藍天電腦轉型電腦商場經營分析

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/68529

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题名:	藍天電腦轉型電腦商場經營分析
作者:	陳學文;CHEN,HSUEH-WEN
贡献者:	高階主管企管碩士班
关键词:	大型商場通路;商業地產;通路經營策略;shopping mall;commercial real estate;channel strategies
日期:	2015-07-09
上传时间:	2015-09-23 11:58:19 (UTC+8)
出版者:	國立中央大學
摘要:	最近十年的中國發生翻天覆地的經濟變化，驚人的經濟成長讓全世界都把目光焦點聚集到睡醒的獅子身上，十四億人口的消費能力持續被開發及提升。此其中，由於其廣大的土地政策、積極深化改革、城鎮化的擴張及有序的產業發展策略，讓大型商業不動產起到了馬車頭作用，引領著商業發展快速變革。隨著生活水平普遍性提高及消費習性的轉變，3C類商品因應科技發展不斷的推陳出新，創造出3C產業的蓬勃發展，再依著中國零售業的逐年快速發展趨勢，中國大型商業不動產及 3C產業零售通路的關係密不可分，惟此時因應網路商店與電商平台產生另一波對大型商業不動產的沖擊，加上近年大量商場購物中心興起形成消費的高度分流，因此，實體購物中心或3C零售通路電腦商場產業的未來發展走向將是值得關注的。本研究個案選擇了台灣藍天電腦旗下「百腦匯(中國)投資有限公司」做為第一家到中國發展 3C零售通路經營電腦商場的台灣企業，百腦匯以其獨特的企業經營模式與策略，自 1998年在上海開出第一家電腦商場以來，成立的16年間隨著中國大型商業不動產發展及因應環境變化不間斷的持續調整其經營策略，在中國大陸市場建立了電腦商場龍頭角色地位也打響了3C零售通路的知名度。此研究透過非 4P 行銷策略分析或方法，而採用分析商業不動產四個要素：「地點」的選取對未來發展的策略變化、「業種」的配套搭配來吸引消費者、「商家」的過濾與要求創造商場經營的雙贏、「管理」來差異化經營的本質；透過這幾個構面分析，分別探討「中國大型商業不動產」發展及「中國3C電腦商場」的台商轉投資公司，了解其成功經營背後的策略思考。在中國大型商業不動產大量供過於求、網路購物崛起的新消費形態、電腦商場充斥的坑、矇、拐、騙的消費誠信問題，實體「店商」與網路「電商」如何透過幾個策略來探討該公司的因應之道，以達到經銷商願意進駐、吸引消費者願意前來、增加消費者到店次數及購買次數？運用大數據管理「提高人流、創造金流」的經營目標，即透過增加前來商場消費人流量，間接提高品牌商與經銷商的吸引度，進而增加商場租金收益極大化，期望成為中國電腦商場的經營霸主。最後針對未來因應年輕世代對網路運用的純熟度，如何與目標客群做好溝通及利用O2O (online to offline)科技工具運用提出改進的方向及對此提出具體的建議。 ;In the last decade, China has undergone tremendous changes in the economy. It delivered astonishing growth to trigger the attention of the world on the awakening lion, and the 1.4 billion China people boosted their purchasing power continuously. Meanwhile, the eco-system of widespread land policy, aggressive evolution, expanding urbanization, and sequential industry development resulted in the booming role of large-scale commercial real estate, to lead the fast moving development in China economy. With the turnaround of living quality and consuming behavior, 3C commodities presented highly innovative trend in respond to technology advancement, and aligned closely with upward tendency of China retail industry. It’s obviously that e-commerce has caused huge impact recently to offline business in real estate territory, and the increasing shopping mall also diversified consumption type. Hence, the future direction of shopping mall and 3C retail channel will be noteworthy. This Case Study picked "Buynow (China) Investment Co., Ltd." , a subsidiary company under Taiwan Clevo group, as pilot to China retail channel of 3C commodities. Started from the first retail mall at Shanghai in 1998, Buynow has built up unique model and flexible strategy in past 16 years, and established its leading role in China computer retail channel. The survey is conducted in non-4P marketing method, using the four elements in commercial real estate instead: “Location” selection for strategy adjustment, “Business type” solution for sales stimulation, “Merchant” requirement for profit generation, and “Management” strategy for market differentiation. These dimension provided a comprehensive angle to deep dive the strategic thinking of China large-scale real estate development, as well as China 3C mall operated by Taiwan subsidiary company. There are many brutal facts ahead: oversupply of China large-scale real estate market, consuming trend from e-commerce business, cheating and untrusted issues in 3C mall model, dilemma of going to online or offline. Our key objective is to find out how can we increase both merchant supply and buyer demand? How can we leverage with big data to bring in traffic and profit? How can we optimize the rental profit and stay on top of China 3C mall channel? Lastly, how we can communicate with internet generation effectively through the O2O(Online to offline) tools? We would like to provide solid suggestion for all objectives above.
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