| 摘要: | 現今，台灣直銷產業面臨消費者可選擇的同類商品變多和網路商城的競爭及惡意的直銷商破壞。在這樣的條件下，新的競爭者將商品賣到消費者手裡更需要嚴謹的策略性思考和規劃，才能順利在競爭激烈的環境中存活。
台灣直銷產業有一家韓國艾多美公司的在台分公司，該公司在同類商品競爭中，以網路商城的通路方式、具吸引力的價格及創新的獎金制度在短時間內獲得高市佔率。本研究以這個個案公司為研究對象，自經營者角度出發，分析其優勢、劣勢、機會和威脅，探討其在產業中的競爭優勢。本研究並以深度訪談法收集消費者、直銷商及行政人員的意見與公司經營現況，進行商品分析、探討會員註冊方式、網路商城購買流程、與商品行銷策略，並綜整分析個案公司的商城經營模式，最後，利用SWOT分析法和五力分析法提供可行的競爭策略建議。
研究結果發現，X公司針對不同商品，提高獎勵點數的行銷手法，能顯著提升銷售量。本研究建議X公司可進一步善用現有的高會員人數的網路外部性優勢，提高網路商城的購買量與營收。最後，本研究依據X公司SWOT分析和五力分析結果，提供X公司經營上的實務建議。
;Nowadays, Taiwan’s direct selling industry is facing the following challenges: more similar products or options for consumers, competitions from other online stores, and malicious destruction from unregistered direct selling businesses. Under a condition like this, a new direct selling company must have rigorous strategic thinking and planning in order to sell their products and survive in the industry.
Atomy Taiwan（X Company）, which is a branch of Atomy Korea, gains a high market share in a short period of time by running an online store and adopting smart pricing and bonus strategies in the industry. The research takes a case study method to analyze the strengths, weaknesses, opportunities and threats of X Company to explore its competitive advantages in Taiwan’s direct selling industry. The research is conducted using in-depth interviews with consumers, direct sellers, and company administrators to learn their perspectives and collect information about the company’s operation status. Data collected is used to assess their products, member registration methods, online shopping process, and marketing strategies. Based on the findings from overall analysis, SWOT analysis and Five Forces analysis, the research provides suggestions on possible competitive strategies.
The research finds that when there are various products, increasing bonus points helps boosting sales volumes. In addition, the more members they have, the larger their purchase amounts would be. Accordingly, this study suggests that X company utilizes network externality and maximizes the value of their online stores. Practical suggestions based on X Company’s SWOT Analysis and Five Forces Analysis concludes the paper. |
