- 學位論文
臺灣直效行銷成功關鍵因素之探討-以宅急便為例
The Key Factors to Success of Direct Marketing in Taiwan- an Example as Home Delivery
摘要
隨著現代人生活形態的改變、生活水準的提昇及人口即將邁入高齡化，再加上電子商務的蓬勃發展，消費者期望購物後有更輕鬆、簡便的配送方式，將所訂購的商品送到指定的地點，因而衍生出個人化配送的商機。而「宅配」所強調的正是全天候、小件商品、專業化的配送服務，因此電子商務業者欲與宅配業者結合，採行結盟的方式進行商品的配送。為因應消費者對此種個人化配送的需求，許多快遞、貨運業者看好此一市場紛紛加入宅配的服務。 本研究首先簡介宅急便的結構與緣起，更以統一宅急便為個案分析，藉由電子商務與物流的發展來看宅急便在未來發展情形；從同業間的競爭、宅急便的可代替性，並以環境分析理論-SWOT分析來探討宅配業的概況，同時，期望藉由關鍵成功之因素探討，提出結論與建議，讓投入宅配業的業者、及學者做為參考。 關鍵詞：宅急便、大和運輸、電子商務、SWOT分析
並列摘要
With the change of modern life styles, improvement of living standards and the imminent migration of the population to the ageing population, coupled with the booming development of e-commerce, consumers expect more convenient and convenient delivery methods after shopping, sending the ordered products. To the designated location, which leads to the opportunity of personalized delivery. The“Home Delivery” emphasizes all-weather, small-item, and specialized distribution services. Therefore, e-commerce companies want to combine with the delivery industry and adopt an alliance to distribute goods. In response to consumer demand for personalized delivery, many express delivery and cargo operators are optimistic that market has joined the delivery service. This study begins with a brief introduction of the structure and origin of jaundiced urgency, and analyzes the case with uniform occupant urgency. Through the development of e-commerce and logistics, occupant rush will be the future development situation; from the competition among peers, the substitutability of occupant urgency, and environmental analysis. The theory-SWOT analysis explores the general situation of the home furnishing industry. At the same time, it is hoped that through the discussion of key success factors, the conclusions and recommendations will be put forward, so that the operators and scholars who are involved in the delivery industry will be taken as a reference. Keywords: Home delivery, Yamato transportation, E-commerce, SWOT analysis.