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| Title: | 智慧客製化服務創新之研究-以STITCH FIX為例
Ａ Study of Smart Customization Service |
| Authors: | 詹惠雯
Chan, Hui-Wen |
| Contributors: | 尚孝純
Shang, Shari S.C.
詹惠雯
Chan, Hui-Wen |
| Keywords: | 大量客製化
大數據
體驗經濟
客戶服務價值循環
Mass Customization
Big Data
The Experience Economy
Customer Service Value Cycle |
| Date: | 2019 |
| Issue Date: | 2020-03-02 11:05:07 (UTC+8) |
| Abstract: | 根據資策會資料指出，電子商務將位居2020年全球新興產業之首，但「價格競爭激烈毛利偏低」「消費需求多變」卻為業者經營上遭遇之困境前二名，如何擺脫價格競爭與精準預測需求，是電子商務業者重要的經營課題。
本研究主要探討在競爭激烈商業環境下，企業如何藉由數據驅動，改變服務思維及創新商業模式。在由舊經濟邁入新經濟時代，以消費者為核心，應用數據發展客製化產品創新服務客戶，與顧客共創體驗提升服務價值，進而帶動成長。本研究透過探討個案的商業模式、用戶購買流程、數據搜集處理應用、運營分析，探討服務創新的面向，歸納發展智慧客製化服務創新的優勢，並對未來的機會與威脅提出看法。
本研究發現，個案企業以消費者為核心，發展創新的訂閱服飾商業模式，強大的數據團隊、多元數據算法及多面向大數據應用，提供商務價值最佳化的預測的基礎。並透過人機協作，提供個性化的產品訂製服務與用戶共創體驗，達到深度個人化，透過顧客參與來傳遞服務價值，產生WoW的體驗經驗，徹底體現良好客戶體驗，創造價值循環。
According to the Institute for Information Industry, III, e-commerce will rank first in the world`s emerging industries in 2020. However, “price competition is fierce and gross margins are low” and “consumer demand is changing” are the top two problems encountered by enterprises. And accurate demand forecasting is an important business issue for e-commerce players. This research focuses on how companies can drive data, change service thinking, and innovate business models in a highly competitive business environment. In the era of transition from the old economy to the new one, with consumers as the core, enterprises driving growth through the use of data to develop customized product innovations, having co-create experiences with customers to enhance service value.
This study explores the aspects of service innovation of individual cases by exploring the business model, user purchase processes, data collection and processing applications, operation analysis and summarizes the advantages of smart customization service innovations, and presents views on future opportunities and threats.
This research finds that Stitch Fix develops innovative business models of subscription fashion apparel box, with strong data teams, multi-data algorithms, multi-oriented big data applications, with consumers as the core, and all above provide the basis for business value optimization. Through human-machine collaboration, Stitch Fix provides personalized product customization services to create a co-experience with users. This achieves deep personalization, through customer participation to deliver service value and also generate WoW experience, fully reflects the good customer experience and creates a value cycle. |
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網際網路
Anahita Hassanzadeh and Douglas Rudd (2019), Many Roads to the Algorithms Team at Stitch Fix, Retrieved October 12 2019, from: https://multithreaded.stitchfix.com/blog/
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932097 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932097 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000188 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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