| Summary: | 碩士 === 國立中山大學 === 兩岸高階主管經營管理碩士在職專班 === 103 === The glasses industry only possesses a small part in the massive global market. As time goes by, the glasses market has grown up into a red sea market. In Taiwan, where the market size is not as great as other countries and various industries such as pharmacy, clothing stores as well as ophthalmology invading and carving up the market, companies need innovative strategies such as O2O, B2C, or C2C to solve the problem they face nowadays. These factors accelerated the changing of market and consumption habit.
According to the author’s numerous years of research and market experiences, he/she found out that the consumption habit has been reformed. It has become two large groups: people who like to shop on the Internet and people who like to shop in retail stores. Both of the two groups have their own fixed customers. As a business company manger, how to advertise a product has become more of a challenge. The only way is to follow the trend to avoid natural selection. Therefore, I chose Formosa Optical for researching of Internet era plus retail that is called as O2O (Online to Offline). Though Formosa Optical is one of the behemoths of the glasses industry, it has to revolve its business model due to invasions of other industries to satisfy customers’ needs.
The research surveyed and analyzed both regular customers and store managers in order to improve and understand from different points of views. The revolution is a must. The O2O research successfully helped Formosa Optical dug out its strengths and weakness; it analyzed whether the O2O business model fit Formosa Optical or not.
Fortunately, the survey ended up greatly. Customers not only want the quality of merchandise, but also the difference of CRM (Customer Relationship Management).
Consumers can now make appointments to view merchandise, examine their eyes and get prescriptions for new glasses more conveniently. These strategies are all different from traditional business model. In the twenty-first century, the best business model is to combine retail store marketing with Internet ideology.
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