一物一碼結合社群媒體如何實現顧客忠誠計畫

Unique QR Code Integrate with Social Media to Achieve Customer Loyalty Program

劉代弘(Tai-Hung Liu)

《中華印刷科技年報》 2021 (2021/05) Pp. 301-319

摘要

尼爾森全球網路調查，台灣目前整體銷售比重，實體線下銷售仍約占有63%，市場銷售主力還是以實體通路為主。然而，面對千變萬化競爭市場，該如何提高消費者忠誠度，甚至是完成線下及線上互導，乃是品牌商重要的議題；有許多品牌商投入龐大預算，卻因為量化資訊不完整，故制定出錯誤行銷策略，該如何善用科技甚至是數據而打造出精準行銷，已成為一門新的課題。近期在中國興起一股「一物一碼」風，然而，什麼是「一物一碼」呢？顧名思義就是一件物品擁有唯一識別QR-code，是一種基於二維碼基礎上衍生出來的技術，如今在各類快銷品中其應用也越來越廣泛。隨著物聯網技術不斷蔓延及網際網路普及，傳統產業營銷模式已經無法符合需求，唯有轉戰物聯網營銷模式甚至是結合大數據分析，才能為傳統品牌商帶來另一種商機，而具備連網能力，以網路行動端點為核心的智慧型手機，就是最重要傳導工具，「一物一碼」就是通往物聯網世界的訊息載體。「一物一碼」經由智慧型手機連網，利用社群媒體平台將消費者、品牌商有效串連，透過其五大互動功能（防偽驗真、追蹤與溯源、虛實整合、大數據及行銷活動）技術，搭建起一個智能化大數據庫的服務，實現營銷全程可監控，活動及促銷隨時可調整，完成線下及線上完美連接，有效地加強消費者與品牌商之間的互動而提升影響力及傳播力，最終目的是要形成一個閉環效應並提高消費者忠誠計畫。

關鍵字

QR-code ； 社群媒體 ； 物聯網與大數據 ； 忠誠計畫

並列摘要

According to Nielsen's global online survey, physical channel sales account for about 63% of total sales in Taiwan. The main market sales are still based on physical channels. However, in the face of the ever-changing market, how to increase consumer loyalty and to connect offline and online markets, is an important issue for brands. Many brands have invested huge budgets, however due to insufficient quantitative information, some may have developed wrong marketing strategies. How to make use of technology and database to create accurate marketing strategies has become a new topic. Recently, ＂A Code＂ wind has arisen in China. As the name suggests, it means each thing has a unique identification QR-code. It is a new technique derived from two-dimensional code. Now it's also applied in all kinds of FMCG products more widely. As the concepts and technologies of the Internet of Things continue to spread and the Internet is widely used, the traditional marketing models can no longer meet the demand. Only the marketing models of the Internet of Things and big data analysis can bring new business opportunities to traditional brand merchants. The smart phone with networking capability and the core of the network action endpoint is the most important tool. ＂A Code＂ is the message carrier that leads to the world of the Internet of Things. ＂A Code＂ is connected with a smart phone, using social media platforms to effectively connect consumers and brands through it's five interactive functions (Authentication, Track & Trace, Online to offline, Big Data and Marketing Campaign ). Therefore an intelligent large-scale database can be set up to achieve full monitoring of marketing activities. Promotions and campaigns can be adjusted at any time to connect offline and online perfectly. As a result it can effectively enhance the interaction between consumers and brands to make better influence and communication. The ultimate goal is to form a closed-loop effect and improve consumers' loyalty programs.

並列關鍵字

QR-code ； social media ； internet of things and big data ； loyalty programs

參考文獻

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