提升資通訊技術至知識進化優勢之典範轉移:以消費者為中心的商業模式策略

Abstract

電子商務的崛起使得零售業正面臨著前所未有的挑戰，由於消費者大量使用移動設備，透過網際網路與社群媒體取得更多更廣泛的資訊，並能快速地接收許多跨國界的資訊， 企業與消費者的互動左右了企業的存活。 近年來在商業趨勢上熱烈討論的議題，從全通路、社群經濟、共享經濟、O2O等趨勢，環繞著以消費者為主體的核心概念： 由消費者掌控主控權，在對的時間對的地點與其互動，提供消費者需要的產品與服務。同時也從文獻的調查結果發現：消費者持續穩定的與企業互動，企業與消費者互動，消費者與消費者互動，以及企業與企業互動，已廣泛地出現在以ICT技術為中介的市場行銷環境中。 本研究以服務主導邏輯的行銷策略為基礎，重新定義在新的數位時代影響下，依照本研究架構之推論提出八項研究論述主張， 以作為數位時代行銷策略規劃之參考。

The rise of e-commerce makes the retail industry is facing unprecedented challenges due to the large number of consumers using mobile devices to obtain more extensive information through the Internet and social media, and can quickly receive a number of cross-border information, enterprise interaction with consumers about the survival of the enterprise. In recent years, the question on business trends lively discussion from the full path, economic community, sharing economy, O2O and other trends around the core concept of the consumer as the main: the consumer control mastership, at the right time Location interact, providing consumers with needed products and services. By the organize and synthesize findings from the literature using a framework structured around four key interactions in computer-mediated environments: Consumers sustained interaction with enterprises, enterprises interact with consumers, consumers interact with consumers and businesses to engage with companies, it has been widely appear in ICT technology-mediated marketing environment. In this study, service dominant logic of marketing strategy is based on redefined in the new digital era influence, in accordance with the inference of the research framework of the proposed eight studies discussed advocated as a reference digital age of marketing strategy planning.