漾萃 Vibe & Pure 電商網站行銷企劃

Abstract

中文摘要 本企劃以台灣藥妝與生活百貨產業為研究背景，觀察到市場已從過去依靠實體 展店與價格促銷的競爭模式，逐漸轉向全通路整合、數位體驗、專業服務與情緒 價值並重的新零售階段。隨著電商滲透率提升、消費者購物習慣改變，以及寶雅 與屈臣氏等大型連鎖通路積極發展 OMO／O+O 策略，傳統藥妝平台若僅依賴 商品陳列與折扣活動，已難以建立長期競爭優勢。因此，本企劃提出新創品牌「漾 萃 Vibe & Pure」 ，定位為結合美妝保養、健康管理、特色生活選物與科技互動體 驗的數位藥妝生活平台。 漾萃的核心價值在於「專業、效率、療癒與科技」 。在產品與服務設計上，品牌 不只販售單一商品，而是透過跨品類情境策展，將彩妝保養、保健食品、特色零 食與生活小物整合成符合不同生活情境的解決方案，例如週末療癒補給、面試好 感妝容、日常保健補給箱等。此策略能降低消費者選擇困難，提升平均客單價， 並創造不同於傳統電商的情緒溢價。另一方面，漾萃導入 AI 虛擬試妝與情境濾 鏡功能，讓消費者能透過手機鏡頭、照片上傳或模特兒選擇，即時體驗唇膏、眼 影、腮紅等彩妝效果，進而改善線上購買彩妝時常見的色差與不確定性問題。 在專業信任方面，漾萃規劃真人藥師與美容顧問線上即時諮詢，並以「藥師綠 燈認證」與智慧成分對照表降低消費者對保健品、醫美保養品與成分選擇的疑慮。 此設計可補足一般電商缺乏專業指導的弱點，使品牌從單純交易平台轉化為具顧 問性質的生活服務平台。在通路與履約方面，漾萃採取輕資產營運模式，不自建 物流車隊，而是透過都會區微型前置倉與第三方即時物流 API 串接，實現 24 小 時快速到貨，滿足現代消費者對效率與即時性的需求。 本企劃亦透過 SWOT、4P、STP、商業模式圖與 AISAS 顧客旅程分析，建立 完整的品牌營運架構。漾萃的主要目標客群為效率至上懶人族、情緒價值追求者 與精準保養投資客，這些族群願意為便利性、專業建議與高質感生活體驗支付較 高溢價。品牌未來可透過商品訂閱制、漾萃幣會員制度、社群分享獎勵與 AI 客 1 逢甲大學學生報告 ePaper(2026 年) 漾萃 Vibe & Pure 電商網站行銷企劃 製化優惠推播，強化顧客黏著度與長期顧客終身價值。整體而言，漾萃避開大型 通路的低價競爭，改以科技體驗、專業服務、情境策展與輕資產物流建立差異化 優勢，期望成為新世代兼具美麗、健康與療癒感的 24 小時數位生活補給站。

Abstract This project focuses on Taiwan’s cosmetics, drugstore, and lifestyle retail industry, which has gradually shifted from a traditional competitive model based on physical store expansion and price promotions to a new retail stage that emphasizes omnichannel integration, digital experiences, professional services, and emotional value. With the increasing penetration of e-commerce, changing consumer shopping habits, and the active OMO/O+O development strategies adopted by major competitors such as POYA and Watsons, traditional drugstore platforms can no longer rely solely on product display and discount campaigns to maintain long-term competitiveness. Based on this market insight, this project proposes a new brand, Vibe & Pure, positioned as a digital beauty, health, and lifestyle platform that integrates cosmetics, skincare, health management, selected lifestyle products, and technology-driven interactive experiences. The core values of Vibe & Pure are professionalism, efficiency, emotional healing, and technology. In terms of product and service design, the brand does not simply sell individual products. Instead, it adopts cross-category, scenario-based curation to combine cosmetics, skincare products, health supplements, imported snacks, and lifestyle items into practical solutions for different consumer situations. Examples include weekend self-care kits, interview-friendly makeup sets, and daily health supplement boxes. This strategy reduces consumers’ decision fatigue, increases average order value, and creates emotional premiums that differentiate the brand from conventional e-commerce platforms. In addition, Vibe & Pure introduces AI-powered virtual makeup try-on and scenario filters, allowing consumers to experience lipsticks, eyeshadows, blushes, and other makeup products through a smartphone camera, uploaded photo, or selected model. This feature directly addresses common pain points in online cosmetics shopping, such as color mismatches, uncertainty, and a lack of trial experience. To strengthen professional trust, Vibe & Pure plans to provide real-time online consultations with licensed pharmacists and beauty consultants. The platform also introduces a “Pharmacist Green-Light Certification” system and an intelligent ingredient comparison tool to help consumers better understand health supplements, medical beauty products, skincare formulas, and suitable usage scenarios. These services compensate for the lack of professional guidance in ordinary e-commerce platforms and transform the brand from a simple transaction-based store into a 3 逢甲大學學生報告 ePaper(2026 年) 漾萃 Vibe & Pure 電商網站行銷企劃 consultative lifestyle service platform. In terms of channel and fulfillment strategy, Vibe & Pure adopts an asset-light operating model. Rather than building its own logistics fleet, the brand connects urban micro-warehouses with third-party instant-delivery services via API integration, enabling 24-hour fast delivery in major metropolitan areas and meeting modern consumers’ demand for speed and convenience. This project further develops a comprehensive business framework through SWOT, 4P, and STP analyses, the Business Model Canvas, and the AISAS customer journey model. The primary target customers of Vibe & Pure include busy professionals who value efficiency, consumers who pursue emotional value, and health-and-beauty investors who seek professional advice and high-quality products. These groups are more willing to pay a premium for convenience, expert guidance, and refined lifestyle experiences. In the future, the brand can enhance customer loyalty and lifetime value through product subscription services, the Vibe Coin membership system, social- sharing rewards, and AI-driven, personalized promotional offers. Overall, Vibe & Pure avoids direct low-price competition with large retailers and instead builds differentiation through technology-enabled experiences, professional services, scenario-based curation, and asset-light logistics. The brand aims to become a next- generation 24-hour digital lifestyle replenishment platform that delivers beauty, wellness, convenience, and emotional comfort to consumers.