現今零售業結合科技已成為高度競爭且創新導向的產業，如何透過服務設計方法論分析顧客歷程、找出服務缺口與創新機會，進而有效管理零售成為影響企業競爭的重要課題。本課程要旨以系統性的架構，幫助學生學習零售管理，以及服務設計的方法進行概念設計與產品服務系統規劃。透過理論、個案與實務操作的學習，可以幫助同學建立零售管理的策略性思考與服務設計規劃的能力。課程內容涵蓋多重通路零售與行動通路議題、顧客購買行為、零售市場策略、顧客關係管理、商店管理、服務設計等議題。藉由本課程學生將建立起面對零售產業不斷創新挑戰時的思考與規劃執行能力。

Nowadays, the retail industry has become a highly competitive and innovation-oriented industry by combining technology. How to use service design methodology to analyze customer journeys, identify service gaps and innovation opportunities, and then effectively manage retail has become an important issue affecting corporate competition. The purpose of this course is to use a systematic structure to help students learn retail management and service design methods for conceptual design and product service system planning. Through the study of theory, cases and practical operations, it can help students build their abilities in strategic thinking and service design planning in retail management. The course content covers multi-channel retail and mobile channel issues, customer purchasing behavior, retail market strategy, customer relationship management, store management, service design and other issues. Through this course, students will develop their thinking, planning and execution abilities in facing the challenges of continuous innovation in the retail industry.

零售管理：策略與實務

Retail Management: Strategy and Practice