整合行銷微型企業之創業歷程

Abstract

本研究計畫由訪談創辦人陳述該微型企業作為一家整合行銷公司的核心業務範疇，包含線上及線下行銷、活動企劃、媒體公關等專業服務，組織架構也廣泛與相應單位配合之創業歷程。新冠疫情爆發期間，實體活動被迫大量取消或延期，對公司活動企劃業務帶來重大衝擊。因應之道是大力發展線上活動、團購銷售、以及線上購物等數位化方案，並協助合作廠商進行轉型升級，以因應防疫期間營業額的影響。

另一方面，疫情期間人們被禁足在家的非常時期，反而帶動了公司的團購業務量大幅成長。線上購物的消費習慣已經深植人心，這股趨勢將持續發展，疫情趨緩也不會完全回歸實體模式。公司在疫情期間的具體做法是自營開發團購網紅和銷售平台，與各類供應商合作，提供只有在團購才擁有的優惠價格，滿足禁足在家民眾的需求。

進入後疫情時代，公司的策略是持續強化線上銷售能力，同時重啟實體活動業務，並推出線上線下跨領域整合行銷活動，發揮公司的整合行銷優勢。另一方面公司也切入保健食品市場，與美國知名大廠合作保健食品，強調產地到合格生產的把關理念，運用公司的行銷專業來區隔其他品牌。創辦人期許公司能持續創新、強化跨界整合行銷核心能力，成為引領市場趨勢的領導品牌，並發展更多優質自有品牌產品。This research project, based on an interview with the founder, outlines the core business scope of a micro-enterprise functioning as an integrated marketing company. Its services include online and offline marketing, event planning, media relations, and public relations. The organizational structure collaborates extensively with corresponding units throughout the entrepreneurial journey.During the COVID-19 pandemic outbreak, physical events were largely canceled or postponed, significantly impacting the company's event planning business. In response, the company heavily developed digital solutions such as online events, group buying sales, and online shopping. They also assisted partnering manufacturers in transformation and upgrading to mitigate the impact on revenue during the pandemic period.

On the other hand, the extraordinary period of home confinement during the pandemic led to a substantial growth in the company's group buying business. Online shopping habits have become deeply ingrained, a trend expected to continue developing even as the pandemic subsides, without fully reverting to physical modes. The company's specific approach during the pandemic was to self-develop group buying influencers and sales platforms, collaborating with various suppliers to offer exclusive group buying discounts, meeting the needs of people confined at home.

Entering the post-pandemic era, the company's strategy is to continuously strengthen online sales capabilities while restarting physical event business. They are launching cross-domain integrated marketing activities that combine online and offline elements, leveraging the company's integrated marketing advantages. Additionally, the company has entered the health food market, collaborating with renowned American manufacturers. They emphasize the concept of control from origin to qualified production, utilizing their marketing expertise to differentiate from other brands. The founder aspires for the company to continue innovating, strengthening its core competency in cross-industry integrated marketing, becoming a leading brand that sets market trends, and developing morehigh-quality proprietary brand products.