臺灣博碩士論文加值系統

所謂新零售概念是以消費者為中心，結合線上電子商務、線下實體店及快物流，經由大數據分析以更精準掌握與預測消費者需求，而其核心就是要能精準掌握顧客知識，縮短與顧客期望的落差以提高顧客滿意度。本研究將以Nonaka 與 Takeuchi的知識轉換SECI 模式及Nonaka 與 Konno 之 場域Ba 的情境觀念，並以一正推動新零售模式之個案公司為例，探討新零售概念之知識轉換與創造過程。研究結果顯示於社會化 ( 創始場 ) 即使部門不相同，但都皆可經由服務人員與顧客進行溝通建立問題之目標，再經由外張化 ( 對話場 ) 使內部成員彼此提供意見，讓所有參與者都能互相討論分析，找尋最適方法，規劃並加以實現，以結合化(分析) 來處理與分析已儲存之顧客回饋資料以及庫存等其他相關資料，由內斂化 ( 練習場 ) 予以成員學習，並於學習過後內化知識，將所學之技能運用於工作及服務顧客之上。

The so-called new retail concept is consumer focus, combining online e-commerce, offline physical stores, and fast logistics. Through the analysis of big data to better understand and predict consumer demand, its core is to be able to accurately grasp customer knowledge and shorten the gap with customer expectations to improve customer satisfaction. This study will use the socialization-externalization combination, internalization (SECI) modes, and various “ba” proposed by Nonake and Konno, and a case company that is promoting a new retail model as an example to explore the knowledge transfer and creation process of the new retail concept. The results of the study are shown. Even though the departments are not the same, they can all communicate with customers through the service staff to establish the goal of the problem,in Socialization (Originating Ba). And then through Externalization (Dialogue Ba), internal members can provide opinions to each other, so that all involved All of them can discuss and analyze each other, find the most suitable method, plan and implement it, and use Combination (Cyber Ba) to process and analyze the stored customer feedback information, inventory, and other relevant information, In Internalization (Exercising Ba), members are learn,And internalizing knowledge after learning, applying skills learned to work and serving customers members.

摘要......i
Abstract......ii
誌謝......iii
目錄......iv
表目錄......vi
圖目錄......vii
第一章 緒論......1
1.1　研究動機與背景......1
1.2　研究目的......2
1.3　研究範圍與限制......2
1.4　研究方法與流程......2
第二章 文獻探討......4
2.1　新零售......4
2.1.1　新零售緣起......4
2.1.2　新零售定義......5
2.2　知識創造......6
2.2.1　知識之定義與構成要素......6
2.2.2　知識之分類......8
2.2.3　知識管理......11
2.2.4　知識創造......13
2.3　新零售與知識創造......17
第三章 研究方法......18
3.1　研究架構......18
3.2　研究對象......18
3.3　研究工具......19
3.3.1　個案研究法定義......19
3.3.2　個案研究的類型......19
3.3.3　個案研究的設計......20
3.3.4　個案研究的執行......20
3.4　執行步驟......23
第四章 新零售知識創造之個案研究......24
4.1　公司背景介紹......24
4.2　訪談過程......24
4.3　資料內容分析-比對量表......27
第五章 結論及建議......33
5.1　結論......33
5.1.1　質性訪談......33
5.1.2　新零售知識創造過程......33
5.2　建議......34
5.2.1　4S營銷理論......36
5.2.2　4V營銷理論......36
參考文獻......37
附錄一　訪談逐字稿......40
附錄二　研討會證明......56
Extended Abstract......57

一、中文部分
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