服飾業實體通路經營策略分析

虛擬通路不斷的拓展與進步，但多數消費者卻認為在虛擬通路消費沒有安全感。當對商品未具有足夠的知識，消費者希望透過實際接觸產品及相關知識諮詢，形成產品購買意願，實體通路可提供此方面的協助。本研究以個案分析方法將行銷操作策略導入自營實體通路，探討實體通路行銷、經營的關鍵因素，研究消費者的購買動機及如何提升顧客滿意度，增加顧客再購買意願。將透過學術理論分析導入實體通路，提供經營之建議。實體通路提供空間環境、氛圍的營造及可用資源整合，幫助消費者更直接能與商品之間產生溝通及互動，進而精確的瞭解消費者當下購買過程的感受及商品觀念。以上實體通路的優勢使業者能立即精確的為每位顧客量身打造適合的商品需求，發展更貼近消費者需求及服務；此對顧客忠誠度有顯著的正面影響。實體通路從以往提供多品項商品來吸引消費者的購買，發展到主動貼近消費者的需求及服務。業者提供消費者舒適的空間環境，並透過可用資源的整合，替消費者量身打造適合自己的商品；透過面對面的服務讓消費者得到滿足，進而發現顧客的潛在需求，提高顧客的滿意度維繫再購買的意願。綜合研究結果，顧客對實體通路的信任及連接產生高的附加價值，是目前網路疏離感不易達到的。關鍵字：實體店面.4P&4C行銷策略、顧客滿意度、再購買意願

關鍵字

實體店面； 4P&4C行銷策略；顧客滿意度；再購買意願

並列摘要

While virtual channels develop and progress incessantly, most consumers feel insecure with these channels. Not possessing enough knowledge about the products, consumers hope to see and consult about the real things before they decide to purchase the products, and physical channels can help them in this regard. This study employs the case analysis method and applies the marketing strategy to the self-employed physical channels to inquire the key factors of the successful marketing and operation of physical channels, study consumers’ purchase motivation and how to advance customer satisfaction, and enhance consumers’ intention to purchase repeatedly. Through the application of theoretical analyses to physical channels, we will offer some advices in terms of business operation. Physical channels provide the space, the atmosphere and the integration of usable recourses, which improves on the communication and interaction between the consumers and the products, understands precisely the consumers’ feelings about the purchases and their ideas about the products. All these advantages of physical channels enable the businesses to provide products and services that cater to every customer’s needs, having palpably positive impact on customer loyalty. Physical channels have transformed from appealing to consumers through their multiple items to approaching consumers’ needs and services. The businesses provide consumers with comfortable spaces, cater to their specific needs through integrating usable resources, achieve consumer satisfaction through in-person service, discover the consumer’s potential needs so as to enhance customer satisfaction and maintain the desire of repeated purchase. The findings in the study tells us that consumers’ trust toward physical channels and the consequent high added-value is something the alienating internet cannot provide. Keywords: Physical Channels, Marketing Strategy of 4P & 4C, Customer Satisfaction, Intention of Repeated Purchase