| Abstract: | 面對5G 時代的來臨、網路新零售的衝擊、產業競爭環境加劇，文具產業要如何跳脫固有商業模式，進而朝向產品創新、擬定有效行銷策略、提升產業競爭力，以增加文具產業運作績效與預測未來發展及明顯改善商業利潤，為文具實體通路業者最重要的課題。本研究透過六項創新行動技巧來審慎思考文具實體通路的創新及改革方式，以開放式問題進行深度訪談，以逐字稿方式詳細紀錄廠商、顧客、員工對於延伸創新、轉移創新、合併創新、降低創新、改變創新及逆向創新之看法，最終建立文具實體通路產業之創新服務行動策略。本研究結果顯示消費者期待文具實體通路業者具有文創與設計型之商品、日系文具商品、彩繪用具、木製印章、參考書及各類筆款等商品，並且若其與咖啡店及餐飲業者作異業結盟，或是採用新的結帳方式、包裝服務或提供優惠商品組合會令消費者更具興趣。此外，員工認為消費者最常購買的大宗商品為筆，可以提供具有差異化的特殊功能文具可以賦予更多附加價值與創新設計，或是讓消費者自己動手做文具將可賦予商品之新體驗。如果文具店使用電子商務平台或電子化商品訂購系統，讓消費者以手機線上訂購、線下來門市自取或宅配，可以擴大消費者所在生活圈。再者，提供座位與限時限量商品來讓消費者租借使用以及提供流行文具文宣，可以增加消費者消費意願。文具店亦可採自助化與電子化服務以降低人力需求。最後，廠商認為依據門市的坪數有效運作資金為文具實體通路最需考量的事情，其次可以考慮與咖啡店、輕食業者異業結盟，但需相對的空間能夠支持咖啡店的經營，且也待時間來驗證是否新型態之合併創新能否夠成功。實體通路可以使用組合方式或優惠價格等方法販售過季商品以騰出庫存空間與創造金流，並且考量在地化的需求，提供良好的服務吸引到不同階層客群以成為在地經營指標店，為文具實體通路業者的價值所在。
Faced with the advent of the 5G era, the impact of new online retail, and theintensified industrial competition environment, how can the stationery industry escape from its inherent business model, and then move towards product innovation, formulate effective marketing strategies, and enhance industrial competitiveness to increase the performance of the stationery industry Forecasting future development and significantly improving business profits are the most important issues for stationeryphysical channel operators.This research carefully considers the innovation and reform methods of thestationery entity channel through six innovative action skills, conducts in-depth interviews with open questions, and records verbatim details of manufacturers,customers, and employees on extended innovation, transfer innovation, merged innovation, Reduce innovation, change innovation and reverse innovation, and eventually establish an innovative service action strategy for the stationery physical channel industry.The results show that consumers expect the stationery physical channel operators to have cultural and creative products, Japanese stationery products, painted utensils,wooden seals, reference books, and various types of pens. Alliances, or the use of new checkout methods, packaging services, or offering preferential product combinations will make consumers more interested.In addition, employees think that the extended products of the pen are the most commonly purchased commodities by consumers, and can provide stationery with special functions that are differentiated. For example, different brands can give more added value and innovative design or let consumers make stationery themselves It will give a new experience to the product. If a stationery store uses an e-commerce platform or an electronic merchandise ordering system to allow consumers to order online with a mobile phone, take it offline or pick it up from a store, it can expand the consumer's life circle. Furthermore, providing seats and limited-time limited-commodity products for consumers to rent and provide popular stationery announcements can increase consumers' willingness to consume. Stationery stores can also adopt self-service and electronic services to reduce manpower requirements.Finally, manufacturers believe that the effective operating funds based on thenumber of stores in the store are the most important things to consider in the stationery physical channel. Secondly, they can consider forming alliances with coffee shops and light food industry. Wait for time to verify whether the new state of merger innovation is successful enough. The physical channel can use the combination method or the preferential price method to sell the seasonal goods to free up inventory space and create a gold flow, and consider the local demand, provide good services to attract different classes of customers to become local business indicators The store is the value of the stationery entity channel operator. |
