探討服飾自創品牌通路虛實整合之商業模式

Exploring the Business Model of Integrating Online and Offline Channels for Brand Building—An Example of Clothes goods

鄧如芳(Ru-Fang Teng)

指導教授 ： 黃哲盛

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00752

摘要

本研究針對單一個案進行分析，主要探討一個服飾產業的自創品牌如何利用
極少的資源下，設計出以虛實整合為概念的行銷活動，並依據Osterwalder，Pigneur, and Tucci (2005)提出之「商業模式圖（Business Model Canvas）」歸納出其各元素相互間的聯連，分析其商業模式。從個案分析結果來看，從零開始的自創品牌雖然缺乏較多資源和資金的幫助，卻也沒有母公司既有體制及人員管理包袱的限制，能在企業開創的初期就以虛實整合的概念下同時建置實體及虛擬通路，本研究發現，其中的關鍵活動「穿搭實驗室」不僅透過價值主張滿足了顧客需求，同時利用虛擬通路提供的資源作輔助，提昇顧客單筆消費金額以增加實體通路的業績，創造了收益流，在實體通路完成交易後又能留下顧客基本資料及相關喜好，再通過線上的客服咨詢，又可以將顧客導入虛擬通路上消費；而虛擬通路上消費的顧客，也可以預約至實體通路進行穿搭實驗室的行銷活動，這樣的行銷模式則創造了一個雙向式的購買回流，達成自創品牌的虛實整合的商業模式。

關鍵字

商業模式 ； 自創品牌 ； 通路虛實整合 ； 服飾業

並列摘要

This study analyzed for a single case, a clothing industry focuses how to use the own brand with few resources, designed to integrate the concept of the actual situation of marketing activities, according to Osterwalder, proposed "business model diagram (Business Model Canvas)," summed up their mutual linking elements even analyze their business model.
From the case study results, although the lack of own brand from scratch to help more resources and funding, but did not limit the burden of the existing system and personnel management of the parent company, to create a business in the early stages to the actual situation on Integration at the same time build the concept of physical and virtual path, this study found that one of the key activities "outfit laboratory" not only through the value proposition to meet customer needs, while taking advantage of the resources provided for auxiliary virtual path, improve customer consumption amount in single increase the performance of the entity path, creating a revenue stream, but also in the physical path left after the transaction is completed basic customer information and related preferences, and then through the online customer service consulting, customer and can be introduced into the consumer on the virtual path; and the virtual path consumption customers can also make an appointment to carry out offline marketing outfit laboratory activities, such as marketing model is to create a two-way purchase reflux, reached his own brand and the reality of integrated business model。

並列關鍵字

Business Model ； Brand Building ； Integrated ； Channel Of Online and Offline ； Apparel Industry

參考文獻

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