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Title:	數位時代的 Direct To Consumer 電商銷售模式: 東南亞市場營運策略佈局以B公司為例 Direct-to-Consumer E-commerce Sales Model: Southeast Asia Market Strategy - A Case Study of Company B
Authors:	陳薏婷 Chen, I-Ting
Contributors:	黃國峯陳薏婷 Chen, I-Ting
Keywords:	電子商務東南亞市場跨國電商人才培訓 Direct To Consumer
Date:	2024
Issue Date:	2024-08-05 12:38:30 (UTC+8)
Abstract:	品牌公司的經營從古至今也歷經好幾次的營運模式轉型，從 (1) 非常早期以公司對公司或店家的B2B生意模式，集中在每一次談成一筆大訂單，來達到營收的目的，到 (2) 品牌透過線下實體直營店來直接接觸終端消費者，以及 (3) 更進一步因數位電商發展的經濟趨勢上升，品牌開始透過數位與電商的方式從網路上直接將商品賣給顧客，這一連串的改變都與數位經濟的發展有關。本文當中所探討的 B 公司，也歷經過這些時期，並在數位經濟發展起飛的時刻，面臨了如何跟上電子商務和 Direct To Consumer 的發展趨勢問題，以及國際型品牌公司如何加速佈局在已落後轉型之東南亞市場的困境。從在本土市場國家了解電子商務如何運作，分析目前營運困境，到以 Regional 與 Local 的分工合作，在亞太區總部成立跨國際團隊，直操東南亞市場，加速生意模式上的轉型，站在區域性的制高點來針對東南亞國家的佈局進行轉型推動。而個案公司在這疫情期間，也順勢將 DTC 轉型佈局得成效得以加大發揮，讓當初的決策成為了營運收益上的一隻支柱。
Reference:	1. McClure, D. (2017). Startup Metrics for Pirates: This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!). Retrieved from https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html 2. Lewis, E. S. E. (1925). The Psychology of Selling and Advertising. The AIDA model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive (thinking) and affective (feeling) stages culminating in a behavioural (doing e.g. purchase or trial) stage. Retrieved from https://en.wikipedia.org/wiki/E._St._Elmo_Lewis 3. Kotler, P. (2016). Marketing 4.0: The “5A Loyalty Diagnosis” is a diagnostic tool for loyalty marketing strategies provided by transcosmos. 5A (five A) is a new customer journey introduced in Philip Kotler’s book “Marketing 4.0”. The five A’s represent Aware, Appeal, Ask, Act, and Advocate, respectively. Retrieved from https://www.indeed.com/career-advice/career-development/kotler-5-as-of-customer-path 4. Dentsu Inc. (2004). AISAS model: AISAS is a concept described by the acronym for Attention, Interest, Search, Action, and Share. The AISAS model helps explain consumer behaviour processes. Retrieved from https://gmo-research.com/news-events/articles/what-aisas-five-things-you-should-know-about-customer-journey-framework#:~=After%20buying%20the%20product%2C%20they,about%20the%20product%20with%20others 5. Olsen, R. (2022). The Ecommerce Equation: One of the key patterns we follow for all brands on digital marketplaces is the ecommerce equation: revenue = traffic x conversions x price x availability. As brands zero in on these four pieces of the equation, they can simplify and focus their efforts to reach truly profitable ecommerce growth. Retrieved from https://pattern.com/blog/the-ecommerce-equation-4-levers-ceos-use-to-drive-marketplace-revenue/#:~=One%20of%20the%20key%20patterns,reach%20truly%20profitable%20ecommerce%20growth 6. 文章： a. 不能只靠走捷徑的行銷創新！「直接面對消費者」品牌進化之 ■ https://www.hbrtaiwan.com/article/20690/how-direct-to-consumer-brands-can-continue-to-grow b. 改造「直接面對消費者」商業模式 ■ https://www.hbrtaiwan.com/article/19689/reinventing-the-direct-to-consumer-business-model 7. 圖表資料參考： a. Think with Google. (2020). How people decide what to buy lies in the ‘messy middle’ of the purchase journey. Retrieved from https://www.thinkwithgoogle.com/consumer-insights/consumer-journey/navigating-purchase-behavior-and-decision-making/ b. Think with Google. (2021). Google 2021 智慧消費關鍵報告. Retrieved from https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/2021-%E6%99%BA%E6%85%A7%E6%B6%88%E8%B2%BB%E9%97%9C%E9%8D%B5%E5%A0%B1%E5%91%8A/ c. Think with Google. (2022). Google 2022 智慧消費關鍵報告. Retrieved from https://www.thinkwithgoogle.com/intl/zh-tw/consumer-insights/consumer-trends/2022-%E6%99%BA%E6%85%A7%E6%B6%88%E8%B2%BB%E9%97%9C%E9%8D%B5%E5%A0%B1%E5%91%8A-%E5%85%B1%E5%A5%BD%E5%83%B9%E5%80%BC%E5%BF%83%E5%95%86%E5%8B%99/ d. McClure, D. (2007). Startup Metrics for Pirates. Retrieved from https://500hats.typepad.com/500blogs/2007/09/startup-metrics.html e. Google. (2018). e-Conomy_SEA_2018_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2018_report.pdf f. Google. (2019). e-Conomy_SEA_2019_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2019_report.pdf g. Google. (2020). e-Conomy_SEA_2020_report. Retrieved from https://storage.googleapis.com/gweb-economy-sea.appspot.com/assets/pdf/e-Conomy_SEA_2020_Report.pdf
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932073
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932073
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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