零售業的發展一直受到數位科技進步的影響，而有不同變化。起先因為網際網路的出現，使得部分店家得以藉由電子商務在網路上販售商品；實體店也開始藉由電子商務，提供消費者新的服務與體驗，於是虛實整合模式開始興起。近年來，除了網路普及外，智慧型手機使用率提升也帶動了新的零售模式—全通路零售。為了使消費者在不同通路之間，能夠有更好的消費體驗，零售業者開始以消費者為中心，企圖在任何消費者經常使用的媒體上，佈建通路。
現在比較成功的網路美妝零售業者，早期大多都是以平行輸入商品並且在拍賣網站販售起家。在2006年代前後美妝保養網路購物商店因競爭過於激烈，許多經營不善的店家紛紛退出網路市場，留在市場上的業者開始由虛擬世界跨足實體市場，開設實體店鋪。
本研究以虛實整合與全通路策略兩議題為主，探討網路起家的美妝通路—小三美日之經營作法。小三美日2006年成立於拍賣網站，2009年轉型為以採購小品牌但具流行性的獨特商品為主，2012年開設實體店鋪正式進入虛實整合模式，對於未來的規劃則希望持續邁向全通路零售的模式。
為了進入虛實整合模式，小三美日導入ERP系統，在開設實體店後可與虛擬商店更緊密的聯結在一起，同時也運用數據分析降低庫存積壓，也積極經營與消費者的關係，建立其對於品牌的信任與忠誠。而這些作法，不管是在市場面、成本面或是品牌行銷面，都獲得了正向的結果。針對全通路策略，本研究藉由學者的模型判斷，小三美日已初步符合產業觀點與消費者觀點中的全通路零售，而在其作法上，將統整出現階段已能符合全通路策略需求的項目與未來待改進的方向。 / The development of retailing industry has been influenced by the technology. As Internet came out, some of the retailer can start selling goods online, and so do the physic stores. The physic stores use digital ways, such as e-commerce, to provide their customer new services and shopping experiences. Nowadays, the extension of the use of smartphones force retailer to be more and more consumer oriented, they try to let consumers shop at any channel become possible, which called Omni-channel retailing.
Around 2006, a lot of online Beauty Care retailers left the market because of fierce competition. Some players, who started their business on auction website and sold parallel import goods, stayed in the market and implemented Online-to-offline (or clicks-and-mortar) strategy. They built physic stores.
This thesis will be aimed at clicks-and-mortar model and Omni-channel strategy, and choose “S3 (小三美日)” as the research target. “S3” was established on auction website in 2006, started clicks-and-mortar model since 2012, and plan to become Omni-channel retailer in the nearly future.
To implement clicks-and-mortar model, S3 implement ERP system, analyze data and manage the relationships with customers, etc. All these practices have positive results in three aspect, market size, cost benefits and brand image. S3, who plans to become an Omni-channel retailer, has made a lot of efforts to implement Omni-channel strategy. Therefore, this thesis will examine the practices according to Omni-channel strategy model and give advices for improvement.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104363042 |
| Creators | 杜姿穎, Tu, Tzu Ying |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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