成長駭客的煉金術－良興電子的虛實整合

由於網路購物環境日趨完善與成熟，無論在銷售介面、商品品質、安全金流及快速到貨等服務不斷強化，已嚴重威脅到實體通路業者的經營。因應電子商務的快速發展，良興電子自2005年起便投入網路購物，數位浪潮促使其對於消費者需求、存貨控管、數據管理、跨通路的行銷操作模式等重新思考，並於其中尋求創新的契機。良興電子從實體經營跨足虛實整合的轉型過程中，一路上都在面對決策者的兩難與挑戰。但在總經理整合線上與線下的資源後，透過跨通路經營提升服務與體驗，以精準的數據分析、低廉的成本、可控的風險來達成虛實通路客戶的成長、會員活躍度的提升、與整體營業額成長等營運目標，成為3C產品實體零售企業經營轉型的典範。

關鍵字

跨通路經營；成長策略；虛實整合；顧客關係管理；電子商務；零售業管理

並列摘要

The continual enhancement of sales interfaces, product quality, safe payment options, express delivery, and other related services resulting from increasingly sophisticated and mature online shopping environments is seriously threatening the operation of brick-and-mortar channels. In anticipation of this rapid growth in e-commerce, Liang Shing Electronics established its online shopping operation in 2005. The digital tide encouraged Liang Shing Electronics to reevaluate and identify new opportunities based on customer needs, inventory management, data management, and cross channel sales strategies. The transformation of Liang Shing Electronics from a brick and mortar operation to one with both online and offline sales channel operations was challenging for company decision makers. However, after integrating online and offline resources under the leadership of the general manager, cross-channel operations enhanced service and customer experience. Accurate data analysis, in addition to low cost and risk management strategies, was applied, which enabled the achievement of operational targets, customer growth in both online and offline sales channels, and increased member activity and overall sales growth. This resulted in the company becoming a role model for consumer electronics retailers that are seeking to transform themselves.

並列關鍵字

Cross-Channel Operation ； Growth Strategy ； Online and Offline Channel Integration ； Customer Relationship Management ； E-Commerce ； Retail Management