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| Title: | 自行車人身用品產業之代理商策略行銷與商業模式分析 以唯樂郡有限公司為例
Strategic Marketing Analysis and Business Model Canvas of Cycling Industry Sales Agent-A Case Study of VELO DREAM CO., LTD. |
| Authors: | 施介紘
Shih, Chieh-Hung |
| Contributors: | 巫立宇
林宜霓
Wu, Lei-Yu
Lin, Yi-Ni
施介紘
Shih, Chieh-Hung |
| Keywords: | 自行車產業
唯樂郡
商業模式
策略行銷4C
Cycling Industry
Vélo Dream
Business Model Canvas
4 C framework of strategic marketing |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:36:51 (UTC+8) |
| Abstract: | 因疫情影響下，自行車運動風潮漸起，有分為職業運動、市民競技與休閒騎乘活動類別，除搭配不同車款外，也有適合騎乘的運動車衣與車褲。除了基本運動裝備機能要優良外，有設計質感的車衣，更能彰顯自己的品味。本研究之個案公司為 MAAP品牌車衣代理商唯樂郡有限公司（ Véélo Dream），所代理品牌 MAAP來自澳洲，追求高機能表現車衣與擁有獨特設計感。
本研究以策略行銷4C理論與商業模式圖（ BMC）作為分析工具，再藉由二手資料與訪談唯樂郡單車（台灣正式登記名稱為：唯樂郡有有限公司）創辦人黃信瑋先生的質性訪談結果，探知唯樂郡單車如何經營自行車人身部品產業 MAAP車衣品牌。
研究整理發現，MAAP在台灣價格屬中高價位產品，產品機能優良與獨特設計為一大特色為 外顯單位效益成本（ C1）效益主要部分。而台灣其他地區有經銷商協助銷售MAAP可降低買者資訊搜尋成本（ C2）。唯樂郡單車針對退換貨部分，如果買者不滿意甚至可退錢，減低買者道德風險（ C3）。唯樂郡單車目前無相關會員機制，買者較無後顧負擔，買者專屬陷入成本較低（ C4）。本研究建議除了 MAAP品 牌力外加上唯樂郡單車本身其他資源，可以藉由增加顧客關係、擴展通路與利用關鍵資源增加 MAAP曝光
度，增加唯樂郡單車所代理 MAAP品牌產品營收。
Under the influence of the epidemic, the trend of cycling has gradually emerged, which is divided into professional sports, citizen competition and leisure riding activities. In addition to matching different models, there are also different kinds of bikes and cycling apparel. Besides the excellent functions of basic cycling apparel, the cyclist can show their taste by wearing cycling apparel with unique design. This research company is Vélo Dream, the sales agent of MAAP brand. MAAP is an Australia brand, striving to produce world class and special design apparel, engineered to excel in all conditions.
This case study uses the 4C framework of strategic marketing to know how Vélo Dream deal with four types of transaction costs to suppliers and customers and Business Model Canvas (BMC) to analyze nine business model elements of Vélo Dream. Through second-hand data and the qualitative interview with Xin-Wei Huang, the founder of VELO DREAM CO., LTD., to find out how Vélo Dream operate MAAP in Taiwan.
The research found that the price of MAAP in Taiwan is a mid-to-high-priced product, and its excellent performance and unique design are a major feature, which is the main part of the Cost of Utility (C1). In other region of Taiwan, there are distributors to sale products of MAAP, which can reduce the cost of buyer information searching (C2). If buyer is not satisfied with the products, they can return and exchange them or even refund the money to reduce the buyer`s moral hazard (C3). Nowadays, there is no membership mechanism in the Vélo Dream, so buyers are less burdened, and the cost of buyers is lower (C4). This research suggests that in addition to MAAP`s brand power, and other resources of the Vélo Dream itself, it can increase the exposure of MAAP by increasing customer relationships, expanding channels and using key resources, and increasing the revenue of MAAP brand products. |
| Reference: | 一、中文文獻
1. 邱志聖（2020），策略行銷分析-架構與實務應用（第五版）。臺北市：元照。
2. 鍾欣成（2009），以推理行動理論探討自行車休閒運動參與者之行為意圖，未出版碩士論文，大葉大學事業經營研究所碩士在職專班，台灣彰化。
3. Alexander Osterwalder & Yves Pigneur （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。（原著作出版年：2010）
二、網路文獻
1. 欣傳媒（2020），【車友大調查】讓車友淪陷的愛牌安全帽/風鏡/車衣/卡鞋，https://www.xinmedia.com/article/189720，擷取日期：2022年5月1日。
2. 欣傳媒（2022），2022欣單單車友大調查-車友樣貌篇，https://www.xinmedia.com/article/202488，擷取日期：2022年5月1日。
3. 經濟部技術處（2021），產業技術評析-全球自行車市場熱門議題暨代表廠商與技術，https://www.moea.gov.tw/MNS/doit/industrytech/IndustryTech.aspx?menu_id=13545&it_id=376，擷取日期：2022年4月14日。 |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363060 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363060 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200584 |
| Appears in Collections: | [MBA Program] Theses
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