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| Title: | Lady內衣品牌新零售運營之探討
Study of new retail operation of Lady lingerie |
| Authors: | 周子翔
Chou, Tzu-Hsiang |
| Contributors: | 溫肇東
周子翔
Chou, Tzu-Hsiang |
| Keywords: | 通路變化
新零售
線上購物
商品券
Channel changes
Ｎew retail
Ｏnline shopping
Ｍerchandise vouchers |
| Date: | 2020 |
| Issue Date: | 2020-09-02 11:52:06 (UTC+8) |
| Abstract: | 內衣銷售市場由最早期在菜市場的零售店，也就是現在街邊店，進化到複合店，百貨商場，專賣店，百貨公司，大型百貨公司，購物中心，每一個新通路的興起，就是另一個通路的沒落，而這些通路的興起與沒落，不單只是因為通路的強弱變化，其中還包含消費者的進化，今年來網路購物的興起，網路購物的便利性，讓實體通路來客數日漸減少，以致營業額成長緩慢甚至衰退．這在中高端市場尤其明顯。
內衣銷售是以面對面銷售為主，在銷售的過程中，去介紹商品的設計，流行元素與材質，因為每位女性的身形不同，縱使穿著同樣的尺寸，穿著的體驗卻不會相同．其中很多設計的巧思，透過網路購買難以感受，再加上中高價位，故在網路上銷售其效益不高。
過去的媒體以電視、報紙、雜誌等為主，企業只需在這些媒體投放廣告，即可吸引相關的顧客，但近年來這些媒體的效益降低，無法達到原有效益，目前行銷方式已轉換到網路上，透過精準的行銷，可在網路上接觸到更準確的消費者，雖然有精準的目標，但仍因商品的屬性，願意在網路上直接購買的意願還是不高，像Lady內衣因爲其商品單價高，雖然具有一定品質，消費者在網路上直接下單的機會還是偏低，消費者還是寧願到專櫃上消費，由網路轉換到實體的轉換率還是非常低，在虛擬通路上做價格破壞，對實體通路之專櫃，影響巨大，公司整體人員有近70%是在這些實體通路上班，所以也不適合使用此方法！
是否有可以在虛擬通路上將消費者吸引至實體通路之方法，了解所謂新零售的概念。目前之想法是在網路銷售商品券，讓消費者可以到實體通路兌換商品，並利用商品券的包裝擴大目標客群，為實體通路增加新的來客數！
The underwear sales market has evolved from the earliest retail stores in the vegetable market, which are now street shops, to compound stores, department stores, specialty stores, department stores, large department stores, shopping centers. The rise of each new channel is another The decline of a channel, and the rise and decline of these channels, not only because of the strength and weakness of the channel, but also the evolution of consumers, the rise of online shopping this year, the convenience of online shopping, the number of visitors to the physical channel is gradually increasing Reduced, so that the turnover growth slowed or even declined. This is particularly evident in the mid- to high-end market. That is to say, although online shopping brings great convenience, it has not brought progress comprehensively.
Underwear sales are mainly face-to-face sales. During the sales process, we introduce the design of the goods, popular elements and materials, because each woman`s body shape is different. Even if you wear the same size, the wearing experience will not be the same. Many of these design ingenuities are difficult to feel through online purchases, and coupled with the mid-to-high price points, it is not effective to sell them online.
The media used to be mainly televisions, newspapers, magazines, etc., and companies like ours can attract relevant customers simply by placing advertisements in these media. However, in recent years, the effectiveness of these media has been reduced, and they cannot reach the original level as in the past. Some functions, the current marketing method has been switched to the
Internet, through accurate marketing, you can reach more accurate consumers on the Internet, although there are precise goals, but because of the attributes of the goods, they are willing to buy directly on the Internet The willingness is still not high. Like Lady underwear, because of its high unit price, although it has certain quality, the chance of consumers placing orders directly on the Internet is still low. Consumers still prefer to consume at the counter, from the Internet to the physical conversion. The rate is still very low. Doing price destruction on the virtual channel has a huge impact on the counters of the physical channels. Nearly 70% of the company`s overall staff work in these physical channels, so it is not suitable for this method!
So think about whether there is a way to attract consumers to the physical channel on the virtual channel, and understand the concept of so-called new retail. The current idea is to sell merchandise vouchers online, so that consumers can go to the physical channel to exchange merchandise, and use the packaging of the merchandise vouchers to expand the target customer base and increase the number of new customers for the physical channel! |
| Reference: | 中文部分
書籍
1.林希夢著，(2020)。新零售策略規劃-客戶為王的4.0世代。台北市：五餅二魚文化事業有限公司。
2.琳達。哥喬斯Linda Gorchels等著，(2013)。通路管理的第一本書
The Manager’s Guide to Distribution Channels 陳瑜清、林宜萱 譯。台北市：美商麥格羅 希爾國際出版出版公司。
網際網路
1.中華民國統計資訊網，上網日期109年8月10日，檢自：https://www1.stat.gov.tw/ct.asp?Item=15408&CtNode=4692&mp=3
2.外商都在用的分析方法！「BCG矩陣」找出你的市場定位，天地人文創，上網日期109年5月11日，檢自:https://blog.tiandiren.tw/archives/24064
3.自助結帳、互動式購物，智慧商店應用為 COMPUTEX 一大亮點，科技新報，上網日期109年5月11日，檢自：https://today.line.me/tw/v2/article/3VDKPo
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8.最貼近女性的話題：內在美網路口碑調查，Social Lab社群實驗室，上網日期109年8月10日，檢自：https://www.social-lab.cc/2019/03/
social-insights/最貼近女性的話題：內在美網路口碑調查/
9.賴錦宏，陸無人商店大崩盤！2年狂潮…被2個真相壓垮，上網日期109年5月11日，檢自：https://theme.udn.com/theme/story/6775/3824611
10.新零售，MBA智庫百科，上網日期109年5月10日，檢自：https://wiki.mbalib.com/zh-tw/新零售
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12.Mosan，百年飲品龍頭 可口可樂 客製化行銷累積忠實顧客，上網日期109年5月12日，檢自：https://mosan.com.tw/2020/03/16/百年飲品龍頭 可口可樂 客製化行銷累積忠實顧客/
英文部分
網際網路
1.Ansoff, I. H.(1957). Strategies for Diversification. Harvard Business Review, 114, 9-12., May 16 2020, from：https://www.casrilanka.com/casl/images/stories/2017/2017_pdfs/sab_portal/course_material/strategies_for_diversification.pdf
2.Henderson, B.D.(1970), “The Product Portfolio”, Boston,Massachusetts: Boston Consulting Group,66, May 16 2020, from: https://www.bcg.com/publications/1970/strategy-the-product-portfolio |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
102932104 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102932104 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001580 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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