政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/149670
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 110829/141756 (78%)
造訪人次 : 47421551      線上人數 : 726
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/149670


    題名: 甜點連鎖店的策略演變: 從實體店面到電子商務的轉型導航
    Strategic Evolution of Confectionery Chain: Navigating the Transition from Brick-and-Mortar to E-Commerce
    作者: 北雁
    Elizaveta, Semenova
    貢獻者: 徐愛恩
    Stephanie Tsui
    北雁
    Semenova Elizaveta
    關鍵詞: 數位轉型
    電子商務
    糖果連鎖店
    加盟發展
    營運效率
    digital transformation
    e-commerce
    confectionary chain
    franchise development
    operational efficiency
    日期: 2024
    上傳時間: 2024-02-01 11:47:55 (UTC+8)
    摘要: Vanlav,這家以“一心一意”為經營理念著稱的糖果連鎖店,自2019年由Bek及其兄弟創辦以來,在俄羅斯已經樹立了顯著的存在。Vanlav總部位於馬哈奇卡拉,截至2023年12月,已在俄羅斯8個主要城市擴展至16家門店,每月驚人的營業額達到55萬美元。這家連鎖店以其糖果和咖啡店獨特融合的體驗而聞名,現正處於關鍵時刻,即將在莫斯科開設新店並計劃國際擴張。

    2024年,Vanlav著手戰略性演變,專注於數位化和電子商務。此舉涉及開發一個強大的數位部門和一個先進的電子商務平台,並提供全天候送貨服務。這種轉型預計將大幅提升Vanlav的業務,其中一個關鍵績效指標(KPI)目標是每月在線訂單增量增加5%,從目前平均的55,000訂單開始計算。

    作為Vanlav的產品營銷經理和業務開發經理,作者在這一轉型中發揮了關鍵作用。責任包括組建一支技術熟練的開發人員和設計師團隊,並簽署所有戰略協議,以實現電子商務的願景。

    即將推出的電子商務平台有望成為糖果市場的重要競爭優勢,提升顧客參與度和服務交付。這個商業計劃將提出Vanlav數位轉型的戰略舉措,詳細說明電子商務平台的發展階段,並描述旨在將Vanlav推向糖果行業增長新時代的運營模型。
    Vanlav, the confectionery chain renowned for its ethos of "One Love," has marked a significant presence in Russia since its inception in 2019 by Bek and his brothers. Headquartered in Makhachkala, Vanlav has expanded to 16 stores across 8 major Russian cities by December 2023, boasting a remarkable monthly turnover of 550,000 US dollars. The chain, known for its unique blend of a confectionery and coffee shop experience, now stands at a pivotal juncture with the imminent launch of a Moscow store and plans for international expansion.

    In 2024, Vanlav embarks on a strategic evolution, focusing on digitalization and e-commerce. This initiative involves the development of a robust digital department and a state-of-the-art e-commerce platform, complete with a 24/7 delivery service. This transformation is expected to substantially boost Vanlav's business, with a key performance indicator (KPI) targeting an incremental increase in online orders by 5% monthly, starting from an average of 55,000 orders currently.

    The role of the author, as Vanlav's Product Marketing Manager and Business Developer Manager, has been pivotal in this transformation. The responsibility encompassed assembling a skilled team of developers and designers, and signing all strategic agreements to bring the e-commerce vision to life.

    The upcoming e-commerce platform is poised to become a significant competitive edge in the confectionery market, enhancing customer engagement and service delivery. This business plan will set forth the strategic initiatives for Vanlav's digital transition, detailing the developmental stages of the e-commerce platform and describing the operational model intended to catapult Vanlav into a new era of confectionery industry growth.
    參考文獻: 1. Statista. (n.d.). Food market in Russia - statistics & facts. Statista. Retrieved January 5, 2024, from https://www.statista.com/topics/7961/food-market-in-russia/#topicOverview

    2. Statista. (n.d.). Confectionery - Russia. Statista. Retrieved January 5, 2024, from https://www.statista.com/outlook/cmo/food/confectionery-snacks/confectionery/russia

    3. The World Bank. (n.d.). The World Bank in Russia. The World Bank. Retrieved January 5, 2024, from https://www.worldbank.org/en/country/russia

    4. Federal Tax Service of Russia. (n.d.). News. Federal Tax Service. Retrieved January 5, 2024, from https://www.nalog.gov.ru/rn77/news/tax_doc_news/11940977/

    5. Bloomberg. (2023, December 8). Russia November Inflation Hit Central Bank's Worst-Case Forecast. Bloomberg.com. Retrieved January 5, 2024, from https://www.bloomberg.com/news/articles/2023-12-08/russia-november-inflation-hit-central-bank-s-worst-case-forecast

    6. Kotler, P., Kartajaya, H. (2016). Marketing 4.0: Moving from Traditional to Digital.
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    110933041
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0110933041
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    index.html0KbHTML53檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋