電視購物自有品牌關鍵成功因素之研究~以某電視購物 頻道為例

The Study on Key Success Factors of Television Shopping’s Private Brand~ Take One Taiwan’s Television Shopping Channel as an Example

王靜怡(Wang, Ching-I)

指導教授 ： 邱光輝博士

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

有鑑於全球電視購物市場通路蓬勃發展，台灣目前亦已開放十個有線電視購物頻道，電視購物競爭日趨激烈。為了創造業務藍海，電視購物紛紛成立通路自有品牌，但電視購物自有品牌是否能達成其真正效益？究竟其關鍵成功因素為何？此為本研究之目的所在。
本研究透過文獻探討和模糊德菲法建構電視購物自有品牌商品的業務績效評估架構，歸納出六個影響電視購物自有品牌商品業務績效衡量架構的衡量構面，分別為品牌管理、通路優勢、產品優勢、消費者行為、品牌經營團隊以及財務操作。以此六大構面為基礎，整合受訪專家意見後篩選出25個評估指標，並以實際商品評比，以便能客觀且全面地衡量電視購物自有品牌商品的業務績效。
研究結果發現：就構面而言，「品牌管理」、「產品優勢」和「品牌經營團隊」較為重要；在評估指標部分，則以「通路族群」、「顧客關係管理」和「庫存管理」受到專家的高度重視。以實際商品評比，則與個案公司本身所做的自營品牌消費狀況調查結果相符。

關鍵字

電視購物 ； 自有品牌 ； 品牌管理 ； 產品優勢 ； 品牌經營團隊

並列摘要

In light of the rapid development of TV shopping around the globe, the authority in Taiwan has also released 10 cable channels for TV shopping. The competition in the TV shopping market is becoming more intense. To create a business blue ocean, many TV shopping channels have established their own sales channels and private brands. However, can they really obtain expected effects with their private-brand products? What are the key success factors for them? These are the issues investigated in this study.
Through literature review and fuzzy Delphi method, this study constructed a private-brand product sales performance evaluation framework for TV shopping companies. This framework consisted of six measurement dimensions, including brand management, channel advantage, product advantage, consumer behavior, brand management team, and financial operation. Based on these dimensions, 25 evaluation criteria were induced from expert opinions. In addition to these criteria, current private-brand products were used to evaluate TV shopping channels’ performance in the sales of private-brands products in an objective and comprehensive manner.
Findings suggest: among the six dimensions, “brand management”, “product advantage”, and “brand management team” are relatively more important; among the evaluation criteria, “channel group”, “customer relationship management”, and “inventory management” are more highly emphasized by experts. The evaluation result with current private-brand products of the case company is consistent with the result it has obtained from a survey of consumption of its private-brand products.

並列關鍵字

TV shopping ； private brand ； brand management ； product advantage ； brand management team

參考文獻

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