全通路內涵、效益與發展策略之個案研究 — AISAS模型與美妝品牌的應用

零售4.0—全通路（Omni-Channel Retailing）模式係以消費者為中心，強調虛實整合的多元通路，打造突破時空限制的全方位購物場域，提供更一致而無縫的體驗服務，顧客旅程（Customer Journey）成為品牌營運的關注焦點。本研究採取個案研究方式，從品牌廠商的角度，先以AISAS顧客行為模型釐清全通路發展之內涵與效益，再透過指標型差異個案（國際美妝集團品牌與台灣電商原生新興品牌）之深入探討，以產業發展分析與專家深度訪談掌握全通路發展脈絡與策略，並進行個案比較以歸結成功關鍵因素。不同於過去文獻多以零售商觀點探討全通路之發展，本論文側重探討品牌商面對虛實通路不同特性之管理挑戰，如何掌握顧客購買行為之改變以及數位行銷之影響效益，完成相關布局與調整，以發揮綜效與減緩衝擊成為重要課題。期望此研究能協助更多企業有效整合線上和線下的資源配置，發展組織相關能力，順利發展全通路模式與進行數位轉型，建立以顧客價值為核心之競爭優勢。研究發現，AISAS模型驗證全通路可擴大對顧客行為之影響效益，虛擬通路成為行銷溝通之關鍵場域，輔以數位行銷與會員經營所累積之消費者數位足跡資訊，可提升顧客樣貌之掌握與創造行銷自動化與客製化之彈性與效益。搜尋主體化、行動數據化與分享價值化等三階段質變，將帶給廠商更多機會與消費者精準溝通，可以運用更多的接觸點吸引更多新客、更個性化的內容創造更佳體驗、更深入的會員經營提升忠誠度。而廠商發展全通路之關鍵成功因素則包含內外資源整合、轉以顧客為中心之數據決策力以及持續調整與創新等組織能力。

關鍵字

AISAS模型；全通路策略；美妝產業；數位行銷

並列摘要

Transforming to customer-centric, Retailing 4.0, i.e., omni-channel retailing creates seamless shopping experience with the integration of online and offline paths and drives the customer journey as the main focus. Taking qualitative, case-based approach, we attempt to analyze the content, development and benefits of omni-channel and conclude the key success factors from the perspective of brand manufacturers. The purpose of our research is to help more manufacturers smoothly and successfully implement the omni-channel and digital transformation to build up customer-oriented advantages. Our research begins with analysis based on the AISAS model to clarify the connotation and benefits of Omni-channel development. We then analyze two comparable beauty cosmetics brands, one is from an international beauty group and the other one is an original brand from Taiwan eCommerce, with the industy analysis and in-depth professionsl interview to explore the development path and strategy. The adjustments on resources allocation and capability building for the changes in customer purchasing behavior, channel management and digital marketing are critical tasks for brands. As a result, the AISAS model validates that the omni-channel can intensify the impact on customer behavior. The digital footprint information from online channel, digital marketing and membership management can enhance the customer intelligence and improve the flexibility and benefits of marketing communication. The qualitative changes in three stages - search, action, and share help brands communicate effectively with consumers. Brands can leverage more touch points to attract more new customers, more personalized content to create better experience, and touched membership to enhance loyalty. We also conclude several key success factors to develop omni-channel, which include the integration of internal and external resources, customer-centric data-driven decision-making capabilities, plus continuous adjustment and innovation. Implications and suggestions of these findings are also discussed.