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| 題名: | D2C通路之消費者旅程分析-以綠藤生機為例
Consumer Journey Analysis in D2C Channels: The Case of Greenvines |
| 作者: | 王雅翎
Wang, Ya-Ling |
| 貢獻者: | 羅明琇
Lo, Sonia
王雅翎
Wang, Ya-Ling |
| 關鍵詞: | D2C（直接面對消費者）
消費者旅程
綠藤生機
質化研究
快銷產業
D2C (Direct-to-Consumer)
Consumer Journey
Greenvines
Qualitative Research
FMCG (Fast-Moving Consumer Goods) Industry |
| 日期: | 2025 |
| 上傳時間: | 2025-08-04 13:49:12 (UTC+8) |
| 摘要: | 在數位科技快速演進與消費者自主意識抬頭的背景下，D2C（直接面對消費者）通路模式成為品牌實踐顧客導向、強化品牌掌控力及提升獲利能力的重要策略。D2C模式省去傳統通路的中間商，透過品牌自營的線上平台與顧客直接互動，使品牌得以掌握第一手顧客數據、提供個人化服務並建構品牌社群。
本研究選擇台灣B型企業保養品牌「綠藤生機」作為研究對象，透過十位實際使用其D2C通路之消費者進行半結構式深度訪談，系統性地探索其於D2C通路的消費旅程、需求、痛點與品牌互動經驗。研究目的為：
1. 透過綠藤生機的D2C顧客旅程圖，了解品牌發展D2C通路中之痛點與挑戰
2. 剖析消費者在使用D2C通路中之期待
3. 給予品牌發展D2C通路上之整體建議
4. 了解官網忠誠者之樣貌作為精準行銷的重要參考
研究結果針對綠藤生機品牌的D2C通路歸納出四項關鍵發現。首先，品牌在社群經營上未善用D2C的即時互動優勢，社群互動的缺口限制了品牌從消費者處獲取第一手需求資訊的能力。其次，官網會員制度未能有效激勵消費者參與升等，顯示品牌在顧客經營與數據收集上錯失了關鍵機會。另外，也發現官網回購流失率達五成的原因。最後，研究發現一群具高度忠誠度的「官網回購者」的消費特徵，提供品牌參考。整體而言，本研究揭示D2C模式中品牌在互動設計與會員經營上的潛在改進空間，並透過顧客樣貌分析提出精準行銷的方向，期望提供D2C品牌在建立顧客關係與強化平台競爭力上的實務參考。
Amid the rapid advancement of digital technologies and the rise of consumer autonomy, theD2C (Direct-to-Consumer) channel model has emerged as a crucial strategy for brands to reinforce customer-centricity, enhance brand control, and improve profitability. By eliminating traditional intermediaries, D2C enables brands to interact directly with consumers through self-managed digital platforms, allowing access to first-hand customer data, delivery of personalized services, and the cultivation of brand communities.
This study investigates the case of Greenvines, a Taiwanese B Corporation specializing in skincare, to explore consumer experiences within its D2C channel. Drawing on semi-structured in-depth interviews with ten actual users of the brand’s D2C platform, this research systematically examines the consumer journey, needs, pain points, and brand engagement. The study aims to:
1. Identify key pain points and challenges in Greenline’s D2C consumer journey;
2. Analyze consumer expectations when engaging with D2C channels;
3. Provide strategic recommendations for optimizing D2C development;
4. Profile loyal website consumers to inform precision marketing strategies.
The findings yield four key insights. First, the brand has not fully leveraged D2C's advantage of real-time interaction in social media management, limiting its ability to capture consumers’ evolving needs. Second, the membership program on the official website fails to motivate participation and tier advancement, suggesting missed opportunities in consumer engagement and data collection. Third, the study uncovers factors contributing to a 50% repurchase attrition rate on the website. Lastly, it identifies a segment of highly loyal repurchasers, offering a valuable reference for brand strategy. Overall, this research highlights areas for improvement in interaction design and membership management within the D2C model and provides guidance for strengthening customer relationships and platform competitiveness through targeted marketing. |
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| 描述: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363102 |
| 資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0112363102 |
| 資料類型: | thesis |
| 顯示於類別: | [企業管理研究所（MBA學位學程）] 學位論文
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