大家電連鎖零售商的安裝與運送決策

Abstract

家電市場在台灣的零售市場中，是很特別的存在，在發展60多年的過程中，從早期的生活必需品，演變至今的AIOT，智能家電、由實用性演變成家中的裝潢，無論外型、功能如何演進，不變的是他是對於人們生活中的重要性。在家電產業中，大型安裝家電的市場更有其獨特性，綜觀台灣零售的的發展，從原本的個體戶到連鎖量販，直至今日電子商務的興起，尤其從2019年疫情爆發後，末端消費者的消費習慣轉移，電子商務在台灣零售的佔比快速提升，但在大型安裝家電的市場佔比，電子商務雖有緩步提升，但整體來說在獨立店與大型實體連鎖上的市場佔比卻是鐵板一塊，幾乎還是有著壓倒性的勝利。

本研究以P公司作為研究對象，透過P公司在銷售大型安裝家電中所實際發生的案例，收集相關資料，從GFK市佔調查，到銷售狀況，以及目前與台灣暨大具規模的安運商配合狀況，從經營方型態、成本控制、空間問題以及安運，並加以半結構式的訪談，針對品牌源廠、實體通路、安裝工班，以及競業等相關人士加以驗證並分析個案相關資料。

經本研究發現，大型安裝家電在電子商務無法有效提高市場佔比的主因在於 1. 空間:大型安裝家電因為體積較大，對於存放空間的需求對於電子商務是一大難題 2. 成本:安運商的安運費用太高，對於商品的競爭力有所影響 3. 安裝能量:繁盛期安裝能量的限制，造成了電子商務在銷售大型安裝家電的天花板

透過問題的發現與訪談相關人士，經本研究整理後，給出電子商務在未來發展大型安裝家電，提高市佔的建議與做法，期望能有所幫助。The home appliance market is a very special market in Taiwan's retail market. Over the course of more than 60 years of development, it has evolved from a necessity in the early days to AIOT, intelligent home appliances, and from practicality to home decoration.

In the home appliance industry, the market for large home appliances has its own uniqueness. Looking at the development of retail in Taiwan, from the original individual households to the chain of mass merchants, until the rise of e-commerce today, especially after the outbreak of the epidemic in 2019, the end of consumer habits shift, e-commerce in Taiwan's retail share is rapidly increasing, but in the market share of large home appliances, although e-commerce has slowly increased, but The overall market share of independent stores and large brick-and-mortar chains is an ironclad one, and there is still an overwhelming victory.

This study uses Company P as the research target, and collects relevant information from GFK market share survey, sales status, and current cooperation with Taiwan and large scale security carriers, from business model, cost control, space issues, and security transportation, and conducts semi-structured interviews, targeting brand source factories, physical channels, installation workforce, and competition. We also conducted semi-structured interviews to verify and analyze case information from the brand source, physical access, installers, and competitors.The study found that the main reasons for the ineffectiveness of large home appliance installation in e-commerce to increase the market share are 1. space: large installation of home appliances due to the larger size, the need for storage space for e-commerce is a major problem 2. cost: the security and transportation costs are too high, on the competitiveness of goods have an impact 3. Installation capacity: The limitation of installation capacity during the boom period has caused the ceiling of e-commerce in selling large installation appliances.Through the identification of problems and interviews with relevant people, this study has been compiled to give suggestions and practices for e-commerce to develop large-scale installation of home appliances and increase market share in the future, in the hope that it will be helpful.