地標型禮品店之創新營運模式研究：以T公司為例

Abstract

過去三年，全球旅遊及商業活動因為Covid-19而受到重創，對於依賴中國大陸及日本觀光客的T公司觀景台及禮品店造成了來客數雪崩式的衝擊，在這種情況下，禮品店為因應不受觀光人潮數的影響，採取了策略性的調整增加精緻禮品及商務伴手禮，將重心轉向增加以吸引本國人，創造主題式的高空場域規劃並推出國內旅遊優惠方案等，以滿足現代人喜好的拍照和打卡需求，吸引本地遊客，隨著觀光客結構改變，禮品店調整商品開發策略，注重與台灣品牌的合作、節日禮盒商品等，以貼近當下消費趨勢，並在疫情緩和之後逐漸見效。然而，隨著疫情的緩解，外籍觀光客人潮雖逐漸回升仍未回到疫情前的來客人潮數，整體營收較疫情前有所突破，然而卻未能因來客數增加等比的提升營收業績，故為因應不受觀光人潮影響持續有創新的營運發展，以及面對疫情後的市場變化和消費者期望，本研究藉由設計思考的流程，通過市場洞察和消費者反饋，探索消費者的需求和喜好，從理解消費者需求、定義問題、發想創意解決方案、透過原型測試，再回應到消費者的反饋，期望找出觀光客與消費者預期的落差，研究者以個案研究及訪談法研究方式，運用設計思考方法，致力於創造更具吸引力的商品和服務體驗之探討，歸納出「設計、功能、永久性及陳列布局」四大面向來對應以下幾點作為未來改善建議：1.個人化富外觀造型設計之輕巧型包裝，使旅客送禮得宜攜帶便利的重要性。2.獨特標誌結合在地設計及文化感，設計表現及創意包裝，強化商品持久性。3.強化商品獨特性與精緻感，只有這裡才買得到，線上購買延長旅行記憶點4.除了商品以外的紀念性意義，內部整合達到體驗的價值創造5.禮品店在旅行中所扮演的重要性，傳遞在地文化的正面形象。6.地標禮品店的演進不僅是實體零售店體驗。Over the past three years, global tourism and business activities have been severely impacted by Covid-19, which is a devastating blow to the operations of T Company observation towers and gift shops that rely on tourists from mainland China and Japan. In response to the decline in tourist numbers, gift shops have made strategical adjustments by providing more designer gifts and corporate gifts to local consumers. The focus has been shifted to attracting domestic visitors by creating themed events at high-floored venues and launching domestic travel schemes, which provide modern visitors with social media check-in and photo opportunities . As the demography of tourists changes, gift shops have adjusted product development strategies. With more focus on collaboration with Taiwanese brands and creating holiday gift sets, the new strategies align with current consumer trends and have been proven rather effective after the pandemic.However, with the easing of the pandemic, foreign tourists have gradually returned, although yet to catch up with the pre-pandemic levels. While overall revenues have seen improvements compared to pre-pandemic times, the rise in visitor numbers fails to bring proportional increase to profits. This study employs the model of design thinking process to address the following issues: the continuous need for innovative operational development unaffected by tourist flows, to adapt to changes in post-pandemic market, and to meet consumer’s expectations. Firstly, it begins with the exploration of consumer’s needs and preferences. After understanding the consumer’s needs and identifying problems, it moves on to finding creative solutions, prototype testing, then finally making responses to consumer feedback. The study aims to identify expectation gaps between tourists and consumers. With the help of case studies and interviews, the author utilizes design thinking methods, in the hope to discuss various ways to create more attractive products and better service experiences. Four main aspects - product design, functionality, sustainability, and display layout - are addressed in the following suggestions for future improvements:1.Understanding the importance of lightweight packaging. With customized and visually appealing designs, the products should be easy for travelers to carry as gifts. 2.Unique branding must incorporate local designs and cultural essence, with powerful designs and creative packaging to enhance product sustainability. 3 Improving the uniqueness and refined quality of products to offer consumers an exclusive shopping experience. 4. Value creation not only product commemorative but also aim to integrate internally resources alignment5. The important role souvenir shops can play in creating a positive image of localculture for visitors.6.Recognizing the evolution of souvenir shops in important landmarks can go beyond brick-and-mortar retail experiences.