台灣家飾品牌全通路佈局-以Finara費納拉精品家飾為例

Abstract

後疫情時代消費者行為旅程的變化，同步也影響了消費者對於一個品牌的行銷接觸點。我們每天OTO (Online to Offline)，線上、線下，手機、電腦的切換，接收品牌來自實體店面與社群媒體的多重訊息。在虛實整合的時代OMO (Online Merge Offline)，可以說通路就是媒體，媒體也就是通路，零售業已經進入全通路時代：客服渠道的整合、自動化再行銷、個人化與即時性的對話式商務，本研究在於探討台灣精品家飾Finara費納拉公司的全通路佈局與運用，最後以研究結果建議個案公司，強化全通路整合，幫助提升顧客忠誠度，進而有效提升業績。關鍵字：消費者行為旅程、行銷接觸點、全通路、精品家飾Abstract The changes of consumer behavior journey in the post-epidemic era, also affect consumers' marketing touchpoints on a brand. We switch OTO (Online to Offline), and use devices such as mobile phone and computer every day, and receive multiple brand messages from physical stores and social media. In the era of OMO (Online Merge Offline), it can be said that the channel is the media while the media is the channel, and the retail industry has entered the era of Omni-Channel, which includingthe customer service integration, marketing automation, personalize and instant conversational-commerce. The study is to find the Omni-Channel deployment of Taiwan Home Décor brand, Finara Int’l ltd, and to suggest what aspects need to be strengthened, and how Omni-Channel integration can help to improve customer loyalty, and further increase sales volume effectively.Keywords: Customer Journey, Marketing Touchpoints, Omni-Channel, Home Décor