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    题名: 零售業者在電商、團購、微商之銷售策略分析
    Analysis of Sales Strategies of Retailers in E-commerce, Group Buying, and Social Commerce
    作者: 陳禹潔
    Chen, Yu-Chieh
    贡献者: 謝明華
    Hsieh, Ming-Hua
    陳禹潔
    Chen, Yu-Chieh
    关键词: 電商
    團購
    微商
    通路選擇
    消費習慣
    銷售策略
    E-commerce
    E-commerce
    E-commerceSocial Commerce
    Social CommeChannel Selectionrce
    Consumption Habits
    Sales Strategies
    日期: 2024
    上传时间: 2024-09-04 13:49:02 (UTC+8)
    摘要: 在後疫情時代，消費者的消費習慣及對零售通路的喜好也隨之改變，特別是對電商、團購、微商等特別強調線上服務的銷售通路，也產生巨大的影響。消費者對於不同商品類型，各有習慣偏好的通路選擇，甚至有些特定類型的商品，即使各通路都有販售，消費者就只會在特定通路進行購買，這往往是業者所忽略的部分，造成行銷預算的浪費，卻不見得有效地提高銷量。本篇研究旨在發掘消費者在電商、團購、微商三者的消費習慣，可有助於業者在不同商品類型的銷售通路策略上，做出更正確的選擇。

    本研究針對10間業者與102位消費者進行問卷調查，比較：生鮮/食品、服裝/配飾、美妝/保養、營養/護理、書籍/文具、3C/家電、運動/健身、戶外/旅行、生活雜貨、母嬰用品、寵物用品、車用品等12種商品類型，根據：(1) 業者在電商、團購、微商等三通路有銷售過的商品類型、(2) 消費者在三通路有購買過的商品類型、(3) 消費者期待在三通路可購買的商品類型，三者做比較發現：各通路在業者銷售、消費者購買、消費者期待的商品類型，其實略有異同，消費者的購買習慣或意願，並不一定取決於業者的現存的銷售策略。

    因此，業者可根據本篇研究的問卷數據，探討在販售的商品類型中，以電商、團購、微商三通路而言，哪些商品類型更適合對應的銷售通路，從而針對不同的商品類型，選擇更適合的銷售通路，制定出更適合的銷售策略，其研究結果也可供相關人員進行參考。
    In the post-pandemic era, consumer spending habits and preferences for retail channels have changed, especially for sales channels that emphasize online services such as e-commerce, group buying, and social commerce, which have seen significant impacts. Consumers have distinct channel preferences for different types of products, and some specific types of goods are purchased exclusively through certain channels. This detail is often overlooked by businesses, leading to wasted marketing budgets without effectively increasing sales. This study aims to explore consumer consumption habits in e-commerce, group buying, and social commerce, which can help businesses make more accurate choices in sales channel strategies for different product types.

    This research conducted a survey with 10 businesses and 102 consumers, comparing 12 types of products: fresh food/food, clothing/accessories, beauty/care, nutrition/care, books/stationery, 3C/home appliances, sports/fitness, outdoor/travel, household goods, maternity and baby products, pet supplies, and car products. The comparison was made based on: (1) the types of products sold by businesses through the three channels of e-commerce, group buying, and social commerce, (2) the types of products consumers have purchased through these three channels, and (3) the types of products consumers expect to be available through these channels. The study found differences in the product types sold by businesses, purchased by consumers, and expected by consumers across the channels, indicating that consumer purchasing habits or intentions are not necessarily determined by the existing sales strategies of businesses.

    Therefore, based on the questionnaire data from this study, businesses can explore which product types are more suitable for the corresponding sales channels among e-commerce, group buying, and social commerce. By selecting the most appropriate sales channel for different product types, businesses can develop more effective sales strategies. The results of this study can also serve as a reference for relevant personnel.
    參考文獻: 中文部分

    夏淑芬(2015)。消費者線上購物信任和忠誠度關係之研究，東吳大學企業管理研究所碩士論文。
    施尊翔(2016)。傳統市場蔬果攤商之線上經營模式，國立臺灣大學管理學院商學研究所碩士論文。
    黃怡燕(2014)。化粧品零售業之電子商務商業模式-以S企業集團直營網站經營為例，國立中央大學企業管理學系在職專班碩士論文。
    狄伯宣(2019)。網上團購的發展及影響台商在線團購購買行為的因素，國立中央大學企業管理研究所碩士論文。
    塗承翰(2020)。日本樂天之電商經營模式與策略布局分析，國立臺灣大學管理學院商學研究所碩士論文。
    維基百科(2022)。微商(電子商務模式)：https://zh.wikipedia.org/zh-tw/%E5%BE%AE%E5%95%86_(%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E6%A8%A1%E5%BC%8F)
    波仕特分析資料(2009)。Pollster波仕特線上市調：大家一起買 團結力量大：https://www.pollster.com.tw/report/129/index.htm

    英文部分

    Harris, L. C. and Goode, M. M. H. (2004), “The four levels of loyalty and the pivotal
    role of trust: a study of online service dynamics,” Joumal of Retailing, 80(2), pp.139-158.
    Oliver, R. L. (1997), Satisfaction a Behavioral Perspective on the Consumer, NewYork: McGraw-Hill.
    Oliver, R. L. (1999), “Whence consumer loyalty?” Journal of Marketing, 63 (special issue 1999), pp. 33-44.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    109932081
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109932081
    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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