美容保養與彩妝商品網拍專業賣家的經營策略

Operation Strategies for Skincare and Cosmetics Products among Online Auction Sellers

金國琳 ； 許明潔 ； 梁朝雲

《國際電腦音樂與音訊技術暨新媒體研討會論文集》 第六屆 (2010/11) Pp. 105-112

https://doi.org/10.30175/IWCAMT.201011.0105

摘要

本研究針對具市場潛力的美容保養與彩妝商品做為探討範疇，以Yahoo！奇摩拍賣之專業賣家為例進行研究，分析網路拍賣現況及買賣家特性。研究團隊應用藍海策略工具，分析個案賣家並歸納出網拍市場之經營策略。本研究發現，美容保養與彩妝商品賣家宜消除存貨壓力，降低主觀經驗、進貨成本、平台費用等因素，提升服務、商品及種類，未來可以結合實體店面，以多角化經營或自創品牌的方式，建立賣場差異化，並時常觀察消費市場，以滿足消費者的需求，才能在競爭激烈的網拍環境中開創藍海商機。

關鍵字

藍海策略 ； 經營策略 ； 網路拍賣

並列摘要

This study is aimed at exploring the reality of online auction marketing of skincare and cosmetics products and the characteristics of sellers/buyers on Yahoo!. On the basis of Blue Ocean Strategy, this study analyzed the operation strategies among the online auction sellers. The findings of this study indlude that the online auction sellers of skincare and cosmetics products, on the one hand, should eliminate their inventory stock pressure, and should reduce their objective experience, purchase cost, and platform cost. On the other hand, the sellers should enhance their services and products responsively. In the future, it is to be expected to see that more sellers would combine online auctions with brick and mortar stores, leading to further market diversification and self-created brands. Such establishment of store differentiation could help create prodigious ”Blue This study is aimed at exploring the reality of online auction marketing of skincare and cosmetics products and the characteristics of sellers/buyers on Yahoo!. On the basis of Blue Ocean Strategy, this study analyzed the operation strategies among the online auction sellers. The findings of this study indlude that the online auction sellers of skincare and cosmetics products, on the one hand, should eliminate their inventory stock pressure, and should reduce their objective experience, purchase cost, and platform cost. On the other hand, the sellers should enhance their services and products responsively. In the future, it is to be expected to see that more sellers would combine online auctions with brick and mortar stores, leading to further market diversification and self-created brands. Such establishment of store differentiation could help create prodigious ”Blue Ocean” opportunities in the highly competitive world of online auction markets.

並列關鍵字

Blue ocean strategy ； Business strategy ； Online auction