烘焙業於電子商務銷售模式之研究

Abstract

對於零售業者而言，透過盤點作業可以確實的掌握原料或產品庫存量，進而可以達到減少成本、增加利潤與增進客戶關係的成效，而在大疫情時代下，電子商務的活用更是企業生存不可或缺的經營模式。本研究以烘培業實例為探討對象，針對益欣食品公司現有經營策略之困境進行分析，期藉由結合電子商務作業來制定合宜的銷售策略，進而拓展潛在的客戶，增大行銷規模。雖目前多數的零售業者已採用條碼方式執行盤點作業，但是對於烘焙零售業而言，條碼盤點系統仍是難以推動與執行的技術，其原因除烘焙零售業係屬一般較傳統的行業外，經營者對於盤點設備建置及新科技接受仍持觀望卻步。網際網路應用具備快速便捷、無遠弗屆的特性，可提供電子商務服務不分晝夜的即時與全面性，整合盤點設備與網路通路，將可建置即時查詢、庫存量控管，消費者與經營者信息溝通管道，創造高效益的商業模式。本研究先以文獻回顧探討影響烘焙業行銷策略、模式與網路行銷之特性，接著藉由田口法分析益欣食品公司的影響銷售之因子，然後找出最適當組合進行最佳化系統效益分析，進而藉由SWOT與五力分析對成功因素及現有策略進行檢討、優化，最後統合策略與內部資源，創造競爭優勢，突破營業困境，確立永續的經營。For retailers, inventory management through stocktaking enables a precise understanding of raw materials or product stock levels, leading to cost reduction, increased profits, and enhanced customer relationships. In the era of significant pandemics, leveraging e-commerce becomes an indispensable business model for survival. This study focuses on the baking industry as a case study, analyzing the challenges faced by YIH HSIN Food Company's existing business strategies. The aim is to develop appropriate sales strategies by incorporating e-commerce operations, thus expanding potential customer bases and increasing marketing reach. While barcode-based stocktaking systems are widely adopted by most retailers, they remain challenging to implement in the baking retail industry. The reasons include the traditional nature of the baking retail sector and a cautious approach towards investing in stocktaking equipment and adopting new technologies by the operators. Internet applications possess characteristics of rapid convenience and global accessibility, providing round-the-clock real-time and comprehensive e-commerce services. Integrating stocktaking equipment with online channels allows for instant queries, inventory control, and effective communication between consumers and operators, creating highly efficient business models. This research begins with a literature review to explore the impact of marketing strategies, models, and online marketing characteristics in the baking industry. Subsequently, the Taguchi method is utilized to analyze the influential factors in YIH HSIN Food Company's sales. By identifying the most suitable combinations, a system benefit analysis is conducted for optimization. SWOT and Porter's Five Forces analyses are then employed to review and optimize successful factors and existing strategies. Finally, strategies and internal resources are integrated to establish competitive advantages, overcome operational challenges, and ensure sustainable business operations.