根據資策會指出,2012年網友平均年消費金額高達1萬7千元新台幣,網路商機較2011年成長51.9%,網路購物的模式已成為台灣人生活中不可或缺的消費方式。實體店家的良好口碑,經由網路傳播與擴散效應,更能建立對消費者對品牌的曝光與信任,帶來更多的網路顧客與回訪量。而不需出門即可購物的網路消費模式,更屏除消費者受限於地理位置因素的購物門檻,提升購買動機。 本研究從實務中探討,從網路虛擬商店起家的網路食品業者,如何一步一步在網路上打開知名度,而再將虛擬店面導回實體通路,達到虛實整合的經營模式。網路銷售不僅省下許多店租人事成本,同時透過網路銷售的管道,拓展速度遠比實體店家來得迅速,透過深度訪談網路烘培業成功企業主,找出烘培業透過網路行銷成功因素,是為本研究之研究目的。
According to study by MIC in 2012 indicated that the average annual consumption of users up to $17000 NT, online-shopping business opportunities in 2012 is increased by 51.9% compared to 2011s’, Online-shopping has become one of the comsumption custom for Taiwanese people. Through spreading on the internet for brand exposure, bring more customers with higher return rates to shopping online, Online-shopping patterns break the restrict geographical factors and consumer shopping threshold, greatly enhancing the buying motives. This research explores a the real case, where a Baking store opens its visibility on the Internet step by step, and then back returning to the entity store, The business model is to integrate its online and entity stores. Online sales not only save a lot of shop rental costs, but develop faster than entity stores. Interview with the online baking company owners are carried out to understand factors of successful online baking industry, as a future reference for other baking companies, is the purpose of this reaserch.
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