| Abstract: | COVID-19疫情後對全球經濟和消費者行為的改變對其經營策略產生了顯著的影響，早期傳統寢具店門庭若市，到日漸式微由量販式賣場興起，疫情後，電商團購KOA、KOL、抖音快速崛起，消費型態改變了店頭零售，也讓大賣場交易量下滑，網路產品相似度高但材質觸感無法直接體驗，缺乏消費者對商品正確認知，資訊不對稱，少了雙向溝通，導致消費者睡眠痛點無法改善。
臺灣寢具產業受限於規模，面臨疫情後難以採取商模轉型和策略行銷經營，不僅台灣製作的寢具商品受到中國進口的競爭激烈且出現代工斷層，一間專營寢具店要如何從眾多的同行寢具中吸引消費者注目，並投過新商模脫穎而出，是所有業者及重視的的課題。
本研究藉由問卷及實際訪談分析客戶對於睡眠而選擇寢具的考量因素，探討疫情後市場上消費者針對睡眠需求而購買及消費行為之影響，盼能對寢具產業經營者對於疫情後的商業模式策略提出建議，原以商品銷售為導向，進而調整商業模式以附加專業價值服務為導向，鎖定以睡眠品質為主要需求的消費者，提升黏著度與品牌忠誠度。
After the COVID-19 epidemic, the changes in the global economy and consumer behavior have had a significant impact on its business strategy, the early traditional bedding stores were in the market, to gradually decline from the rise of mass merchandisers, after the epidemic, e-commerce group buying KOA, KOL, Douyin rose rapidly, consumption patterns changed store retail, but also made hypermarket transaction volume decline, online products have high similarity but the material touch can not be directly experienced, lack of consumers` correct cognition of goods, information asymmetry, less two-way communication. As a result, consumers` sleep pain points cannot be improved.
Taiwan`s bedding industry is limited by the scale, facing the epidemic after the difficult to adopt business model transformation and strategic marketing operations, not only Taiwan-made bedding products are fiercely contested by Chinese imports and out of modern work fault, how a franchised bedding store to attract the attention of consumers from a large number of peer bedding, and cast new business models to stand out, is a topic that all operators pay attention to.
Through questionnaires and actual interviews, this study analyzes the factors considered by customers in choosing bedding for sleep, discusses the impact of consumers` purchase and consumption behavior on sleep demand in the post-epidemic market, and hopes to make suggestions on the business model strategy of bedding industry operators after the epidemic, originally oriented by commodity sales, and then adjusted the business model to be guided by additional professional value services, target consumers with sleep quality as the main demand, and improve adhesion and brand loyalty. |
