以商業模式與價值主張法研究sloggi zerofeel產品關鍵成功因素

隨著近年來實體零售業績逐漸下滑,台灣的百貨零售業,在2017年整年營運績效倒退至2008年金融海嘯時期,前三大百貨集團對比去年績效皆為衰退,其中又以男女裝的衰退幅度最大,內衣產業也在其中;在市場一片不景氣之時,個案公司sloggi一路成長,百貨公開資料也顯示,全省sloggi百貨櫃點,自2017年下半年周年慶到2019年底,不間斷地維持平均兩位數的成長動能。本研究主要探究個案公司sloggi產品零感系列在短期間如何取得女性消費者的注意,並使用個案研究法與多重方法收集資料,整理出商業模式圖,透過半結構式訪談,收集使用者對內衣選擇的經驗分享,最後再依 Alex Osterwalder在《價值主張年代》中提出的「價值主張圖」,繪製使用者的「顧客素描」,並與個案公司的「價值地圖」做適配。得出結論sloggi因「提高傳統櫃姐的服務品質」、「提供一個真正解決顧客痛點的產品」加上「有別於傳統模式的新創社群行銷」來打造出一個以消費者為中心，讓線上與門市融合，透過門市加上電子商務全通路經營會員的環境。此外,本研究也針對適配未成功的結果提出建議,最後再針對訪談內容發現的消費者洞見,提出未來產品建議。

關鍵字

實體百貨通路；線上購物； sloggi零感系列；商業模式；價值適配

並列摘要

With the decline in global physical store performance these years, Deptment Stores in Taiwan shows negative growth rate in 2017 equally to economic crisis in 2008. According to Top 3 Dept. Store’s, the worth performance categories are men’s wear and ladies wear which included ladies’ lingerie. Although retail market is so difficult in 2017, there is one lingerie brand who perform double digit growth momentum consistantly from 2nd half of 2017 to 2019 year-end. The purpose of this thesis is to explore why sloggi zerofeel become so popular in such short period of time. The study briefly introduces product, features and strategy of the company and then used “business model canvas” (Osterwalder,2010) to visualize the profit model. Meanwhile, to understand user’s thought and see if the product provided could meet shopper’s needs, following we use “value proposition canvas” (Osterwalder,2015) to construct shoppers’ profile and fit it with the company. From above analysis, we proposed there are three reasons to explain why sloggi Zerofeel become so popular- firstly, we raise up service standard to meets the criteria of customers’ shopping experience, and then zerofeel is truly a customers’ pain reliever. Finally, creative social media strategy helps to sustain online plus offline performance. At the end of thesis, we also provide some suggestion to improve product design in the future.