電商會員推薦系統營運之研究-以Bonbons為例

Abstract

網路世界於20世紀崛起，從Yahoo奇摩拍賣開始，慢慢地轉向電商市場，眾多電商品牌也隨之興起，再隨著網路平台Facebook問世，改變了人與人之間聯繫的方式，人們轉而在平台上分享自己的生活，無名小站到痞客邦、Facebook，也造就了許多的第一代網紅，其擁有非常多的網路紅利及許多粉絲的情況之下，店家會與其合作推廣自家的產品，早期都能夠造就很好的業績數字，但隨著眾多平台加入，Google、IG、Youtube、LINE……等等，以及許多人投入網紅市場，經營自媒體頻道和自有品牌，瓜分了消費者的注意市場，現如今當我們投入相同的廣告預算或是與早期的網紅合作，都無法再達成像往日那樣的漂亮數字。基於這樣的研究背景，本論文希望以Member gets members為主軸，以會員自我推廣的方式，讓每一個會員都成為Bonbons品牌的代言人，向自己身邊的朋友推薦品牌產品，並也以分潤的方式，提供給協助推廣的代言人們一些紅利回饋，期望能夠以這樣的系統，與時代結合，找到電商品牌新的一片天。研究方法使用專家訪談法、個案研究法兩項，訪問使用過此系統並達到優秀成績的代言人，設計訪談內容，統整歸納其對於MGM系統的想法，分析出此系統是否有機會成為新一代電商品牌使用之系統。

經專家訪談和個案研究法交叉比對研究結果後，顯示在廣告流量紅利不斷下降時，MGM系統的效益若在選擇正確網紅合作的情況下，對於品牌本身的營業額會有正向影響。The Internet world rose in the 20th century. Starting from the Yahoo, it slowly turned to the e-commerce market, and many e-commerce brands also emerged. Then, with the advent of the Internet platform Facebook, it changed the way people communicate with each other , people turned to share their lives on the platform, from unknown websites to pikebang and Facebook, and also created many first-generation Internet celebrities. With a lot of Internet dividends and many fans, the stores They will cooperate with them to promote their own products, and they can achieve good performance figures in the early stage, but with the addition of many platforms, Google, IG, Youtube, LINE...etc., and many people have invested in the Internet celebrity market, operating self-media channels and Self-owned brands have divided the attention market of consumers. Nowadays, when we invest the same advertising budget or cooperate with early influencers, we can no longer achieve the beautiful figures as in the past.Based on such a research background, this thesis hopes to take Member gets members as the main axis, and make every member a spokesperson for the Bonbons brand by means of member self-promotion, recommending brand products to friends around them, and also sharing profits. , to provide some bonuses to the spokespersons who assist in the promotion, hoping to use this system to integrate with the times and find a new sky for e-commerce brands. The research method uses expert interview method andquestionnaire survey method, interviews the spokespersons who have used this system and achieved excellent results, designs the interview content, summarizes their thoughts on the MGM system, and analyzes whether this system has the opportunity to become a new generation of e-commerce brands The system used.After cross-referencing results from expert interviews and case studies, it shows that the MGM system's effectiveness in increasing a brand's revenue can have a positive impact when collaborating with the right influencer, especially when advertising traffic is continually declining.