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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/157796

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157796

Title:	台灣全方位銷售商業計劃 Business Plan for Omni-Channel Sales in Taiwan
Authors:	郭永輝 Kwok, Wing Fai Daniel
Contributors:	何富年 Ho, Fu Nin 郭永輝 Kwok, Wing Fai Daniel
Keywords:	全方位銷售電子商務業務轉型台灣快銷品 Omni-channel E-Commerce Business transformation Taiwan FMCG
Date:	2025
Issue Date:	2025-07-01 14:58:37 (UTC+8)
Abstract:	Alpha 是一家資訊系統開發公司，自 2014 年起在台灣開始為快速消費品（FMCG）品牌提供電子商務（EC）系統解決方案。隨著近年來數位行銷成本的上升，市場競爭日益激烈，FMCG 品牌要提升銷售變得更加困難，也間接影響了 Alpha 的收入表現。同時，市場上也出現了其他競爭系統，進一步加劇競爭壓力。Alpha 面臨著如何穩定收入以支應固定成本、並產生營運利潤的挑戰。雖然 Alpha 已經開始向下整合，提供第三方物流與出貨服務，但目前在台灣市場的服務仍主要侷限於後端支援。本商業計畫書說明了 Alpha 將如何進一步拓展垂直整合，在台灣市場透過多元的線上與線下通路銷售 FMCG 產品。內容包含 Alpha 投入該領域的背景、定位與策略、執行計畫以及財務規劃。 Alpha is an IT system development company that started providing E-commerce (EC) system solutions to fast-moving consumer goods (FMCG) brands from 2014 in Taiwan. The market has been getting more and more competitive in recent years due to the increase in digital marketing costs. This makes it difficult for FMCG brands to increase their sales and thus affect Alpha’s revenue as well. Competition also increases as other systems emerged. Alpha faces challenges in maintaining a sustainable revenue to cover its fixed cost to generate operating profit. Although Alpha has started expanding its vertical integration to provide third-party logistics and fulfillment services, it has been limited to back-office services in the Taiwan market. This business plan outlines Alpha’s plan to further expand its vertical integration by selling FMCG products through multiple channels, both online and offline, in the Taiwan market. It includes the background why Alpha wants to explore this area, its positioning and strategy, execution and the financial plan.
Reference:	HULKapps. (2024). https://www.hulkapps.com/zh-hant/blogs/dian-zi-shang-wu-zhong-xin-1/ying-dui-feng-qi-yun-yong-2024nian-sou-xun-guang-gao-cheng-ben-he-zhuan-hua-lu-de-bian-hua IMF. (2025). https://www.imf.org/external/datamapper/PPPPC@WEO/THA/IDN/PHL/VNM/KHM/LAO/MMR Ministry of Economic Affairs, R.O.C. (2024). https://www.moea.gov.tw/Mns/dos_e/bulletin/Bulletin_En.aspx?kind=15&html=1&menu_id=6745&bull_id=16021 Statista. (2024). https://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/taiwan Statista. (2024). https://www.statista.com/outlook/hmo/otc-pharmaceuticals/vitamins-minerals/taiwan Trading Economics. (2025). https://tradingeconomics.com/taiwan/consumer-spending TVBS. (2023). https://news.tvbs.com.tw/english/2168621
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 110933005
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110933005
Data Type:	thesis
Appears in Collections:	[國際經營管理英語碩士學程IMBA] 學位論文

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