未來智慧商城的商業模式之關鍵成功因素

Abstract

隨著電子商務的興起，人們不再需要到現場就能進行購物，資訊科技改變了人們的生活，也改變了人們的消費習慣。這些改變對傳統的購物中心帶來的極大的衝擊，多項研究指出，接下來的15至20年間，美國有一半的購物中心會消失，而根據麥肯錫的研究指出，未來成功的購物中心須掌握的元素包括：引入服務與生活體驗(Lifestyle)、採用新科技改善顧客體驗以及加入獨特的建築設計元素，究竟科技所帶來消費習慣的轉變、全球經濟環境變遷以及新穎的定位技術，如iBeacon的出現，購物中心應如何回應？

本研究以iBeacon為例，在商業模式草圖的架構下探討一未來智慧商城可能的商業模式，再利用四大構面：獨特性、重複力、獲利力和規模力，邀請專家、學者，藉由層級分析法對未來智慧商城商業模式進行評估，找出相關的成功關鍵要素，評估構面依序為：「獨特性」、「重複力」、「獲利力」和「規模力」。而此商業模式的關鍵成功要素為：「以消費者為核心的服務和社交體驗」、「新穎的即址行銷和O2O購物體驗」，以及「顧客關係」，顯示當實體購物對人們而言不再是必要時，購物中心需要提供虛擬通路無法取代的獨特之處來吸引顧客上門，商城經營的重點從租金收益管理轉為「提供獨特誘因讓顧客上門」，獨特性凌駕在獲利力之上，同時，結果也顯示商城會提供越來越多的服務與社交體驗，購物只是其中功能之一，並利用科技改善購物體驗和顧客關係，管理商城的方式會越來越趨向在管理商城的內容。

As E-Commerce has rise, people don’t have to show their presence for shopping. Information technology has changed people’s lives and purchasing behavior. These changes have made a huge impact to shopping center in U.S. According to Business Insider, 50% of the shopping center in U.S will disappear in the next 15 to 20 years. McKinsey Research indicates successful players have to invest on three key elements; Experience and Convenience, Technology and Multichannel Strategy and New Formats & Design. As technologies have changed the purchasing behavior such as the new development of location-based technology, iBeacon. What the future shopping center will be?

This thesis first take iBeacon as an example to explore a possible business model of smart mall through literature review. Next, experts are invited to evaluate the proposed business model with the Analytic Hierarchy Process (AHP) methodology with four main criteria namely, uniqueness, repeatability, profitability and scalability. At the end, criteria the Key Successful Factors for the future business model are determined.

The results show the priority of main criteria followed as: uniqueness, repeatability, profitability and scalability. The Key Successful Factors of this business model are “The consumer-centric service and social experience”, “Location-Based Marketing and Online to Offline shopping experience” and “Customer Relationship”. The research shows when shopping in presence is no longer necessary, a Shopping Center has to attract consumers by providing irreplaceable uniqueness. The mindset of running a shopping mall should transform from profit-centric to uniqueness-centric. At the same time, results also indicate shopping center will provide more services and social experiences, by improving purchasing experiences and customer relationship through technology. Shopping will simply become one of the many functions provided by a shopping center. Malls will be managed more similar to managing content and media in the future, instead of managing real estate currently.