (2024). Consumer perception and satisfaction of D2C (digital-to-consumer) in consumer-packaged goods (CPG): A study focused on Bengaluru urban region. International Journal for Multidisciplinary Research (IJFMR), 6(4): 2582-2160. 16. Rangan, V. K., Corsten, D., Higgins, M., & Schlesinger, L. A. (2021). How direct-to-consumer brands can continue to grow. Harvard Business Review, 99(6): 100-109. 17. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1): 143-150. 18. Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4): 648-664. 19. Schacker, M., & Stanoevska-Slabeva, K. (2023). A morphology of digital direct-to-consumer (D2C) models. Procedia Computer Science, 219: 170-177. 20. Simmons, G. J. (2007). “i‐Branding”: developing the internet as a branding tool. Marketing Intelligence & Planning, 25(6): 544-562. 21. Swetha, P., & Prabha, J. (2024). Consumer perception and satisfaction of D2C (Digital-To-Consumer) in consumer-packaged goods (CPG): A study focused on Bengaluru urban region. International Journal for Multidisciplinary Research (IJFMR), 6(4). Retrieved May 1 2025, from: https://www.ijfmr.com/papers/2024/4/24002.pdf 22. Temkin, B. D. (2010). Mapping the customer journey. Forrester Research, 3: 20. 23. Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4): 294-316. 24. Wang, Y., Bell, D. R., & Padmanabhan, V. (2009). Manufacturer-owned retail stores. Marketing Letters, 20: 107-124. zh_TW
