Funbox 分析
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利用行銷理論套用在Funbox，分析Funbox與其競爭對手的優劣
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Funbox 分析
- 1. FUNBOX
- 3. 企劃摘要與目錄 目前的 行銷趨勢 Step 1 機會與 問題分析 Step 2 目標 Step 3 行銷 策略 Step 4 行動 方案 Step 5 財務 預算 Step 6 企劃 控制 Step 7
- 4. 目前的行銷趨勢
- 6. 競爭者分析 FUNBOX 101玩具王國 專櫃位置 百貨公司4樓 百貨公司4樓 銷售通路 實體店面、網路商城 實體店面 商品種類 單一種類 種類多樣 商品價格 單價較高 單價較低 優惠活動 商品特價 商品特價、B1特賣會
- 7. 機會與問題
- 8. SWOT 優勢（strength） 機會（opportunity） 1.全國最大玩具代理商 2.有網路商店 3.付費方式多元 1.百貨公司舉辦活動帶動人潮 2.百貨公司DM刊登櫃位主打商品 3.有自家會員可以累積紅利折抵現金 劣勢（weakness） 威脅（threat） 1. 平日與假日人潮有落差 2. 價格偏高 3. 少子化 1. 鄰近的櫃位為相同性質的店家 2. 電子遊戲產品蓬勃發展 3. 市面上很多盜版商品
- 9. 4P分析 產品策略 • 商品為國外較知名的品牌 • 產品品質優良、有保障 價格策略 • 鎖定百貨公司消費的族群，商品價格屬於高單價 通路策略 • 在台灣全省各大百貨公司設立專櫃 • 各大網路店商皆有專賣店 促銷策略 • 贈送紅利吸引消費者加入會員 • 發送最新的商品資訊給顧客，增加顧客回購率 • 會員生日時享有折價券 • 在兒童頻道中播放玩具的廣告 • 不定期舉辦活動
- 10. 消費者購買決策: 問題察覺 資訊蒐集 方案評估 購買 購後行為 內在： 1. 小孩想要買玩具 2. 送禮物 內部： 會透過之前購買的 經驗，作為考量 1. 玩具的品質 2. 會員的紅利點數 3. 百貨公司是否有 舉辦活動 4. 組合商品是否划 算 5. 與隔壁的玩具店 比較 6. 品牌忠誠度 7. 是否有想要的玩 具 依照自己想要的購 買方案，並選擇哪 天百貨會舉辦活動、 折扣，決定購買多 少數量以達成最大 利益 對於所購買的玩具 進行評估： 1. 認知失調 2. 消費者的產品使 用次數、購買數 量 3. 實際壽命所產出 的效益與成本 4. 消費者的欲望、 認知的公平性、 歸因、對績效的 期望 外在： 1. 百貨公司活動 2. 累積紅利點數 3. 組合、特價商品 4. 網路上的廣告 外部： 1. 網路上的資訊 2. 周遭朋友的介紹 3. 街道的廣告文宣
- 11. 顧客知覺價值分析－成本/代價 蒐集成本 1. FUNBOX的商品資訊放在官網以及粉絲專業上。 2. 官網上資訊混雜，例如:品牌資訊和促銷活動的頁面並沒明確分開，瀏覽上不 方便。 3. FB上的促銷活動太混雜，有FUNBOX的週週優惠、特殊節日優惠，還有玩具 廠牌的獨立優惠，蒐集資訊時有些不便。 取得成本 1. FUNBOX幾乎在每一間百貨公司都有分店，因此交通上的成本較無須顧慮。 2. 價格方面，FUNBOX叫隔壁的101玩具售價較高。 使用成本 1. 操作成本:小孩玩具不具備不好操作的問題。 2. 保養與維修成本:沒有提供維修服務。 3. 社會關係代價:無。
- 13. 強化顧客關係－財務 關係連結類型 實例 集點優惠 • 會員消費每八元回饋一點，一點可折抵一元，紅利效期 為一年。 • 紅利回饋以個別商品計算，非單筆結帳總金額。 • 使用買貨卡之折扣以及全店折扣期間無法累積紅利。 • FUNBDX.SANRIO.ZAKKA紅利皆可通用。 套裝組合或交叉銷售 • 買指定系列玩具，可以十元加購特定公仔一款。 • 購買特定數量的指定商品，即可免費獲得一套特定商品。
- 14. 強化顧客關係－社會 關係連結類型 實例 持續保持聯繫、曝光度 • 寄EMAIL分享最新商品和折價資訊。 • 關注粉絲專頁送折扣碼 • 舉辦留言抽獎活動 具親和力的服務 • 提供客戶事先來電保留商品 • 到門市消費滿3000元，提供貨到府的服務
- 16. 目標
- 18. 行銷策略
- 20. 行動方案
- 21. 1. 將官網上的資訊重新分類，並加設一名小編或網管。 2. 簡化優惠方式，如:原價商品會員紅利依舊12%、特價商品改為8%。 3. 平日時，可以利用他們品牌商原有的活動做延伸去吸引小朋友和家長。 4. 拍一支廣告說明玩具的製作過程，說明自家的玩具品質與其價格合理原因。 行動方案
- 22. 財務預算
- 24. 企劃控制
- 26. Thank You