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| Title: | 自行車人身用品產業之策略行銷與商業模式分析-以品牌商Rapha為例
Strategic Marketing Analysis and Business Model Canvas of Cycling Clothing Industry - A Case Study of Rapha Racing Ltd. |
| Authors: | 楊偉君
Yang, Wei-Chun |
| Contributors: | 巫立宇
張元晨
楊偉君
Yang, Wei-Chun |
| Keywords: | 策略行銷4C理論
商業模式圖
自行車人身用品
會員制
跨國企業
Strategic Marketing 4C Structure
Business Model Canvas
Cycling Clothing Industry
Membership
Multinational Enterprise |
| Date: | 2021 |
| Issue Date: | 2021-09-02 18:20:44 (UTC+8) |
| Abstract: | 自行車運動兼具代步、健身與競速等多重功能，近年來正往精緻化與高端化發展。而騎士所使用的人身用品因應騎乘車款的不同，越發要求其須具備設計感、性能，且能彰顯個人特色。本篇論文所分析的個案公司Rapha Racing Ltd.，自2004年創立以來，即以提供高性能、簡約耐看、與專業選手同級的人身用品為價值主張，幫助騎士克服各式各樣的氣候與騎乘情境。如今Rapha推出的產品於全球110多國銷售，並在歐洲、美洲、亞洲開設了23個直營店面。Rapha轄下的會員制俱樂部Rapha Cycling Club則為全球運營體系，超過17,000位付費會員可在擁有直營店的國家享受會員服務與參與實體活動，是目前全世界規模數一數二大的自行車社群。
本研究採用策略行銷4C理論與商業模式圖作為理論分析基礎，加上次級資料以及與Rapha Taipei兩位高階經理人的質性訪談結果，探討Rapha在自行車人身用品領域，於全世界得以暢銷且擁有眾多忠實顧客的關鍵因素。研究結果發現，Rapha在明確的價值主張下將其價格帶訂於中高價位，加上其品牌效應、高品質服務及用戶網絡，使其外顯單位效益成本（C1）得以彰顯。對商品特性的詳細解說、具體的產品使用情境圖以及直營店面，得以降低買者的資訊搜尋成本（C2）。Rapha亦相當注重消費者權益，對所銷售的商品提供四大保證藉以降低買者的道德危機成本（C3）。最後，Rapha透過產品本身卓越的性能，以及會員制度、在地化與全球性的騎士社群讓消費者持續與該品牌互動，提高買者的專屬陷入成本（C4）。本研究建議，就Rapha所擁有的品牌力與資源，未來可透過新增關鍵夥伴、拓展通路範圍與目標客群的方式，增加Rapha的市場範圍且創造更多商機。
Cycling is an exercise that includes the following traits, such as transportation, fitness, racing, etc. In recent years, the development of cycling clothes also need to have excellent features, unique design and provide personal style. The case of this research, Rapha Racing Ltd., was founded in 2004 and aimed at providing finest and stylish cycling clothes for every cyclists, helping them to conquer with every situation and weather. Until now, Rapha’s cycling clothes have been sold with over 110 countries and operated 23 directly-operated stores in Europe, North America and Asia. Besides, the Rapha Cycling Club, which is transnational community of cycling enthusiasts, gather over 17,000 paying members around the world nowadays.
The methodologies this research adopts are Strategic Marketing 4C Structure, Business Model Canvas and in-depth interview in order to understand key success factors of Rapha Racing Ltd. Research findings indicate that the brand power, high-quality service and user network make buyer cost / buyer utility (C1) to be competitive among other competitors. Secondly, detailed information, picture scenarios and regular chain store makes consumers’ information acquisition cost (C2) to be reduced. Thirdly, Rapha deeply focuses on consumer rights, provides four service guarantees in order to drop consumers’ moral hazard cost (C3). Finally, within its outstanding performance of products, membership and member-only social network, Rapha successfully enhances consumers’ asset specificity cost (C4), and sustains deep relationships with their consumers.
In order to generate more customers and revenue, it is suggested that Rapha Racing Ltd. should use its brand power and resources to build more partnerships and distribution channels in the future. |
| Reference: | 一、中文文獻
1. 邱志聖（2020），策略行銷分析－架構與實務應用（五版）。臺北市：元照
2. 巫立宇、邱志聖（2015），銷售與顧客關係管理，臺北市：新陸
3. Osterwalder, A., Pigneur, Y.（2012），獲利世代：自己動手，畫出你的商業模式（尤傳莉譯），臺北市：早安財經文化
二、網路文獻
1. Bailey Richardson (2017, October 13). Why Rapha is the new Harley-Davidson. Retrieved December 17, 2020, from https://research.people-and.com/why-rapha-is-the-new-harley-davidson-3981832d83b8
2. Benjamin Topf (2020, May 29). Rapha’s legacy – the RCC and its devout following. Retrieved December 17, 2020, from https://granfondo-cycling.com/rapha-cycling-club-summit/
3. Caley Fretz (2018, October 13) What’s happening at Rapha? An interview with founder Simon Mottram. Retrieved December 17, 2020, from https://cyclingtips.com/2018/10/whats-happening-at-rapha-an-interview-with-founder-simon-mottram/
4. Cycling Today. Louis Vuitton in talks to acquire Rapha. Retrieved December 17, 2020, from https://cycling.today/louis-vuitton-in-talks-to-acquire-rapha/
5. EMR. Global Bicycle Market: By Product: Mountain, Hybrid, Road Bicycles; By Price: Premium, Mid Range, Low Range; By Technology: Electric, Conventional; By End Use: Men, Women, Kids; Regional Analysis; Historical Market and Forecast (2016-2026); Market Dynamics; Competitive Landscape; Industry Events and Developments. Retrieved December 17, 2020, from https://www.expertmarketresearch.com/reports/bicycle-market
6. Grand view research (2020, June). Cycling Wear Market Size, Share & Trends Analysis Report By Product (Cycle Wear Apparel, Cycle Wear Accessories), By Distribution Channel, By Region, And Segment Forecasts, 2020 – 2027. Retrieved December 17, 2020, from https://www.grandviewresearch.com/industry-analysis/cycling-wear-market
7. Guido Schild (2019, April 18). Rapha is not a brand, it’s brand community management at its best. Retrieved December 17, 2020, from https://www.brand-experts.com/brand-best-practice/brand-community-management/
8. James Witts (2017, September 16). The rise of Rapha. An interview with Rapha`s founder, Simon Mottram. Retrieved December 17, 2020, from https://www.bikeradar.com/features/the-rise-of-rapha/
9. Leanluxe. (2017, March 7). Rapha’s 12 year financials just landed in our inbox. Here’s what we learned. Retrieved December 17, 2020, from http://leanluxe.com/raphas-12-year-financials-just-landed-in-our-inbox-heres-what-we-learned/
10. Rapha Racing Limited (2011, December 15). KTC CHINA. Retrieved December 17, 2020, from https://www.rapha.cc/us/en_US/stories/ktc-china
11. 單車時代 （民104年2月13日）。流言集中營：探索高端車衣的真實價值。
取自：http://cyclingtime.com/tw/documents/4831.html。擷取日期：2020年12月17日
12. 單車時代 （民109年12月11日）。終於入手一套Rapha，卻給我脫線。取自：http://cyclingtime.com/tw/documents/10598.html。擷取日期：2020年12月17日
13. 欣傳媒（民109年1月22日）。【2020車友大調查】車衣品牌統計 - 我們的衣櫃裡永遠少一套車衣。取自：https://solomo.xinmedia.com/bike/177453-2020WearStyle。擷取日期：2020年12月17日 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363062 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363062 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101294 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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