資訊管理學報
黃莉婷;張禾坤;陳秋鈴;王嘉珍;
頁: 23-47
日期: 2023/01
摘要: 傳統餐食業競爭激烈，不僅面對同業競爭，也要因應消費習慣與世代交替所帶來的挑戰。在面臨門市店營業額下降，甚至必須關掉一個門市的困難之下，金園排骨進行產品創新並進軍陌生的電商平台。2011年到2021年期間，不斷地調整策略與創新產品，在競爭激烈的電商平台建立品牌優勢，進而改變與顧客互動的方式並提供一致性的顧客服務體驗以留住顧客，且將此品牌優勢注入實體門市，提升了實體與虛擬通路營業額。雖然金園排骨沒有優異的資訊科技能力，但其運用外部資源與夥伴的能耐，逐漸完成虛實整合的數位轉型。 個案分析係透過：商業模式創新，分析金園排骨在商業模式上的改變，如顧客價值、顧客關係與提供顧客體驗服務的方式；數位轉型發展階段，分析金園排骨在數位轉型不同階段的改變與重點發展；數位化行銷之數位就緒，分析金園排骨在進行虛數位化行銷策略時的轉型方式與顧客於服務旅程之體驗的重要性。本個案能帶領學生了解改變對顧客的價值主張、互動關係、顧客體驗、產品服務化、虛實通路的互補等方式，在數位轉型發展歷程中的重要性。
關鍵字: 商業模式創新;數位轉型發展階段;數位化行銷之數位就緒;虛實整合;傳統便當店;
Abstract: The traditional catering industry is fierce competitive. Companies in this industry don’t only face the competition from the same industry, but also respond to the challenges from changing consumption habits and generational change. Facing the difficulties of declining sales of stores and even having to close one store, the Kingport do their best to proceed product innovation and head into the unfamiliar e-commerce platforms. During the period from 2011 to 2021, the Kingpork aims to establish brand competitive advantage in the highly competitive e-commerce platform, transform the way of interacting with customers, and then provide a consistent customer service experience to retain customers by constantly adjust strategies and innovative products and service offerings. Based on the Kindporks’ efforts, the established brand competitive advantages are spilled over into the physical stores and then greatly improve the sales both in physical and virtual channels. Although the Kingpork does not have excellent information technology capabilities, it utilize external resources and competencies of partners outside to gradually achieve the digital transformation by integrating virtual and physical channels. The case analysis is based on three theoretical bases. The first one is business model innovation, which could be used to analyze the innovation of the business model, including customer value, customer relationship, as well as the way of providing customer experience services. The second one is developmental phases of digital transformation, which could be used to analyze how the Kingpork conduct the change and critical point in different stages of digital transformation. The third one is digital-ready of digital marketing, which could be used to analyze the transformation means conducted by Kingpork in the implementation of digital marketing strategy, as well as the importance of customer experiencing in the service journey. This case can lead students to understand the importance of changing the value proposition for customers, customer interactivity, customer experiencing, product servitization, and complementarity between virtual and physical channels in the development process of digital transformation.
Keywords: Business Model Innovation, Phases of Digital Transformation, Digital-Ready of Digital Marketing, Online and Offline Integration, Traditional boxed meal shop;
瀏覽次數: 18109 下載次數: 879
引用 導入Endnote
頁: 23-47
日期: 2023/01
摘要: 傳統餐食業競爭激烈，不僅面對同業競爭，也要因應消費習慣與世代交替所帶來的挑戰。在面臨門市店營業額下降，甚至必須關掉一個門市的困難之下，金園排骨進行產品創新並進軍陌生的電商平台。2011年到2021年期間，不斷地調整策略與創新產品，在競爭激烈的電商平台建立品牌優勢，進而改變與顧客互動的方式並提供一致性的顧客服務體驗以留住顧客，且將此品牌優勢注入實體門市，提升了實體與虛擬通路營業額。雖然金園排骨沒有優異的資訊科技能力，但其運用外部資源與夥伴的能耐，逐漸完成虛實整合的數位轉型。 個案分析係透過：商業模式創新，分析金園排骨在商業模式上的改變，如顧客價值、顧客關係與提供顧客體驗服務的方式；數位轉型發展階段，分析金園排骨在數位轉型不同階段的改變與重點發展；數位化行銷之數位就緒，分析金園排骨在進行虛數位化行銷策略時的轉型方式與顧客於服務旅程之體驗的重要性。本個案能帶領學生了解改變對顧客的價值主張、互動關係、顧客體驗、產品服務化、虛實通路的互補等方式，在數位轉型發展歷程中的重要性。
關鍵字: 商業模式創新;數位轉型發展階段;數位化行銷之數位就緒;虛實整合;傳統便當店;
The ten-year development of the traditional boxed meal shop struggling to gorgeous transformation— Online and offline integration of Kingpork Co., Ltd.
Abstract: The traditional catering industry is fierce competitive. Companies in this industry don’t only face the competition from the same industry, but also respond to the challenges from changing consumption habits and generational change. Facing the difficulties of declining sales of stores and even having to close one store, the Kingport do their best to proceed product innovation and head into the unfamiliar e-commerce platforms. During the period from 2011 to 2021, the Kingpork aims to establish brand competitive advantage in the highly competitive e-commerce platform, transform the way of interacting with customers, and then provide a consistent customer service experience to retain customers by constantly adjust strategies and innovative products and service offerings. Based on the Kindporks’ efforts, the established brand competitive advantages are spilled over into the physical stores and then greatly improve the sales both in physical and virtual channels. Although the Kingpork does not have excellent information technology capabilities, it utilize external resources and competencies of partners outside to gradually achieve the digital transformation by integrating virtual and physical channels. The case analysis is based on three theoretical bases. The first one is business model innovation, which could be used to analyze the innovation of the business model, including customer value, customer relationship, as well as the way of providing customer experience services. The second one is developmental phases of digital transformation, which could be used to analyze how the Kingpork conduct the change and critical point in different stages of digital transformation. The third one is digital-ready of digital marketing, which could be used to analyze the transformation means conducted by Kingpork in the implementation of digital marketing strategy, as well as the importance of customer experiencing in the service journey. This case can lead students to understand the importance of changing the value proposition for customers, customer interactivity, customer experiencing, product servitization, and complementarity between virtual and physical channels in the development process of digital transformation.
Keywords: Business Model Innovation, Phases of Digital Transformation, Digital-Ready of Digital Marketing, Online and Offline Integration, Traditional boxed meal shop;
瀏覽次數: 18109 下載次數: 879
引用 導入Endnote