| 摘要: | 本研究主要是探討在現代社會，城市化和車輛擁有率的上升使得洗車服務成為重要一環。本研究旨在透過完善的「跨通路交易洗車服務平台」，提升企業客戶黏著度及一般消費者隨時跨平台洗車的便利性。台灣加油站密度高，根據經濟部能源局「油價資訊管理與分析系統」網站統計資料,截至2024年06月20日國内有2,509站加油站, 經營實體業者總數：1,002 間，包括台灣中油和民營企業全國加油站、西歐加油站、台亞加油站、山隆加油站、福懋加油站等，多數提供洗車服務。在加油站提供洗車服務，讓車主在加油的同時使用洗車服務，對開車族極為方便，是重要收入來源之一，更是吸引客人的行銷工具，洗車服務與周邊商品是加油站多角化經營以及發展差異化的重要指標。
由於各品牌通路加油站的洗車服務系統無法統一也無完整的跨平台行銷機制，因此全鋒洗金寶開發「跨通路交易洗車服務平台」整合全台洗車服務據點及洗車服務優惠，採用【7-11電子禮品卡與咖啡隨店隨到隨換】的理念，解決消費者因市場上各家洗車通路獨立門戶，造成兌換只能單一定點的困擾，全台首創提升全台洗車服務據點兌換之便利性，使得消費者得以跨通路隨時兌換服務，不受特定店家所限制，兌換洗車服務更加高效智能與便利，以(O2O)的價值媒合角色，整合B端資源，致力於將C端客戶導流至加油站通路，促使車主兌換服務。
本研究以兩階段方式進行，包括問卷調查和SWOT分析，透過目標對象問卷調查和加油通路回饋，內容包括傳統加油洗車與跨平台洗車的服務差異，以及電子票券提供洗車服務與加油站服務品質與功能性的正向關係。這些數據分析有助於未來實證研究的方向，提升行銷策略的有效性。商業模式模組設計針對創新的商業模式進行研究，擴增會員模組，提升消費者使用度，並充分利用B端企業客戶業務資源優勢，整合全台連鎖加油站通路，提升管理兌換機制，打造B端企業客戶行銷禮贈中的便民服務，提高銀行信用卡辦卡數和續約率。對下游通路業者而言，這項服務提供了透過洗車券上架來擴散客源屬性的方法，增加來客消費人數，直接提高業績，間接轉換為目標客戶。這不僅促進了整體產業生態系統的發展，有助於提高企業的競爭力和可持續發展。
研究發現：在各項數據分析中，技術創新和跨平台合作的優勢，將是未來趨勢。面對競爭激烈需有應對策略，外部合作夥伴是屬於競合關係須持續擴張，平台技術、系統維護和系統優化、系統更新的策略，以及ESG環保和可持續性挑戰的對策將有助於提升公司競爭力所已將以創新服務的商業模式進行研究。
在競爭力方面，本研究提出了應對策略以因應市場挑戰。對於外部合作夥伴，本研究建議降低依賴風險並有效管理合作夥伴關係。在技術維護和更新方面，提出更新策略以應對市場需求變化。最後，針對環保和可持續性挑戰，探討了減少環境影響的對策。
此外，透過新系統架構分析創新和擴大通路佈建對市場營運的影響。該架構強調了服務流程、系統驗證/管理以及使用場域通路的創新。通路擴大方面，本研究提出了跨產業合作的策略，包括新增大B端客戶、小B端通路數的增加，以及帶動合作業者的擴充。最終，通過市場營運規劃，預期各通路的消費金額、洗車券案件數量和服務平台會員人數，以制定有效的市場策略，確保穩定的營收增長。
本研究提出分析，第一是傳統家洗車與跨平台洗車的服務差異。第二是電子票券提供洗車服務與加油站服務品質與功能性的關係。這些分析有助於指導未來實證研究的方向，提升行銷策略的有效性協助公司進行商業模式模組設計。
總體而言，本研究提供了營運上面臨的問題評估和解決方案，有助於更全面地了解自身營運現況，制定有效的發展策略，提高市場競爭力，實現長期營運成功。研究架構以深入的SWOT分析方法為基礎，揭示商業模式的內外部優勢、劣勢、機會和威脅。同時，研究架構中融入了新系統架構下的創新分析，強調了服務流程、系統驗證/管理以及使用場域通路的創新。
This study mainly explores how in modern society, the increase in urbanization and vehicle ownership has made car wash services an important part. This research aims to improve the stickiness of corporate customers and the convenience of cross-platform car washing for general consumers at any time through a complete "cross-channel transac-tion car wash service platform". The density of gas stations in Taiwan is high. According to statistics from the "Oil Price Information Management and Analysis System" website of the Energy Bureau of the Ministry of Economic Affairs, as of June 20, 2024, there were 2,509 gas stations in the country. The total number of operating entities: 1,002, in-cluding Taiwan PetroChina and private companies. Most of the company's national gas stations, Western European gas stations, Taiya gas stations, Shanlong gas stations, Fumao gas stations, etc. provide car wash services. Providing car wash services at gas stations, allowing car owners to use car wash services while refueling, is extremely con-venient for drivers, is one of the important sources of income, and is also a marketing tool to attract customers. Car wash services and peripheral products are part of the di-versified operation of gas stations and important indicators of development differentia-tion.
Since the car wash service systems of various brands of channel gas stations cannot be unified and there is no complete cross-platform marketing mechanism, Quanfeng Xi Jinbao developed a "cross-channel transaction car wash service platform" to integrate car wash service locations and car wash service discounts across Taiwan, using [7- 11 Elec-tronic gift cards and coffee can be exchanged at any store at any time] The concept solves the problem that consumers have to redeem at a single point due to the inde-pendent portals of various car washes in the market. It is the first in Taiwan to improve the convenience of redemption at all car wash service points in Taiwan. sex, allowing consumers to redeem services at any time across channels without being restricted by specific stores. The redemption of car wash services is more efficient, intelligent and convenient. It uses the value matchmaking role of (O2O) to integrate B-end resources and is committed to guiding C-end customers. Flows to gas station channels, prompting car owners to redeem services.
This research was conducted in a two-stage manner, including questionnaire survey and SWOT analysis. Through target audience questionnaire survey and refueling chan-nel feedback, the content included the service differences between traditional refueling car washes and cross-platform car washes, as well as car wash services and gas station services provided by electronic tickets. Positive relationship between quality and func-tionality. These data analyzes will help guide the direction of future empirical research and improve the effectiveness of marketing strategies. The business model module de-sign conducts research on innovative business models, expands membership modules, improves consumer usage, and makes full use of the business resource advantages of B-end corporate customers, integrates all chain gas station channels in Taiwan, improves the management and redemption mechanism, and creates Convenient services in mar-keting gifts for B-end corporate customers can increase the number of bank credit card applications and renewal rates. For downstream channel operators, this service provides a way to spread the attributes of customer sources through the listing of car wash cou-pons, increase the number of visitors, directly improve performance, and indirectly con-vert them into target customers. This not only promotes the development of the overall industrial ecosystem, but also helps improve the competitiveness and sustainable devel-opment of enterprises.
The study found that in various data analysis, the advantages of technological inno-vation and cross-platform cooperation will be the future trend. In the face of fierce competition, we need to have coping strategies. External partners are competing and cooperative relationships and must continue to expand. Strategies for platform technol-ogy, system maintenance and system optimization, system updates, and ESG environ-mental protection and sustainability challenges will help improve The Company's Com-petitiveness Institute has conducted research on innovative service business models.
In terms of competitiveness, this study proposes strategies to respond to market chal-lenges. For external partners, this study recommends reducing dependency risks and ef-fectively managing partnerships. In terms of technical maintenance and updates, update strategies are proposed to respond to changes in market demand. Finally, in response to environmental protection and sustainability challenges, countermeasures to reduce envi-ronmental impact are discussed.
In addition, the impact of innovation and expanded channel deployment on market operations is analyzed through the new system architecture. The architecture emphasizes service processes, system validation/management, and innovation using field pathways. In terms of channel expansion, this study proposes a cross-industry cooperation strategy, including adding new large B-end customers, increasing the number of small B-end channels, and driving the expansion of partners. Finally, through market operation plan-ning, the consumption amount of each channel, the number of car wash coupon cases and the number of service platform members are expected to formulate effective market strategies to ensure stable revenue growth.
This study proposes an analysis. The first is the service difference between tradition-al home car washes and cross-platform car washes. The second is the relationship be-tween the car wash service provided by electronic tickets and the service quality and functionality of gas stations. These analyzes can help guide the direction of future em-pirical research, improve the effectiveness of marketing strategies, and assist companies in business model module design.
Overall, this study provides an assessment and solutions to problems faced in opera-tions, helping to more comprehensively understand the current status of one's operations, formulate effective development strategies, improve market competitiveness, and achieve long-term operational success. The research structure is based on an in-depth SWOT analysis method to reveal the internal and external strengths, weaknesses, op-portunities and threats of the business model. At the same time, the research architecture incorporates innovation analysis under the new system architecture, emphasizing inno-vation in service processes, system verification/management, and use of field pathways. |
