社區團購行為服務模式之研究

團購由來已久，它已成為我們生活的一部分，本研究是以社區團購為主，以深入訪談方式訪問五家業者，藉由業者的實務作為及觀點，深入了解推行社區團購之概念、動機、未來商機及成功案例，並研擬服務模式以作為未來推動之參考。研究發現，業者對團購之概念主要為省錢、方便，動機乃是隨概念而生，推行的動機就是看好未來商機，尤其所訪談五家業者，均曾嘗試推廣社區團購，有四家目前仍持續推廣中。雖然目前社區團購仍是微利，但業者均看好其未來商機，並有二個相當成功之案例。社區團購執行之困難點包括：訂購量不足、社區觀感不佳、宣傳不夠、上網率低、商品種類不夠多等，因應之道可改變消費習慣、多元化服務增加其便利性等，尤其目前是講究服務時代，由服務的角度切入，可有效拉近與社區距離，物業管理公司擁有社區住戶龐大資源，最了解社區需求，只要能有效建立社區消費模式與習慣，未來社區商機無窮，但這需要時間等待時機成熟，就如同便利商店一樣，目前已發展成民眾日常生活中的便利好幫手，也成為日常生活中不可或缺的消費方式。

關鍵字

社區團購；服務模式；深入訪談

並列摘要

Group-buying, part of our life, has been known for a long time from the beginning. Based on group-buying in community, in-depth interviews with five companies are conducted to understanding concept, motivation, future opportunities and successful stories, which serves as a reference for future promotion. The finding of the study reveals the fact that companies promote group-buying in community to save money and convenience. It’s motivation order to future opportunities. Five companies have been trying promoting group-buying in community, four of which make big money continually. Although profits from group-buying in community are still low, its future will be thriving. Here are two stories. In addition, some difficulties will be mentioned such as insufficient orders, bad image of the products or advertisement, and the lack of the Internet access and goods. The ways to cope with those problems are to changes consumption habits, offer various services and more convenience, especially service, something that needs more attention in this period of consumption priority. Also, the property management companies which has vast resources and understanding of the community. Can get what the community need by services. Therefore, they can effectively establish consumption models and habits in a specific community. Of course, they have great business opportunity in community. Like the convenience stores around every corner, this kind of consumption takes time to grow up as a helper for the community and part of our daily lives.