- 學位論文
球鞋再售市場之商業運行模式與分析
Business Operations And Analyses In Sneakers Resell Market
摘要
「球鞋再售市場」近幾年開始被廣泛討論，卻鮮少相關研究。本研究透過質性研究，藉由半結構訪談、類屬分析整理訪談逐字稿、整理次級資料，以建立球鞋再售市場為主題的探索性研究。透過商業模式、引爆點兩個理論為找出因素的基本框架；並透過行動者網絡理論作為過程脈絡的鋪成。 本研究透過了引爆點理論以及行動者網絡理論探討出引爆點中的推銷員、連結者、專家等各式主角產生了球鞋次文化3.0，因為球鞋次文化3.0的產生，並透過少數法（The Law of the Few）則產生了局部流行，再經由球鞋線上網絡「Sneakers Online Network」產生了曝光造成了黏著因子（The Stickness Factor） ，成為了「引爆點」，最後透過「Sneakers Online Network」中的各個行動者角力之過程，導致球鞋再售市場為擴大與新生態的產生；透過建立「球鞋再售市場」的商業模型，釐清了球鞋再售市場與其操作因子，並且發現球鞋再售市場的經營對於品牌商有影響，有助於品牌商的曝光與銷量提升。最後針對球鞋再售市場所產生的配銷正在改變傳統經銷的模式，品牌商逐漸擺脫依賴經銷商等現象，提出了相對應的管理意涵、未來零售模式以及未來經營方向以供相關研究人員參考及後續更深入的研究。
並列摘要
The "sneaker resell market" has been widely discussed in recent years, but few studies have been conducted. The exploratory research on the "sneaker resell market" is established by the method of qualitative research with secondary data, semi-structured interviews, categorization analysis and transcript analysis. The Business Model Theory, the Tipping Point Theory, are the basic framework to find out the factors, and the process is described by the Actor-Network Theory. Through the Tipping Point Theory and the Actor-Network Theory, this study explored the various roles of salesman, connectors, experts and other roles in the tipping point to produce Sneaker Subculture 3.0. With the establishment of Sneakers Subculture 3.0, specific trend was created through the Law of the Few. And with exposures in the "Sneaker Online Network", "the Stickness Factor" became "the Tipping Point". Finally, through the process of wrestling among the various actors in the "Sneakers Online Network", the sneakers resell market was expanded and developed into a new ecology. The establishment of the sneaker resell market's business model clarified the sneaker resell market and its operating factors. The study also found that the resell market had positive influences on brands in terms of brand exposures and sales elevation. Finally, as the tie-in sales created by the sneaker resell market is changing the traditional distribution business model, most brands rely less and less on the distributors. The phenomenon results in the proposal of the consequent management rationale, future retail model and future business direction as references to the relating researchers for further analysis.