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| Title: | 社群商務之虛實整合經營策略－以《iFit 愛瘦身》為例 |
| Authors: | 周雅薇
Chou, Ya-Wei |
| Contributors: | 黃國峯
傅浚映
周雅薇
Chou, Ya-Wei |
| Keywords: | 社群商務
虛實整合
全通路
Social commerce
Online to offline
Omni-channel |
| Date: | 2018 |
| Issue Date: | 2018-07-03 17:40:01 (UTC+8) |
| Abstract: | 隨著社群網站已逐漸滲透民眾的生活，在這個廣大的虛擬世界中也發展出許多商機，「社群」與「電子商務」變得密不可分，因而出現了一個新詞彙-「社群商務」。然而，在資訊透明的時代中，消費者在進行購買行為前，會透過各種論壇、網站查詢到商品價格與服務評價，若企業僅追隨同業發展同質化商品很快就會面臨到營運瓶頸，對於那些能夠以特定主題切入，並做出差異化的服務與商品的企業，才有機會在電子商務的紅海中生存。
而現今不論是純電商的企業或是純實體商家，皆面臨單向通路的缺陷，例如：消費者因無法體驗產品而對網路購物感到卻步、實體企業面臨到線下經營成本過高。因此，虛實整合(O2O 策略)已成為目前火紅的營運模式。
本研究以「《iFit 愛瘦身》」為個案公司，該公司是目前全台灣最大的健康瘦身平台，從社群網站起家，中間經歷許多商業模式的轉變，再到線下實體店面的布局。本研究將以質化個案研究方式，結合司徒達賢教授所提出之策略矩陣分析法，描繪出個案公司從經營粉絲團初期至虛實整合階段之策略轉變，並分析虛擬跨入實體之整合效益，再以策略矩陣分析《iFit 愛瘦身》全通路模式的策略形態。
本研究沒有經過實地訪談，僅以次級資料做分析。依照本研究探討之結
果，以虛擬跨入實體的效益分析來看，可為企業帶來以下的價值，如：提升消費者信任、差異化價值創造、目標市場擴大等。而由線上跨入線下必須加強產品知識的傳遞，降低消費者對於涉入程度較高的產品資訊搜尋成本、充分利用實體通路接觸消費者的機會，觀察消費者的行為與情報蒐集、拓展含金量高之長輩族群，最後，必須加強門市人員的專業訓練，讓實體通路的效益發揮至最大。
As social networking site has gradually be a part of people`s life, many business opportunities have popped up in this virtual world. However, in the era of information transparency, consumers will search comments through various websites before purchasing. Therefore, "Social" and "E-commerce" has become inseparable, and thus comes out a new term, “Social Commerce”. This trend implies that companies that only develop homogeneous products will face bottlenecks very soon. Those who find a specific market and make differentiated services and commodities have more chance to survive in this hyper-competition of e-commerce.
Nowadays, pure e-commerce companies or pure-physical businesses are now facing the same problem. For example, some consumers are not willing to shop online because they cannot see or touch the products in person. On the other side, physical business will face cost factor for expanding or maintaining stores. Therefore, the combination of online and offline channels (O2O strategy) has become popular among many businesses.
This research takes "iFit" as the case study. The company is currently the Taiwan`s largest Health & Fitness platform. It originally started from a Facebook page, then experienced many changes in business models, and finally expanded their business from virtual channels to physical stores. This research is conducted by case study method with secondary data, combined with Dr. Seetoo’s “strategic matrix analysis method” to analyze the strategies of “iFit” in different periods. It also explores the benefits and synergies through the O2O strategy, and uses the same matrix method to explain how they develop Omni-Channel strategy.
The study include only second-hand information analysis without interviews. According to the results of this study, O2O strategy can create value for companies. For example, it can enhance consumer trust, makes differentiation through value-added services, and develops in different target audiences. From online to offline integration strategy, this study may found the following four points. First, firms need to strengthen delivery of product knowledge to reduce consumer’s searching costs for high-involved product information. Second, it’s important to observe consumer behaviors to let product or service meet customer needs. Third, the elderly people is a highly potential in the Health & Leisure activity industry. Finally, in order to enhance value of our physical channels, firms must give full and professional training to sales person to maximum benefits of physical channels. |
| Reference: | 中文部分
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363057 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363057 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.017.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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| 01.pdf | 6571Kb | Adobe PDF2 | 45 | View/Open |
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