零售業變革之O2O整合研究：以內裝工程銷售模式為例

O2O (線上到線下以及線下到線上，Online to Offline & Offline to Online)銷售模式近年成為各領域零售業的重要趨勢。在網路和行動科技日益發達的時代，零售產業已經無法像過去僅透過實體店面進行面對面的銷售，而必須要藉由網路加速產品資訊的推動和銷售的效率。不過，即便網路技術越來越發達，且周邊一些其他科技的發展也越來越成熟，實體的產品體驗仍在銷售過程中是一個無法取代的環節，因此零售業者也無法單靠網路商店來行銷和銷售產品，而是必須要有實體體驗的管道。為了研究O2O模式在台灣居家裝潢產業的應用，本文挑選三家著名居家裝潢公司作為研究對象。其中兩間為實體踏入虛擬通路，一家為虛擬踏入實體通路。以上研究結果顯示產品體驗和方便訂購為消費者的兩大訴求，O2O已是居家裝潢零售業未來市場無可取代的策略，且O2O已經超越單純實體店結合網路店的定義，延伸至AR、VR、QR Code等新興技術的應用。而在未來，居家裝潢業者必須積極思考公司品牌的定位和進行成本價格的控管，才能因應未來O2O零售市場所帶來的挑戰。

關鍵字

室內裝潢； O2O ；電子商務；零售；建造產業

並列摘要

In recent years, the O2O (Online to Offline & Offline to Online) business model has become an important trend for retailers in all industries. In an era where internet and mobile technologies are advancing rapidly, retailers can no longer rely on face-face-to-face sales through physical stores, but must have an internet presence to speed promotion of product information and sales efficiency. However, even though internet technologies and other relevant technologies are advancing and maturing quickly, there is still nothing that can take the place of physical product experiences. Therefore, it is also impossible for rely solely on an e-commerce site to market and sell their products without a physical channel. In order to explore how O2O business models are being applied to Taiwanese interior design retailers, this study selected three well-known retailers as case studies; of these, two companies had started out with offline channels and were starting to build online channels, while one company started out as an online channel and was starting to build offline channels. The results of our study showed that product experience and convenient purchasing were the two most important factors for consumers, making O2O and essential strategy for the market. Furthermore, the definition of O2O has evolved, and is no longer limited to integration of online and offline stores, but has been expanded to include emerging technologies such as AR, VR, and QR codes. In the future, interior design retailers should consider their brand positioning and cost and pricing control to meet the challenges brought about by the O2O retail market.