電視購物頻道私品牌策略-以東森農場為例

電視購物平台正面臨著競爭激烈的環境，許多大型電商平台和實體零售商也開始進行網路銷售，為消費者提供更加方便、多樣化的購物選擇，進一步壓縮電視購物的市場空間。因為消費者的購物行為和觀念改變，消費者傾向於使用網路購物，由於電視購物頻道內容和形式上的創新也相對缺乏，難以吸引到年輕的消費者，加上第四台收視戶的減少，同步使得業績出現下滑的狀況，電視購物需要具備哪些條件與能力，才能在市場中保持競爭優勢，滿足消費者的購物需求。特以個案公司的東森農場進行研究與探討，並根據品牌管理、策略矩陣、產業價值鏈的文獻內容，結合產品開發、品質控制、供應鏈管理、市場推廣等項目，分析如何與供應商打造共創價值，同時建立品牌忠誠度和消費者信任度，解決自有品牌通常缺乏知名度和廣泛的市場影響力的問題。過去，消費者對於沒有品牌的商品可以產生興趣，然而現今消費市場，品牌逐漸成為消費者重視的因素，加上過往的購物頻道都是從商品議價來從中獲利，東森農場則是協助供應商放大商品的特色與優點，共同合作來滿足消費者的需求。在面臨市場的競爭以及其他供應商的壓力之下，購物平台可藉由銷售數據，分析消費者的輪廓和需求，進行自有商品的規劃與發展，同時結合產業趨勢和市場環境的現況，制定出經營策略和方向，提高平台價值與競爭力。

關鍵字

購物行為；品牌管理；策略矩陣；產業價值鏈；共創價值

並列摘要

TV shopping platforms are facing intense competition as many large e-commerce platforms and physical retailers have also begun online sales, providing consumers with more convenient and diverse shopping choices, further squeezing the market space for TV shopping. Due to changes in consumer shopping behavior and attitudes, consumers tend to use online shopping, and the lack of innovation in the content and form of TV shopping channels makes it difficult to attract young consumers. In addition, the decrease in the number of viewers of the fourth channel has also led to a decline in performance. What conditions and capabilities does TV shopping need to maintain its competitive advantage in the market and meet consumer shopping needs? This study focuses on the case of Dongsen Farm and discusses how to create co-creation value with suppliers, establish brand loyalty and consumer trust, and solve the problem that own-brands usually lack visibility and extensive market influence, based on the literature content of brand management, strategy matrix, and industry value chain, combined with product development, quality control, supply chain management, and market promotion. In the past, consumers may have shown interest in unbranded products. However, in today's consumer market, brands have gradually become an important factor for consumers. Unlike traditional shopping channels that profit from bargaining over products, Eastern Farm assists suppliers in highlighting the unique features and advantages of their goods, working together to meet consumer demands. Faced with market competition and pressure from other suppliers, shopping platforms can leverage sales data to analyze consumer profiles and needs, plan and develop their own products, and align with industry trends and market conditions to formulate business strategies and directions, ultimately enhancing platform value and competitiveness.