- 期刊
- Ahead-of-Print
【論文摘要】原味錄－微型巷弄店數位化轉型
【論文摘要】Yuan Wei Lu-Micro Alley-Shop Digital Transformation
摘要
原味錄以提供冰品甜點為主之微型店，原開在馬路邊，受店租大幅調漲轉為巷弄店。爾後因商圈人潮銳減與疫情衝擊，店營收大幅下跌。張任河店長為求生存，需提高曝光度及縮短淡旺季營收差距，卻因資金與數位技能不足，先從產品、客群與通路下功夫，搭配行銷來強化淡季營收。再借助商圈與政府的協助進行數位化轉型，在顧客購買前、時與後的每階段，選用適當地傳統和數位行銷策略與方法，讓消費者認識原味錄、有興趣想要買、提供便利與多種銷售管道，並克服外送平台高抽成困境，協助顧客完成點（用）餐、最後成為忠誠顧客，讓原味錄活下來。本文運用行銷漏斗與成本－數量－利潤分析，協助微型店該續留馬路邊或遷移巷弄內的決策分析，以及後續生存之道。
並列摘要
Yuan Wei Lu, which mainly serves shaved ice and traditional desserts, is a micro-store. It was originally located along big roads but moved into an alley due to increasing rent. Its revenue fell sharply because of the decline in customers in the business district and the impact of the COVID-19 pandemic. The entrepreneur, Jenho Chang, decided to increase Yuan Wei Lu's exposure to the brand and mitigate the impact of peak and off-peak seasons on revenue to survive. However, the lack of financial resources and digital capabilities forced Yuan Wei Lu to align products, customers, and sales channels with marketing strategies to boost revenue during the off-peak period. Then, the entrepreneur sought assistance from the local business district association and government subsidy programs and matched the assistance and marketing tactics to the customer's stage in the marketing funnel. Appropriate traditional and digital marketing strategies were implemented to get customers' attention, attract interest, create desire, take an action, and become loyal customers. Besides, he must overcome the dilemma of high commissions on food delivery platforms. This article uses marketing funnel and cost-volume-profit analysis to help a micro-store decide its location- along big roads or inside alleys. The strategies for survival in the future for a micro-store are also discussed.