專櫃保養品的價值創造分析與商業模式創新—以X品牌為例

The Value Creation Analysis and Business Model Innovation of Skin Care Product X

劉昱君(Yu-Chun Liu)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201700859

摘要

X牌目前面臨的困境為—X牌僅儲存會員資料，卻尚未運用會員資料散播行銷訊息及推薦行銷活動。因會員資料尚未整合至每一個不同的專櫃及X牌總部，故難以追蹤消費者使用前後的差異及顧客的滿意度，也無法進一步的分析每個消費者的樣貌。

本研究提出X品牌能運用既有龐大會員資料和肌膚測量數據，結合雲端、大數據資料庫，創造新的商業模式，建立生生不息的Value Creation Cycle循環。

再者，本論文更藉由實地問卷發放，統計專櫃保養品X品牌在每個年齡層消費者填寫問卷的客層占比及購買率找出可以改進的機會點，提出可行的解決方案。

最後，針對不同族群的消費者進一步的建立線上與線下的活動，產生正向之Value Creation Cycle，在X品牌系統架構中，各個環節的運行環環相扣，使整個商業運作循環能夠互相帶動，又重新反映在下一輪的市場行銷上，在價值創造循環的迴圈當中，每一個鏈結都能夠透過不同的商業獲利模式找到鏈結中的X牌的核心優勢。

關鍵字

大數據 ； 雲端 ； 資料庫 ； 商業模式創新 ； VCC

並列摘要

X Brand is currently facing the difficulties that X Brand only saves customers' data but not utilizes customers' data to spread marketing information and recommend related promotion. The customers' data is not integrated to every different X brand counter and the headquarter. Thus, it is difficult to track the customers' satisfactions rate before and after using the product and it is unable to analyze every customer's profile.

This research propose that X brand should utilize the data base of current customers' data and consumers' skin condition data. In addition, X brand should add the cloud and big data base to create new business model which will always generate value creation cycle

Additionally, I distributed the questionnaire to analyze different age segment who goes to X brand counter and to discover the opportunities to be improved by providing solid solutions.

To increase different segments of customers to X brand, we provide different online to offline events to generate positive value creation cycle. In X brand’s business model, each point is strongly tightened to enhance the power to the other point and to create core competency.

並列關鍵字

Big Data ； Cloud ； data base ； business model innovation ； VCC

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