C2C2B 模式於新精品⾏銷中之應⽤

隨著消費升級，現代消費者有更多物質享受也更重視生活品質，願意花費更多在自己認為值得的「新精品」上。新精品並非傳統頂級且少數專屬的精品，而是相對平價、品牌形象良好、品質優良且能凸顯品味的商品或服務。伴隨網路社群興起，高度參與社交媒體的消費者，不但付費購買商品也同時具有影響身旁消費者的能力。新精品業者看準這些具社群影響力的消費者，藉由多樣的合作方式替品牌提升知名度與營業額。本研究藉由回顧精品行銷領域的文獻，了解新精品的形成；接著以C2C2B（Consumer-to- Community -to-Business）模式，探討其在新精品行銷之應用，並找出影響消費者購買與企業決策之關鍵因素。C2C2B是以消費者為核心的商業模式，左邊第一個C指具有影響力的消費者，稱為C1；左邊第二個C代表由C1而形成的社群，稱為C2；此形成的原因可能是因為C1具專業知識、吸引人的外型等，最後的B代表企業。在此新型商業模式中，透過C1影響力而形成的群聚C2，來提高C1的話語權，接著C1與企業進行交易，來提升企業B的交易量與交易速度。我們以灰關聯分析法進行問卷分析，研究結果發現在整體問項中，社群影響者(C1)影響消費者(C2)購買新精品之關鍵因素包含6項：「訊息真實」、「訊息具自己想法」、「訊息完整」、「訊息精確」、「相關產品使用經驗」、「好感度」。而影響企業挑選社群影響者的關鍵因素則有5項：「好感度」、「長期互動」、「追蹤人數」、「經常互動」與「熟悉度」。建議企業未來與社群影響者合作行銷新精品時，除了人氣與互動，下一步應留意於社群影響者提供的訊息內容，並挑選具有相關產品使用經驗的合作對象，以提升雙方的合作效益。本研究結果可作為企業行銷策略的參考，讓企業未來在C2C2B模式中，能找到合適的社群影響者協助推廣、成功銷售新精品。

關鍵字

社群影響者； C2C2B 模式；新精品；精品⾏銷；灰關聯分析

並列摘要

With the trading-up phenomenon, consumers have more material enjoyment and care more about their life quality. They are willing to pay a premium price for new-luxury goods that they think are worthwhile. The new-luxury goods are unlike traditional luxury goods which are top-level and with only a few exclusive. The new-luxury goods are affordable, have a good brand image, provide higher levels of quality and can highlight personal tastes. With the rise of the online community, consumers who highly involved in social media not only pay for goods but also have the ability to influence other consumers. New luxury companies start to cooperate with these influential consumers to increase brand awareness and sales. This study began with a literature review in the field of luxury marketing to understands the formation of new-luxury goods. Then the C2C2B (Consumer-to-Community-to-Business) model was used to discuss its application in the new-luxury marketing, and identify the key factors that affect consumers’ purchasing behavior and business decisions. C2C2B is a consumer-centric business model. The first C on the left refers to the influential consumer, which is called C1. The second C on the left represents the community formed by C1, which is called C2; it may be because C1 has professional knowledge, attractive appearance, etc. The last B represents the company. In this new business model, C2, formed through C1’s influence, is used to increase C1's right to speak, and then C1 trades with companies to increase the trading volume and speed of company B. We conducted a questionnaire analysis using the Grey Relational Analysis. The results found that in the overall question, there were six key factors for the influence of social influencers (C1) on consumers (C2) to purchase new-luxury goods: “information truthfulness”, “information with own ideas”, "information completeness", "information accuracy ", "relevant product use experience” and "favorability ". On the other hand, there are five key factors affecting the selection of social influencers: "favorability", "long-term interaction", "number of followers", "frequent interaction" and "familiarity". It is suggested that when companies cooperate with social influencers to promote new-luxury goods in the future, in addition to popularity and interaction, the next step should be mindful of the information provided by the social influencers and select partners with relevant product experience to enhance the cooperation effectiveness. The results of this study can be used as a reference for companies’ marketing strategy. In this way, companies that intend to adopt the C2C2B model in the future will be able to find the suitable social influencers to promote new-luxury goods successfully.