居家用品批發商網路行銷通路之個案研究-以三輝股份有限公司為例

隨著時代的潮流，消費者開始重視居家設計、擺設以及生活的品質，提供了居家用品進一步銷售的契機，業者將居家用品結合原本的實用性，強化設計感與流行性，刺激消費者選購以塑造居家風格和氣氛，以花小錢的方式達到美化居家環境的效果。本研究首先經由PEST分析、五力分析、4P分析、SWOT分析來瞭解三輝公司總體環境，並分析居家用品批發業與三輝公司之經營環境與策略。其次以問卷調查法探討下游批發商對三輝公司之服務、配送與產品品質之滿意度並研擬改善方案，以SPSS12.0中文版套裝軟體作為統計分析工具。最後，規劃三輝公司之網路行銷（虛擬）通路策略。本研究規劃之網路行銷平台Need Lohas的行銷策略是以滿足消費者專屬需求為前提，從眾多商品中篩選並規劃商品組合。透過三輝公司在市場與商品的優勢，讓消費者能輕鬆購買物美價廉之商品。並且以低成本建構網路平台，運用開箱文與部落格之推廣技巧，提供符合消費者一般與節慶需求之便利購物環境。本研究亦提出三輝公司之未來經營藍圖。

關鍵字

居家用品批發商；網路行銷；經營策略

並列摘要

Along with the modern trend, the consumers have been paying more attention to the house design, furnishing and decoration, as well as the quality of life, which give a critical opportunity of expanding the housewares market. People in this business maintain the practicality of housewares, meanwhile enhancing the creativity and fashion, to stimulate consumers’ shopping desire to mold the atmosphere and style of household goods. The aim is to beautify the household environment with limited budget. First of all, this study starts with PEST Analysis, Porter Five Forces Analysis, The Marketing Mix (a.k.a. the 4P's of Marketing), SWOT Analysis to interpret the overall circumstances of Sun-Huei Company, analyzing the houseware wholesalers industry, as well as the operational conditions and strategies of Sun-Huei Company. Secondly, with the aid of questionnaire, we discuss further about how the wholesalers’ satisfaction with San-Huei’s service, delivery and product quality, furthermore, we work out the improvement program, by using SPSS12.0 software package Chinese version as the statistics tool. In conclusion, we map out the strategy of digital marketing/virtual channel. The marketing tactic of internet marketing platform “Need Lohas” we have arranged is to satisfy consumers’ exclusive needs, under this premise, we provide the assistance and help consumers make excellent selection from a variety of merchandise and propose the product assortment. In virtue of San-Huei’s advantageous position in the market and superior commodities, we offer consumers a convenient option to purchase quality products with economic prices. Moreover, we established online shopping platform, by making use of the unboxing articles and links to the blogs, we created a handy shopping environment for our consumers and meet their demand not only for regular needs but also for special occasions. We also have proposed a blueprint for Sun-Huei's future operating scheme in this study.

並列關鍵字

Housewares wholesalers ； Internet marketing ； Marketing strategy

參考文獻

Danny(2013)。網路行銷的優缺點。西元2015年4月6日擷取至：http://www.x-marketing.com.tw/WebMarketingNews/newsdetail.aspx?N_Id=147

Google Scholar

DIGITIMES(2015)。虛實整合通路創新的成功關鍵。西元2015年4月13日擷取至：http://www.digitimes.com.tw/tw/dt/n/shwnws.asp?CnlID=13&packageid=9780&id=0000442701_RR68Z41FLDYSRR2SMI54F&cat=50&ct=1。