| 摘要: | 電子商務通路的銷售成長逐年明顯，造成實體通路的銷售持續萎縮。面對這樣的變化，品牌商要如何把握實體通路的銷售，又能夠在電商通路中有效的操作行銷手段而讓銷售有所成長，則是個重要的課題。家電產業為傳統製造業，面對這種通路銷售結構的轉變，實體通路也不得不面臨衰退的命運。而品牌商也得學習轉型，如何適應新的電商銷售模式，再從中尋求突破與成長。
本論文以一家傳統國產家電品牌公司的角度，透過分析歷年通路銷售資料，發現到傳統通路與電商通路的衰漲變化。再從不同維度的資料，深入探討公司在經營電商通路所面臨的問題，不論是在產品面、行銷面、消費者的回饋，還是在搜尋引擎的優化…等。而我們再由剖析這些各面向問題的過程裡，規劃出強化與改善的策略。
在找尋因應的對策中，特別研究在網路科技發達下，消費者購物行為的改變。發現實體消費族群跟電商消費族群購物模式主要的差異，在於電商消費者藉由網路科技增加了「搜尋」與「分享」兩項關鍵動作，而本論文的主軸也在該公司如何在這兩項關鍵動作中提出強化對策。舉例來說，針對搜尋系統的優化，改善前端的SEO與後端公司官網的重新設計，或是運用名人行銷、部落客開箱文，以增加網路正向口碑的分享…等，運用各種對策後，確實促進了該公司電商通路營收的成長。;With the phenomenal growth in E-Commerce sales, the physical market shrinks sharply. Facing the changes, it is important for brand owners to maintain sales through the physical channels, while effectively pursuing E-marketing at the same time. Home appliance, as a traditional industry, under this market structure changes, also unavoidably faces with declines in physical channels. The brands have to learn to transform and adapt to the new E-Commerce business settings, and search for breakthroughs and improvements.
This study focuses on company T, a domestic traditional home appliance brand company. Based on analysis of sales data in recent years, the sales changes in both virtual and physical channels are investigated. Analysis of data from different dimensions are also conducted, to explore the problems Company T is facing, including products, marketing, consumer feedbacks, SEO, etc. Through these analyses, this study attempts to develop strategies to cope with the challenges.
In formulating strategies, consumer behavior changes in the Internet were also looked into. The most obvious consumer shopping patterns differences between physical and virtual channels are “Searching” and “Sharing” by EC shoppers. This study also presents how to strengthen action plans in these two key steps. For instance, action plans call for improving SEO and company website, making use of Internet celebrities and usage reviews by bloggers, to increase the positive word of mouths, etc. Through a proof of concept pilot test, these actions have proven to be effective in driving the growths of E-commerce sales of company T. |
