台灣C2C電子商務成功行銷模式探討-以東京著衣成功經驗為例

A study of the successful e-commerce marketing model - a case study of Mayuki store

歐玫瑛(Mei-Ying Ou)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學組/碩士(2012年)

https://doi.org/10.6342/NTU.2012.10006

摘要

中文摘要

根據資策會的預估，2010年台灣電子商務產值可達3,583億新台幣，其中C2C佔了1,530億，2011年整體電子商務市場更上看4,300億元，年成長率高達20%。雖然整體網購產業看似前景可期，但市場競爭激烈，造成毛利率低，獲利速度緩慢，所有網路開店者仍有五成以上尚未達損益兩平。特別台灣有高達120萬的中小企業，年輕人創業意願強烈，其中的C2C電子商務拍賣平台更成為眾多中小企業或個人創業的重要通路，要如何獲利成為一大課題。

在創新的消費科技及電子商務經營型態帶動下，消費者的選購行為產生重要的質變，促使台灣的電子商務逐步朝跨國家、跨平台、跨通路等方向發展。有志透過網路創業的中小企業或個人賣家，如何掌握消費者需求，將實體通路中的多項行銷理論轉移至電子商務，並加以發揚光大，進而創造新的行銷經驗或模式，即為本研究重點。

本研究以網拍起家而成功創業、從網拍(C2C) 、網購B2B2C平台、實體店面至跨足中國網購市場等多平台、多市場的台灣網購第一女裝品牌—東京著衣為主要研究個案，透過訪談其創辦人、網拍平台經營業者、產業記者及彙整市場產業研究資料等，依據行銷理論的STP(Segment、Target、Position)、4P、CRM及電子商務研究中的4流(資訊流、商流、物流及金流)等，加以解析東京著衣的成功行銷方程式，以為其他業者參考。

研究結果發現、對產業持續的熱情及獨到know-how是一切創業的基石。東京著衣依據電子商務平台4流特性及行銷4P，精準切入目標利基市場，以顧客至上，掌握消費者需求，堅持落實企業經營理念「平價消費、流行時尚」及品牌定位，有效實踐快速流行時尚的商品供應鍊及降低庫存的進銷貨及價格控管，皆獨步業界。將雜誌風格的流行穿搭資訊透過各種行銷管道傳遞給消費者，成為消費者個人的線上流行造型顧問。彈性靈活並加以發揮極致的各類行銷活動，如大量操作免費的公關報導，電子報以及14小時多線即時回覆的客服CRM的創新設計等，都是成功關鍵因素。

東京著衣無疑地已成為台灣網拍甚或網購市場的一個成功經典案例，僅管如此，東京著衣仍面臨許多挑戰 值得觀察：在品牌多元化同時，如何活絡品牌及商品力，抓緊已邁入熟齡化的忠實消費者流行品味並開拓新一代年輕市場? 如何因應行動上網趨勢、將以PC為主的網購體驗透過創新快速移植到手機及平板電腦? 強調快速流行時尚的商品供應鏈因應跨國家的經營型態，能否持續落實? 都將是東京著衣或類似的其他網拍業者尋求下一波成長動能的思考重點。

關鍵字

網拍成功行銷模式 ； 電子商務4流 ； STP理論 ； 行銷4P理論 ； CRM

並列摘要

Abstract

MIC estimates showed that Taiwan’s e-commerce value in 2010 would reach NT$358.3 billion, including NT$153 billion from C2C; and the value in 2011 would increase by 20% to NT$430 billion. The overall online shopping industry seemed promising; gross profit was low and profit speed was slow as a result of keen market competitions, and more than 50% of online shops were unable to balance profit and loss. As there were 1.2 million SMEs in Taiwan and young entrepreneurs are eager to start up their own business, the C2C e-commerce platform has become a major channel for SMEs and individuals starting up their business. In this case, how to turn a profit from C2C online shopping has become the main concern.

An important quality change emerged in the product selection behavior of consumers with the rise of innovative consumption technologies and e-commerce operations, and trans-boundary, trans-platform, and trans-channel have become the development trends of Taiwan’s e-commerce. Therefore, how SMEs or individual sellers capture consumer demands, transplant and carry forward the marketing theories for physical channels, and thereby create innovative marketing experience and models were the foci of this study.

A case study on Mayuki, a leading brand for women’s wear in Taiwan, was conducted in this study. Mayuki is a successful business started from online shopping, including C2C and B2B2C. Later on, it expanded to physical stores and to the China online shopping market. Based on interviews with the founder of Mayuki, C2C platform operators, and industry reporters, and consolidating the market research information, the successful marketing model of Mayuki was analyzed in terms of the STP (segment, target, and position), 4P, and CRM in marketing theories, and the four flows (information flow, business flow, material flow, and cash flow) in e-commerce study, in order to provide a reference for other business owners.

In this study, the researcher discovered that continuous enthusiasm to the industry and unique knowhow were the cornerstones of entrepreneurship. Based on the characteristics of the e-commerce four flows and marketing 4P, Mayuki accurately entered the niche market, captured consumer demands by putting the customer first, insisted on the operation philosophy of “value fashionable clothes” and brand positioning, and effectively realized an efficient fashion supply chain to minimize stock and control price. Also, by disseminating to consumers the fashion information in fashion magazines through various channels, Mayuki became an online personal fashion and style consultant of consumers. Also, flexible marketing events, such as the manipulation of a large amount of free PR reports, e-news, and 14-hour multi-channel real-time CRM mechanism to address consumer demands were also key to success.

Although Mayuki has become a successful model in Taiwan’s C2C and online shopping market, there are many challenges ahead. For example, how to vitalize brand and product power to capture the taste of maturing loyal consumers and cultivate the younger generation market in a time of brand diversification; how to deal with the mobile networking trend and quickly and innovatively transplant the PC-based online shopping experience to smartphones and tablets; and how to continuously maintain the quick fashion supply chain to support trans-boundary operations will become the focus of Mayuki and similar online shops to seek further growth.

並列關鍵字

successful C2C marketing model ； e-commerce four flows ； STP theory ； marketing 4P theory ； CRM

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