居家修繕零售業轉型之研究─以T公司為例;A Study on the Transformation of Home Repair Retail Industry: A Case Study of Company T

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題名:	居家修繕零售業轉型之研究─以T公司為例;A Study on the Transformation of Home Repair Retail Industry: A Case Study of Company T
作者:	張仁瑋;CHANG, JEN-WEI
貢獻者:	高階主管企管碩士班
關鍵詞:	零售轉型;居家修繕;市場差異化;社區;Retail transformation;home improvement;market differentiation;community
日期:	2025-05-26
上傳時間:	2025-10-17 12:12:20 (UTC+8)
出版者:	國立中央大學
摘要:	隨著消費市場的變遷，零售業逐漸從傳統商品銷售模式轉向「商品+服務」的經營策略，以提升顧客體驗與品牌競爭力。近年來社區化服務成為零售業轉型的重要趨勢，尤其在居家修繕領域，零售業者透過提供維修與安裝服務來補足消費者的需求缺口。本研究探討零售業如何透過社區修繕服務建立顧客關係，提升品牌黏著度，並分析影響消費者選擇零售修繕服務的關鍵因素。本研究採用深度訪談與市場案例分析，結果顯示，消費者對於「便利性」、「專業度」與「價格透明度」尤為重視，並期望零售業者能提供一站式的購買與服務解決方案。例如，在購買燈具、水龍頭、門鎖等產品時，若能同步提供安裝與維修，將顯著提升購買意願。此外，社區內若能建立固定的修繕據點，提供即時諮詢與預約服務，亦有助於提高顧客滿意度。然而，零售業者在轉型過程中仍面臨挑戰，包括如何確保服務品質的一致性、如何有效管理維修人力資源，以及如何與既有市場競爭者區隔定位。針對此本研究建議零售業者透過專業技術培訓、數位預約平台與會員制服務，來提升服務效率與顧客忠誠度。此外，透過與社區組織及在地工班合作，亦能提升服務的親和力與市場接受度。綜合而言，本研究強調零售業從商品銷售轉向服務經營的必要性，並提出社區化修繕服務作為轉型策略的可行性。研究結果顯示，當零售業者能有效整合商品與服務、提供便利且值得信賴的維修方案，並透過數位科技強化顧客互動與管理，將有助於提升品牌競爭力，並在高度競爭的零售市場中建立差異化優勢。未來研究可進一步探討零售修繕服務的商業模式創新與跨產業合作機制，以評估更具規模化與永續性的經營模式，進一步推動零售業向服務型經濟發展。 ;With the changes in the consumer market, the retail industry has gradually shifted from the traditional commodity sales model to the "commodity + service" business strategy to enhance customer experience and brand competitiveness. In recent years, community-based services have become an important trend in the transformation of the retail industry, especially in the field of home improvement. Retailers fill the gap in consumer demand by providing repair and installation services. This study explores how the retail industry can build customer relationships and enhance brand stickiness through community renovation services, and analyzes the key factors that influence consumers′ choice of retail renovation services. This study uses in-depth interviews and market case analysis, and the results show that consumers attach particular importance to "convenience", "professionalism" and "price transparency", and expect retailers to provide one-stop purchasing and service solutions. For example, when purchasing products such as lamps, faucets, door locks, etc., if installation and maintenance can be provided simultaneously, the willingness to purchase will be significantly improved. In addition, if a fixed repair point can be established in the community to provide instant consultation and appointment services, it will also help improve customer satisfaction. However, retailers still face challenges during the transformation process, including how to ensure consistency in service quality, how to effectively manage maintenance human resources, and how to differentiate themselves from existing market competitors. In response to this, this study recommends that retailers improve service efficiency and customer loyalty through professional technical training, digital reservation platforms and membership services. In addition, by collaborating with community organizations and local work teams, the affinity and market acceptance of the services can be enhanced. In summary, this study emphasizes the necessity for the retail industry to shift from commodity sales to service operations, and proposes the feasibility of community-based repair services as a transformation strategy. The research results show that when retailers can effectively integrate products and services, provide convenient and trustworthy repair solutions, and enhance customer interaction and management through digital technology, it will help improve brand competitiveness and establish a differentiated advantage in the highly competitive retail market. Future research can further explore the business model innovation and cross-industry cooperation mechanism of retail renovation services to evaluate more scalable and sustainable business models and further promote the development of the retail industry into a service-oriented economy.
顯示於類別:	[高階主管企管（EMBA）碩士班] 博碩士論文

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