鐵粉經營術：概念店設計與顧客旅程之探究

Abstract

因網路科技的發展及COVID-19疫情的推波助瀾，使得網路購物對實體店造成了莫大的威脅，實體店被迫轉型以呈現其存在的價值，來滿足喜好多變的新世代消費者。自此「概念店」(也稱為「體驗店」)開始逐漸受到關注，其原因在於概念店提供了獨特的品牌體驗(Jones et al., 2010)，讓消費者可以更深刻體會品牌的價值和意義，這對於創造品牌的吸引力和提升顧客的品牌忠誠度至關重要。但過去的研究未曾針對概念店所提供的體驗服務，系統性地去拆解消費者在體驗過程中，所展現的外在行為與內心思維，來了解概念店在各階段的角色扮演，如何展現其價值。本研究將以Kotler（2017）在《行銷4.0：新虛實融合時代贏得顧客的全思維》一書中，所提出5A顧客旅程為理論基礎，以此架構來分析不同產品類型的三家企業，其概念店的經營模式，從概念店的建築外觀、內部空間的設計，以及服務藍圖的規劃，如何提供給消費者更豐富和多元的感官體驗。研究結果發現，概念店在吸引顧客願意前來接觸品牌及主動體驗上更具魅力，也更能進一步促成購買行為的發生，進而提升轉換率，甚至更容易讓新客快速成為鐵粉，這對於強化顧客對品牌的情感聯結，提升顧客對品牌的忠誠度具有重要意義。Due to the development of internet technology and the COVID-19 epidemic, online shopping has posed a great threat to brick-and-mortar stores, which are forced to transform to present their value of existence to satisfy the new generation of consumers with changing preferences. Since then,"concept stores" (also known as "experiential stores") have been gaining attention because they provide a unique brand experience (Jones et al., 2010), allowing consumers to more deeply appreciate the value and meaning of the brand, which is essential for creating brand appeal and enhancing customer loyalty. However, previous studies have not systematically dissected the external behaviors and internal thoughts of consumers during the concept store experience to understand the role of concept stores in each stage and how they demonstrate their value.This study will use Kotler's (2017) book, "Marketing 4.0: The Whole Thinking of Winning Customers in the Era of New Virtual Reality Fusion", as the theoretical basis to analyze the concept store business models of three companies with different product types. The study found that the concept stores are very attractive to consumers. The study found that concept stores are more attractive in attracting customers to come to the brand and actively experience it, and they are more likely to lead topurchase behavior and increase the conversion rate, and even make new customers become fans quickly, which is important to strengthen customers' emotional connection to the brand and enhance their loyalty to the brand.