- 學位論文
體驗式行銷對零售業轉型升級之研究-以3C零售業T公司為例
Research on the transformation and upgrading of retail industry by experiential marketing- Take T Company in 3C retail industry as an example
摘要
隨著電子商務的興起，全球的零售業都有『數位轉型』的趨勢。其中具備實體通路的零售業者，透過實體門市以體驗行銷的方式進行轉型升級，包括門市的空間設計、門市人員的服務方式，進而創造出更佳的體驗價值。 本研究以個案T公司為例，採質性研究方式，透過『半結構訪談法』與筆者的實地觀察，進行資料收集與分析。目的為探討體驗式行銷與3C零售業的轉型升級之關係，希望藉由此個案發掘出關鍵因素，日後能作為學術貢獻或其他相關業者轉型升級之參考。 研究結果發現，3C零售業的體驗行銷方式，可透過以下幾個方向實現與精進：一、門市的空間設計。二、門市服務人員的訓練。三、活用虛實整合。以上方式可實現零售業轉型升級、並創造體驗價值。
並列摘要
With the rise of e-commerce, the global retail industry has a trend of "digital transformation". Among them, retailers with physical channels will transform and upgrade through physical stores through experiential marketing, including the space design of stores and the service methods of store personnel, thereby creating better experience value. This study takes the case T company as an example, adopts a qualitative research method, and conducts data collection and analysis through the "semi-structured interview method" and the author's field observation. The purpose is to explore the relationship between experiential marketing and the transformation and upgrading of the 3C retail industry, hoping to discover the key factors through this case, which can be used as a reference for academic contributions or the transformation and upgrading of other related businesses in the future. The results of the study found that the experiential marketing methods of the 3C retail industry can be realized and refined through the following directions: 1. The space design of the store. 2. Training of store service personnel. 3. Use Online to offline integration. The above methods can realize the transformation and upgrading of the retail industry and create experience value.
參考文獻
延伸閱讀
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