台灣消費者對企業推行線上D2C零售接受度之研究－以行動電話設備廠商三星電子公司為例

Abstract

近年來由於網路世界的快速進步和成長，電信市場也打破了以往行之有年的消費者習慣，人們不再依賴電信業者推出的合約補助購買新的智慧手機，反而更加習慣在網路數位潮流所興起的線上銷售通路進行購買，因此企業在應對這些改變時，必須要思考未來的商業模式是否需要進行調整以及修改經營的策略來迎接未來的重重挑戰。隨著消費者意識升高，新的D2C (Direct to Customers)的銷售、行銷模式也相伴而生。D2C除了在歐美、中國等地擁有高度討論外，有許多產業龍頭和品牌經過嘗試以D2C銷售模式訂立策略後，取得了相當成功的進展，也等於宣吿了D2C銷售模式可能是未來品牌營運的主要趨勢之一。對於電信市場來說，行動電話設備廠商如何掌握D2C的契機，發展與消費者的直接接觸，並將之轉化成為推動產品銷售的機會，是一個相當值得探索的管理問題。

本研究根據相關文獻、報導、網站及書籍等次級資料為基礎，並擷取研究個案公司公開資訊為佐證資料，透過整理焦點團體訪談成員的討論、想法、感受及親身經驗來深入了解消費者的態度，藉以探討個案公司擴大涉入D2C商業模式之可能性，並針對個案公司提出未來推行D2C線上零售通路的策略方向及改善建議。As Internet and web technology has advanced and grown rapidly in recent years, there is a remarkable breakthrough on traditional consumer behaviors in the telecommunication market; people no longer need to rely on the subsidy plan telecommunication companies proposed to purchase new smartphones. Instead, they are now more willing to purchase from online sales channels that emerged from Internet digital trends. Therefore, when enterprises respond to these changes, they must consider whether their future business models need to be adjusted and whether their operational strategies need to be modified to face various future challenges.As consumer awareness increases, new D2C (Direct to Customers) sales and marketing models have emerged. Not only is D2C widely discussed in the U.S., Europe and China, but many industry leaders and brands also use the D2C sales model to formulate strategies, and achieve successful progressions; this also indicates that D2C sales model may become one of the main trends of future brand operations. For telecommunication markets, how mobile phone device manufacturers grasp the D2C opportunity, develop direct contact with consumers and convert them into new business opportunities to promote product sales is a new topic that’s worth exploring in business management.This study was based on relevant literatures, reports, websites, books and other secondary data with extracted, studied cases and public information of companies as corroborating data, as well as organized discussions, thoughts, feelings and personal experiences of focus group interviews to have an in-depth understanding of consumer behaviors to explore new possibilities for case companies to expand involvement with the D2C business model, and propose strategic directions and recommendations to improve the promotion of D2C online retail channels in the future for individual companies.