| 摘要: | 秀才不出門能知天下事在現代生活昇華的體現應為: 秀才不出門能購天下物,網路超市經營策略之探討的主要概念來自於遠程監控(Web-based remote monitoring service)之科技應用,利用SCADA軟件並透過internet平臺將文字,劃面,聲音等訊息將所有超市資訊傳遞至購買者眼前以達虛擬實境(virtual reality)如親臨現場之採購情境,其主要工具及理論應用如下: 一.IT 資訊科技平台: (一) 資料查詢 / 知識管理 (二) SCADA- Supervisory Control And Data Acquisition (三) 遠程監控 (四) 虛擬實境 二. 行銷策略分析與應用 (一) 兩岸及日本超市發展沿革 (二) STP: 市場區隔/目標顧客/市場定位 (三) 4P定位與策略: 產品 / 價格 / 通路 / 行銷 三.策略管理矩陣分析與應用 (一) 行銷策略-現況產品與營業概況 (二) 行銷策略矩陣-經營流程及價值觀願景 四.JIT Logistics及時物流 (一) 物流方式(自取/配送/原產地直接配送) (二) 物流經營流程及價值觀 本研究乃藉由以問卷調查的模式，針對兩岸及日本超市之經營模式以探討網路超市是否有效的解決了現行超市所面臨之相關問題，且此一網路行銷的模式可否運用於其他產業，所得結論如下： 1. 網路超市與其行銷的模式是有效的，但是其充分條件為資訊科技平台之建立必須達到不低於 JIT Logistic及時物流的能力。 2. 此一模式與其它服務行業相同，要成為最具代表性的巨場-GIANT MARKET以取代現有之超市、大賣場，重要因素的Top 5為: (1).有競爭力的價格(規模經濟)及 (2).大數量商品種類(範疇經濟),此兩者屬行銷策略分析與應用之一環, (3).專業客戶服務(此為策略管理矩陣分析與應用之範疇), (4).方便的交通(JIT Logistics及時物流應可解決此一問題), (5).強大電腦功能的支援(建立一有效之IT 資訊科技平台) 3.藉由巨場-GIANT MARKET以提供範疇經濟之大數量商品種類及規模經濟之競爭力價格並結合先進之IT 資訊科技平台以提供無遠弗屆之網路超市平檯進而解決交通及物流之問題以達專業客戶服務之最終目的.There is an old saying, “Without going out, a scholar can still get news from around the world.” In modern society, it should be “Without going out, everyone can still buy goods from the platform/internet.” The main idea to investigate the possibility and capability of “online supermarkets” comes from the technological use of Web-based remote monitoring service. By using SCADA program, all words, pictures and sounds/videos of information of supermarket can be transmitted through the internet to customers’ computers. Then it forms a shopping environment online (virtual reality), as if the customers are doing a “on-the-spot shopping” The followings are the technologies and methodologies: A.IT Technological Information and Programs: (a) Data mining / Knowledge management, (b) SCADA- Supervisory Control And Data Acquisition, (c) Wed-based Remote Monitoring Service, (d) Virtual Reality B. Analysis and Application of Sales Promotion Strategic Planning (a) Evolution of Supermarkets In China ,Taiwan and Japan, (b) STP: Segmentation, Targeting, Positioning, Marketing, (c) 4P Proposition and Strategies: Products / Prices / Place / Promotion C. Analysis and Application of Matrix of Strategic Management on Promotion (a) Strategic Promotion-Current products and general situation of business (b) Matrix of Promotion Management-Progress of business Operation and Value proposition D.JIT Logistics- Just In Time Delivery System & Service (a)Ways of Logistics (Taking by Oneself/Delivery/Direct Delivery From Origin) (b) Logistic process and Value proposition This investigation is in accordance with the results of the questionnaires of Taiwan, China and Japan; the feasible and valuable conclusion is as follows: A) Online Supermarket is effective & feasible business mode, it needs to integrate the IT Technological Information and Programs with Just In Time Delivery System & Service. B) Same as other industries, the 5 KSFs of a GIANT MARKET which will dominate the traditional Supermarket are: 1. Competitive Price (Scale economy), and 2. Wide sorts and inventory (Category economy), c. Over Exceptional Service, d. Convenient Traffic, e. IT Technological Information and Programs C) The ultimate purpose is to set up a GIANT MARKET with Online service, in order to provide wide sorts of competitive products, by integrating with IT Technological Information and Programs to resolve Traffic & Logistic issues , therefore to accomplish the World Class Service network. |
