虛實整合行銷模式之研究以某文創公司為例

異業消費聯盟是近年來大力推廣的行銷模式，如何擴大網路之行銷客源，轉接為實體店家之體驗並且集結聯盟網站之異業店家分享客源，同時將店家之廣告費和對商品之折扣利益直接分享給網內之消費族群正在引爆消費話題。 Online to offline (O2O/虛實整合)電子商務即將線上網店引導至線下消費，店家通過網店將店家資訊、商品資訊等展現給消費者，消費者則通過線上篩選和線下比較、體驗後進行選擇消費，利用線上線下進行支付，即能極大化地滿足消費者個性化的需求。O2O的優勢在於把網上快速、低成本、24小時和付款安全的機制優勢完美結合，透過網購風潮將客源導入實體線下消費，把網路的虛擬與實體店家完美連結，實現虛實整合的功效。本研究之目的就在於以創新的商業模式為主軸，並由個案公司落實諸般行銷手法以取得研究資料並加以分析以得到可行性之結論與效益。本研究是以分享消費力的概念透過平台中之實體店家之合作，在廣告費和介紹費的共同分攤中，將回饋金轉為分期給付消費者的思維，有別於大型百貨公司及大賣場結合眾多店家收費，利用統一之廣告手法之傳統行銷方式，將此費用以分期方式回饋銷費者，以帶出消費力之產生並促進消費。本研究個案公司目前僅以二維條碼應用在一般的進、出、存功能上，未來應提升聯盟店家使用二維條碼之整合行銷作用，以強化虛實整合之行銷功能。

關鍵字

虛實整合； O2O ；異業聯盟；電子商務；商業模式

並列摘要

Different marketing models in the Consumer Federation was recently promoted, Especially, its full use of Internet platforms and cloud computing statistical ways to assist consumers and operators in the Union of all consumption meter and cash accounting back to. O2O E-commerce (Online to offline) Online shop Boot to the Offline Line consumption, business owners via free drive provided Business information, product information, presenting it to consumers, consumers through an online screening services, selectively after comparison, experience and spending offline, pay for use online or offline. The main features of this model is that businesses and consumers by O2O electronic business in order to meet the needs of both sides. The purpose of this case study is that with innovative business models in consumer union and II dimension barcode for the spindle and by the case company to implement various marketing tactics in order to obtain research data and analysis to get the conclusions and suggestion could be feasibility and effectiveness.