零售業電話行銷商業模式創新之個案研究

A Case Study on Business Model Innovation of Telemarketingin the Retailing Sector

宋湘嵐(Hsiang-Lan Sung)

指導教授 ： 李吉仁

國立臺灣大學/管理學院/臺大－復旦EMBA境外專班/碩士(2015年)

https://doi.org/10.6342/NTU.2015.11170

摘要

隨著移動設備技術、通信技術、網路技術的融合與綜合發展，資訊正以勢不可擋的速度增長，大數據一詞越來越多地被提及，引起社會各界的高度關注。但傳統零售通路面臨科技的日新月益，消費者生活型態的劇烈變化，如何因應轉型，以呼應市場需求，以延長行業壽命，便至為重要。
有鑑於此，本研究以大數據環境與發展願景為思考脈絡，援引相關理論，探討如何進行電話行銷的商業模式創新；實證上，本研究以東森購物叢電視購物的經驗，衍生出虛擬通路的完整型態，包含了電視、型錄、網站、行動裝置等溝通媒介，因此得以大量收集及累積客戶的接觸和消費資料，而結合大數據應用模式，利用資料、挖掘資料成為研究會員經營的新命題，並依東森購物長期和會員互動的實績與組織架構，預期發展出全新型態的電話行銷通路。
根據東森電話行銷的實踐經驗，本論文建立電話行銷行業商業模式的6大要素：包括目標客戶、價值主張、價值鏈、關係網絡、組織結構、收入來源。本研究從這些要素出發，逐一探究大數據對商業模式帶來的影響，以及在外部環境大數據的作用下如何實現商業模式的創新。在實踐操作指導方面，本論文完整敘述了大數據條件下東森電話行銷商業模式的創新機制，根據創新目標擬定具體措施，完成價值導向的商業模式創新。

關鍵字

大數據 ； 商業模式創新 ； 電話行銷 ； 零售業

並列摘要

Benefiting from the rapid development of network technology and mobile communication technology, the need for using massive data to derive insightful information, so called big data application, is experiencing an explosive growth. Because of the fast development of traditional retail sales channels and consumption habits, the capability of coping with the demands of consumers and extending the life of the retail industry becomes even more critical to future competitiveness.
Such development motivates the present research to explore how the big data techniques can help realize the business model innovation in the telemarketing industry. More specifically, this paper conduct a case study based on Dongsen Group, who develops a full range of virtual retailing channels, staring from TV shopping and extending to TV, magazines, website, telephone and so on. With these retailing format, a large volume of data concerning consumption behaviors and consumer background information are collected, with which new form of telemarketing channel could be further developed.
Supported by case exploration, this paper identifies six critical elements of a business model design: They are target, value, value chain, relationship, structure, and income source. Guided by these factors, we further suggest feasible ways of business model innovation with big data and also provide practical guidance to sustain the business development. Finally, we also analyze the differences between Taiwan and China markets and provide advices regarding the application of the innovation model to the China market.

並列關鍵字

Big Data ； Business Model Innovation ； Telemarketing ； Retailing

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