| Summary: | 碩士 === 國立臺北商業大學 === 國際商務系碩士班 === 106 === As internet became more and more popular, the internet population not only grew rapidly,
but also contributed to the vigorous development about different category of online shops.
The online shopping items are not only limited to regular goods, a large numbers of fresh
products enterprises joining the competition to promote and sale fresh food. The rise of
grocery delivery service is to help busy consumers spend less time on doing grocery.
Therefore customers can make good use of time after off from daily work.
In this context, the purpose of this study was how to develop grocery delivery service by
case study of the only grocery delivery platform in Taiwan, “Honestbee”. Then find out its
business model and characteristics through secondary data analysis and in-depth interview
with marketing manager of Honestbee to provide a reference to related entrepreneurs.
The characteristics of business model about Honestbee were conducted as follow: 1.
Grocery delivery platforms adopt different strategies to highlight the professional brand image.
2. Grocery delivery platforms adjust their target group according to short-term goal of access
in penetrating the market. 3. Grocery delivery platforms provide unique customized services
to enhance the repurchasing rate. 4. Grocery delivery platforms apply multiple
communications as a way to interact with consumers. 5. New comer of grocery delivery
platforms improve customer retention by making consumers experience the service and
increase the exposure of website. 6. Grocery delivery platforms using multiple media to
improve website visibility. 7. The establishment of the partnership helps grocery delivery
platforms to enhance the functionality of business flow, money flow and logistic flow.
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