零售店導入行動科技對營運績效之影響

本論文研究宗旨在於分析與檢討台灣女性內衣產業，在經濟景氣不佳、群眾購買力下滑及飽和成熟的市場中，如何改變直營門市的經營模式以轉虧為盈。資料分析後所得出的結論與建議如下: 1.為順應科技產品進步的趨勢，必須在直營門市導入行動科技技術，結合消費者習慣在網路上搜尋資訊的習性，善用現今行動裝置高普及率，適時推播有效的行銷資訊給目標族群，達到行銷4P的最佳效果。 2.旗下雙品牌結合，開設新一代雙品牌門市，增加產品線延伸，在原有只販售皮爾卡登品牌女性內衣產品的門市，增加PLAYBOY品牌之女性內衣、女性運動內衣、男性內衣產品等，來滿足更多消費者的需求。 3.導入行動科技APP，善用APP的功能，例如:LBS功能，在800公尺內能主動推播門市資訊、門市優惠、商品內容到會員的行動裝置，並結合GOOGLE MAP 的導航到門市、會員管理功能等，最重要的是利用數據分析功能產出營運趨勢報表，包括營運、會員、活動和服務的各月份趨勢，進一步分析商店的營運狀態，以掌握關鍵銷售點，來增加線上線下的營收。

關鍵字

行動科技；品牌忠誠度；女性內衣；虛實整合

並列摘要

F group who has been operating Taiwanese men`s underwear market with multi-brand strategy and an agent of international brands for 50 years is thinking about changing operating strategies to include other business. In addition to sales through indirect channels that have been running for many years, such as hypermarket, boutique chain stores, and PX Mart, F group considers to establish direct sales channels to increase market share and revenue. The two brands of Wacoal, Triumph are market pioneers that lead the Taiwan women's underwear for a long time; their market share is more than 45%. The competition in the market is very intense. The purpose of this paper is to analyze and review Taiwan's women's underwear industry and provide suggestions of running direct sales channels. The conclusions and recommendations after data analysis are as follows: 1. Start using mobile technology in the direct sales store, 2. Make good use of APP functions, such as LBS, 3. Use the function of data analysis to generate an operational trend report.