線上化妝品之GVD創新經營模式

因為網路的普及及方便性，網路交易或是資訊搜尋的重要性正不斷的提昇，甚至超越過傳統商店。其中以女性消費者網路購物成長速度最驚人。因此，本研究聚焦於網路上的化妝品公司創新經營模式。整個模式架構於網路虛擬商店、實體商店及直銷三種銷售平台之上。透過這三種平台的結合，擷取各種平台的優點，包含網路的便利、無時間及資料量的限制，以及實體商店展示及體驗商品之環境，以及直銷提供一對一的專人銷售方式。以網路平台為主，實體及直銷方式為輔，提供使用者多元的選擇方式。整個平台以知識分享為基礎，提供使用者心得分享，達人、廠商、專家及醫生之知識傳授，並搭配互動式的i-magazine呈現於網路平台。並於網路平台透過團購的方式，提供消費者低價之商品。團購進行方式為網站之產品經理設計團購之商品內容及階梯式價格區段，使用者可自行決定購買之價格及數量，當目標數量到達時，以此價格或高於此價格為目標價的使用者，即可成交。此概念仿照買進股票之成交模式進行，也就是只有小於或等於使用者的目標價時，才會成交。透過這種方式凝聚消費者力量，以提高與供應商議價的能力。有鑒於21世紀為一資訊爆炸之年代，並且化妝品為一因人而異的商品，因此提供個人化商品推薦以減少使用者的搜尋成本。使用者透過這些推薦商品，可快速連結至其相關資訊及知識學習平台，甚至參予此商品的團購活動。所謂的個人化商品推薦，顧名思義就是每個使用者會有不同的推薦商品，此推薦將依據使用者於網路上的使用習性、消費習慣、以及化妝品的相關統計或問卷資料，透過資料採礦技術得到每個人獨特的推薦商品清單。同樣的，這份推薦商品亦為供應商了解市場需求的重要來源。透過這個平台，針對消費者真正的需求提供服務，一方面將對消費者有所貢獻，同時，將能夠迅速提昇公司的利潤。

關鍵字

化妝品；團購；個人化商品推薦；資料分享；資料採礦

並列摘要

Because of the growth in Internet business and female consumers, we planed to start out business on the Internet with focusing on female consumer. That’s why we decided to run an online cosmetic business. We provided multiple choices with the combination of virtual store, physical store, and direct sale to the consumer. Retrieve the advantages of each distribution channel, including the convenient and popularity of the Internet, experiencing the product through the physical store, and the one-to-one service of direct sale. The model was based on the knowledge sharing which were provided by the consumer, expert, opinion leader, supplier, and the doctor. We extracted the information and knowledge to become the i-magazine with interactive layout. Furthermore, we created the group volume discount (GVD) to attract the users to increase the total expenditure of the cosmetics, thereby we can have the bigger bargaining power when negotiated the prices with the suppliers. The product designer chose the products and decided the price levels for GVD. Consumer decided the purchase quantity for specific price level. When the quantity of the specific price level was met, the consumer who applied for that price level or the higher one can complete the transaction with the price. Searching for and making decisions about information is becoming increasingly difficult as the amount of information and number of choices increases. Recommendation system can help users find items of interest, especially for the cosmetics that is highly different from person to person. Therefore, we recorded the user’s shopping pattern, online behavior, and the preference, and extracted the user profile with the data mining technology. After matching the user profile and the product profile, we provided the personal recommendation which was unique for each user to access to the GVD and information of the products that meet their needs. On the other hand, this recommendation was also an important data for the suppliers to understand the needs and wants of the consumer. Through this model, we can attract more users to buy the product with lower price and increase our revenue.

並列關鍵字

Cosmetics ； information sharing ； group volume discount ； personal recommendation ； data mining

參考文獻

24. 交友網站社群經營模式之研究，紀姿吟，中原大學資訊管理研究所碩士論文，2004。

27. 保養品消費者購買行為之研究，王昭正，國立台灣大學國際企業學研究所碩士論文，2005。

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線上化妝品之GVD創新經營模式

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