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| 研究生： |
林嬑霞 LIN, YI-HSIA |
|---|---|
| 論文名稱： |
德國花草茶之電商通路與經營策略 ─以「也花也草」為例 E-commerce Channel and Management Strategies for Germany Herbal Tea: A Case Study of “Ye Hua Ye Cao” |
| 指導教授： | 王存國 |
| 口試委員: | |
| 學位類別： |
碩士 Master |
| 系所名稱： |
管理學院 - 高階主管企管碩士班 Executive MBA Program |
| 論文出版年： | 2025 |
| 畢業學年度： | 113 |
| 語文別： | 中文 |
| 論文頁數： | 56 |
| 中文關鍵詞： | 電商平台 、精實畫布 、海盜模型 、人工智慧工具 、數位科技 、德國花草茶 |
| 外文關鍵詞： | E-Commerce, Lean Canvas, AARRR Model, AI Tools, Digital Technology, Germany Herbal Tea |
| 相關次數： | 點閱：15 下載：0 |
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近年來電商市場迅速發展，各家競爭激烈，全通路的佈局是趨勢也是潮流，許多商家競相推進全通路計劃，而沒有進行思考來確定具體的能力，應當根據自身的戰略目標和客戶需求，來選擇適合的通路模式。
德國花草茶以其高品質、天然健康的形象在台灣市場逐漸受到歡迎。隨著健康意識的提升，消費者對進口花草茶，尤其是德國品牌的需求逐步增加。德國以嚴謹的製作工藝和高標準的食品安全規範，其「無添加人工香料」和「有機認證」的特性成功在台灣消費市場中建立了良好的信譽，但德國花草茶的品牌在台灣的知名度不夠，受益於現在數位購物的普及，其電商平台發展具有潛力。
本研究透過 Lean Canvas 與 AARRR 模型分析「也花也草」電商品牌的市場運作模式，探討其品牌曝光、社群推廣、內容行銷及用戶活躍度。研究發現，品牌在短影音行銷、社群互動與數據監測方面仍有優化空間，因此提出具體的經營管理意涵與策略建議：（1）監測與數據執行專注；（2）社群網站推廣與執行策略；（3）品牌形象與互動性加強。確保策略有效執行，制定並監測關鍵指標，包括品牌曝光與流量監測、用戶參與的活躍度與購買轉換率。
在花草茶市場中存在眾多的電商平台，透過個案公司可以觀察到許多電商實務上 的操作及其所體現的價值；對於小型商家或是新創商家進入電商平台經營，在管理及策略擬定上的操作，結合人工智慧工具和數位科技應用的趨勢，企業應採取適合自身的策略逐步實現。
In recent years, the e-commerce market has developed rapidly, with intense competition among businesses. Omnichannel strategy has become a trend. Many businesses are aggressively advancing their omnichannel strategies without carefully assessing their actual capabilities. It is essential to select an appropriate channel model based on strategic objectives and customer needs.
Germany herbal tea has gradually gained popularity in the Taiwanese market due to its high quality and natural, healthy image. With the growing awareness of health and wellness, consumer demand for imported herbal teas, particularly Germany brands, has steadily increased. Germany's rigorous production processes and high food safety standards, characterized by "no artificial flavor additives" and "organic certification," have successfully established a strong reputation among Taiwanese consumers. However, Germany herbal tea brands still lack sufficient brand recognition in Taiwan. Benefit from increased in online shopping, there is significant potential for growth in e-commerce platforms.
This study analyzes the market operations of the e-commerce brand "Ye Hua Ye Cao" using the Lean Canvas and AARRR models. It explores aspects such as brand exposure, social media promotion, content marketing, and user engagement. The research findings indicate that there is still room for optimization in short video marketing, social media interaction, and data monitoring. Therefore, the study proposes concrete business management implications and strategic recommendations: (1) focus on monitoring and data execution, (2) enhance social media promotion and execution strategies, and (3) strengthen brand image and interactivity. To ensure effective strategy implementation, key performance indicators (KPIs) should be established and monitored, including brand exposure and traffic tracking, user engagement activities, and purchase conversion rates.
The herbal tea market consists of numerous e-commerce platforms. By examining this case study, various e-commerce practices and their value can be observed. For small or newly established businesses entering the e-commerce sector, it is crucial to integrate AI tools and digital technology trends and adopt strategies that align with their capabilities, allowing for gradual implementation and sustainable growth.
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