- 學位論文
日本的D2C商業發展模式研究—以生活相關產業為中心的案例分析—
A Study on D2C Business Development Mode in Japan: Focusing on Case Studies in the Daily Necessities Industry 日本におけるD2Cのビジネス展開とパターンについて―生活関連産業の事例研究を中心に―
摘要
近年來，隨著網路購物的普及和消費者行為的變化，以企業直接面向消費者為核心的D2C（Direct to Consumer）商業模式愈發受到矚目。隨著該商業模式的推進，各企業也在努力探索如何提供新價值並建立競爭優勢。本研究旨在闡明日本生活相關產業中D2C商業模式的採用狀況及其模式。 首先，透過文獻和資料分析，我們掌握了日本D2C商業模式的現狀和趨勢。接著，以化妝品、服裝、文具、食品等生活相關產業的品牌為對象，從行銷4.0與5.0、顧客體驗、顧客關係管理（CRM）、品牌戰略四個面向進行案例研究。研究結果歸納出三種D2C商業模式，分別為「數據驅動型個人化模式」、「顧客共創型社群模式」、「價值觀共享型永續模式」，以及基於綜合商社特性所衍生的副次型模式，稱為「綜合商社資源活用型 D2C 模式」。 同時，為了檢驗在台灣市場的適用性，我們針對台灣消費者進行了問卷調查。結果顯示，台灣消費者對D2C商業模式抱持高度的關注與接受度，並重視價格競爭力、品牌可信度、個人化服務以及品牌價值觀等要素。透過這些分析，我們釐清了日本企業採用 D2C 商業模式的背景與成功要素，並說明企業如何運用此模式打造競爭優勢，為有意採取此模式的台灣企業提供了重要的借鑑與啟示。
並列摘要
In recent years, with the widespread adoption of online shopping and shifts in consumer behavior, the Direct-to-Consumer (D2C) business model—where companies engage directly with consumers—has garnered significant attention. As this business model continues to evolve, companies are seeking to deliver new value and establish competitive advantages. This study aims to elucidate the adoption status and modes of the D2C business model within Japan’s daily necessities industries. Firstly, through literature and data analysis, we grasped the current state and trends of the D2C business model in Japan. Subsequently, we conducted case studies on selected brands in key daily necessities industry sectors, including cosmetics, apparel, stationery, and food. These brands were then analyzed from four perspectives: Marketing 4.0 and 5.0, customer experience, customer relationship management (CRM), and brand strategy. Our findings identified three modes of the D2C model: the “Data-Driven Personalization mode,” the “Customer Co-Creation Community mode,” and the “Value-Sharing Sustainability mode.” Additionally, we revealed a subsidiary mode which is based on the special characteristics of general trading companies, termed the “General Trading Company Resource Utilization D2C mode.” Furthermore, to determine the model’s applicability to the Taiwanese market, we conducted a questionnaire survey targeting Taiwanese consumers. The results indicated a high level of interest and acceptance of the D2C business model, with respondents prioritizing factors such as price competitiveness, brand credibility, personalized services, and brand values. Through these analyses, we clarified the contextual factors and success strategies driving the adoption of the D2C business model in Japan. Moreover, we demonstrated how companies leverage this model to build competitive advantages, offering valuable insights for Taiwanese businesses seeking to adopt similar strategies.