恆好買團購平台之商業模式分析

ASIAIR > College of Management > Department of Business Administration > Theses & dissertations > Item 310904400/117084

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Title:	恆好買團購平台之商業模式分析
Other Titles:	Analysis of The Business Model of Henghao Group Buying Platform
Authors:	張耿榮 CHANG, KENG-JUNG
Contributors:	張彥為 CHANG, YEN-WEI 經營管理學系碩士在職專班
Keywords:	社群媒體行銷;網路商店;實體商店 Social Media Marketing;Online Shopping;Physical Stores
Date:	2023
Issue Date:	2023-11-22 02:07:31 (UTC+0)
Abstract:	本研究恆好買團購的網路消費模式愈來愈普遍，但個資外洩、網路圖片與寄貨商品不一致等網購糾紛，運費上漲等問題，造成消費者對網路消費也有所顧忌，因此，要如何增加消費購買意願，本研究以恆好買團購網為探討，研究其特色，包含:客製化、區域化的行銷模式及實體店面，探討是否可以解決現今網路購物的問題，成為新的網路銷售模式。研究方法為訪談經營者及消費者，以質化方式探討並分析。研究發現以社交媒體行銷顧客加入市場的主要方式。大多數顧客喜歡在這個平台上購物，因為它提供新鮮的食材、靈活的取貨時間和安全感，另有許願商品、客製化和排隊項目的購買，受到所有消費者的高度評價，且證實透過用心經營，產品質量非常令顧客滿意，實體店如同傳統雜貨店的方式，應消費者面對面溝通，回應消費者的反應，並確保了新鮮和冷藏商品以及現場交付選項。另外類似於薄利多銷，價位合理，又注重客戶服務。最後，研究發現，顧客希望能將基本雜貨，納入產品供應。研究貢獻為恆好買團購網專注於實用和高質量的產品和服務，客製化、區域化及實體店面的行銷模式，成功透過社交媒體平台增強消費者購買意願。 The increasing prevalence of Henghao Group Buying's online consumer model has raised concerns among consumers regarding personal data breaches, product discrepancies, and rising shipping costs, impacting confidence in online shopping. This study aims to explore Henghao's characteristics, including its localized marketing and physical storefronts, to address these concerns and potentially establish a new online sales model. Interviews with operators and consumers were conducted using qualitative analysis. Social media marketing is the primary method for attracting customers to the platform, offering fresh ingredients, flexible pickup times, and a sense of security. Customization and queuing for purchases receive high praise, indicating customer satisfaction with product quality and service. Physical stores provide face-to-face communication, feedback response, and fresh, refrigerated goods, enhancing customer trust. The low-profit-margin approach ensures reasonable prices and prioritizes customer service. Customers express interest in including basic groceries in the product offerings. This research contributes to Henghao's success by emphasizing practical and high-quality products, localized marketing, and enhancing consumer purchasing intentions through social media.
Appears in Collections:	[Department of Business Administration] Theses & dissertations

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