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| Title: | AI科技驅動的百貨購物中心智能化轉型之應用與研究
The Application and Research of AI-Driven Smart Transformation in Department Stores |
| Authors: | 李旻勳
LI, MIN-HSUN |
| Contributors: | 尚孝純
張欣綠
李旻勳
LI, MIN-HSUN |
| Keywords: | 百貨購物中心
AI科技
OMO
智慧零售
數位轉型
個人化行銷
Department Stores & Shopping Mall
AI Technology
Online Merge Offline
Smart Retail
Digital Transformation
Personalization Marketing |
| Date: | 2025 |
| Issue Date: | 2025-05-02 14:54:06 (UTC+8) |
| Abstract: | 本研究旨在探討人工智慧（AI）科技驅動的百貨購物中心智能化轉型，分析AI在零售業中如何提升營運效率、顧客體驗以及商業模式創新並探討其未來的發展趨勢與挑戰。隨著數位化轉型的加速，AI技術在全球零售業的應用不斷深入，尤其在百貨購物中心的智能化轉型中發揮了重要作用。研究選擇了美國梅西百貨、日本伊勢丹百貨和中國銀泰百貨三家具有代表性的百貨商場，通過個案分析與專家訪談，深入探討這些商場如何應用AI技術推動轉型並解決當前挑戰。研究發現，AI技術的應用在個性化行銷、智慧導購、客流分析、庫存管理等方面已經取得顯著成效。這些應用不僅提升了顧客的購物體驗，還優化了商業決策，提升了運營效率。然而，技術成本、數據隱私問題、員工培訓和顧客接受度等挑戰依然存在，這些因素會影響AI技術的全面落地。未來，AI將與物聯網（IoT）、5G、智慧支付等技術結合，推動百貨購物中心朝向更智能、更個性化的方向發展。本研究提供了對百貨業者的建議，指出在智能化轉型過程中，企業應優先關注AI技術的選擇與整合，並加強數據治理與員工培訓，以確保技術的成功實施與轉型的持續發展。
This research explores the application and development of AI-driven smart transformation in department stores, analyzing how AI enhances operational efficiency, customer experience, and business model innovation in the retail industry, and investigating its future trends and challenges. With the acceleration of digital transformation, AI technology's integration into the global retail sector continues to deepen, especially in the smart transformation of department stores. The study selects three representative department stores—Macy's in the USA, Isetan in Japan, and Intime in China—and uses case analysis and expert interviews to explore how these stores utilize AI to drive transformation and address current challenges.
The research found that AI's application in personalized marketing, smart shopping assistants, customer flow analysis, and inventory management has shown significant results. These applications not only improve customer shopping experiences but also optimize business decision-making and enhance operational efficiency. However, challenges such as high technological costs, data privacy issues, employee training, and customer acceptance still exist, which may affect the full implementation of AI technology. In the future, AI will integrate with technologies such as IoT, 5G, and smart payments, pushing department stores towards more intelligent and personalized developments.This study offers recommendations for department store operators, suggesting that during the smart transformation process, businesses should prioritize AI technology selection and integration, strengthen data governance, and enhance employee training to ensure successful implementation of technology and the sustainable development of transformation. |
| Reference: | 一、 中文文獻：
陳冠文，智慧零售AI應用技術趨勢分析，2020-06 (182)，p.35-37；工業技術研究院電腦與通訊工業研究所
張筱祺，智慧零售趨勢與AI創新應用，2019-07 (178)， p.40-42; 工業技術研究院電腦與通訊工業研究所
陳威如、王詩一，2016，《決勝平台時代：第一本平台化轉型實戰攻略》，台北：商業周刊.
潘慧珍，智慧新零售商場之即時互動AI化研究-以台北某百貨商場為例，國立臺灣大學管理學院-復旦EMBA碩士論文
二、 英文文獻：
Alstyne, M. W. V., Parker, G. G., & Choudary, S. P. 2016. “Pipelines, Platforms, and the New Rules of Strategy.” Harvard Business Review, 94(4): 54-62.
Bosse, D. A., & Coughlan, R. 2016. “Stakeholder Relationship Bonds.” Journal of Management Studies, 53(7): 1197-1222.
Pantano, E., & Pizzi, G. (2020). Artificial Intelligence in Retail: A Review and Research Agenda. Journal of Retailing and Consumer Services, 55, 102097.
Wirtz, M., & Tuzovic, J. (2020). AI in Retail: Applications and Value Creation. Journal of Business Research, 116, 176-182.
Smith, A. G., & Thomas, R. J. (2019). The Impact of Artificial Intelligence on Retail. International Journal of Retail & Distribution Management, 47(9), 955-969.
三、 網路資料：
2023台灣零售規模創4.5兆新高！7-11稱霸超商近半市場，全台零售、電商市占一次看
https://www.bnext.com.tw/article/79980/taiwan-retailers-ecommerce-ranking-2023
會員年營收750億的經營心法，新光三越10年數位轉型如何打造OMO購物體驗
https://www.ithome.com.tw/news/156936
歷經數位轉型 新光三越打造百貨電子商務
https://www.cio.com.tw/interview-chuang-wanye-deputy-general-manager-of-the-new-ministry-of-electronic-commerce/
全球零售業發展趨勢及轉型策略
https://www2.deloitte.com/tw/tc/pages/consumer-business/articles/global-retailing-development.html?utm_source=chatgpt.com
百貨龍頭新光三越、SOGO市占率都衰退⋯哪間百貨公司崛起最快？
https://www.businessweekly.com.tw/business/blog/3012877?utm_source=chatgpt.com
臺灣購物中心市場供給分析
https://www.tcscre.org/post/%E8%87%BA%E7%81%A3%E8%B3%BC%E7%89%A9%E4%B8%AD%E5%BF%83%E5%B8%82%E5%A0%B4%E4%BE%9B%E7%B5%A6%E5%88%86%E6%9E%90-%E7%94%A2%E6%A5%AD%E5%B0%88%E6%96%87%E6%91%98%E8%A6%81?utm_source=chatgpt.com
2025年百貨零售行業現狀與發展趨勢分析
https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-business/pr220615-2022-cnsr-trend-tc.pdf?utm_source=chatgpt.com
阿里賠錢賣掉大潤發，為什麼其他企業還在搶攻O2O？
https://www.businessweekly.com.tw/business/blog/3017665
How Stitch Fix, Macy’s, Kraft Heinz and Ocado use AI to keep an eye on the supply chain https://nrf.com/blog/how-stitch-fix-macys-kraft-heinz-and-ocado-use-ai-keep-eye-supply-chain
Macy's Teams With IBM Watson For AI-Powered Mobile Shopping Assistant
https://www.forbes.com/sites/rachelarthur/2016/07/20/macys-teams-with-ibm-watson-for-ai-powered-mobile-shopping-assistant/?utm_source=chatgpt.com
Mitsukoshi Isetan Accelerates the Production Efficiency of 3DCG Products Through 3D Scanning
https://www.einscan.com/applications/mitsukoshi-isetan-accelerates-the-production-efficiency-of-3dcg-products-through-3d-scanning/?utm_source=chatgpt.com
McKinsey & Company. (2021). How AI is Transforming the Retail Industry. Retrieved from https://www.mckinsey.com/
Forbes. (2022). AI in Retail: Examples, Benefits, and Future Trends. Retrieved from https://www.forbes.com/
Harvard Business Review. (2021). The Role of AI in the Future of Retail. Retrieved from https://hbr.org/
Retail TouchPoints. (2022). AI in Retail: A Comprehensive Guide. Retrieved from https://retailtouchpoints.com/
Deloitte Insights. (2020). AI and Machine Learning in Retail. Retrieved from https://www2.deloitte.com/
McKinsey & Company. (2022). 2022: The year in charts. Retrieved from https://www.mckinsey.com/featured-insights/2022-year-in-review/2022-the-year-in-charts
Gartner. (2021). AI and Retail: How Intime is Pioneering AI Integration in China. Retrieved from https://www.gartner.com
Forrester Research. (2022). Intime's AI-Driven OMO Integration and the Future of Retail. Retrieved from https://www.forrester.com |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932097 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932097 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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