政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/143770

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题名:	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
贡献者:	林日璇黃國峯 Lin, Jih-Hsuan Huang, Guo-Feng 何宗霖 Ho, Jung-Lin
关键词:	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
上传时间:	2023-03-09 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.
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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
数据类型:	thesis
显示于类别:	[經營管理碩士學程EMBA] 學位論文

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