創新電子商務網站：飾你的最佳選擇 VALORA

Abstract

中文摘要 本研究以新創銀飾品牌 VALORA 為核心，提出一套結合數位科技、電子商 務與品牌行銷策略的創新企劃。隨著臺灣網路普及率、行動上網、社群媒體與電 商消費行為日益成熟，消費者在購買飾品時不再只重視價格與外觀，也更加在意 品牌風格、材質品質、購物便利性與售後保障。VALORA 因此以「平價輕奢銀 飾」作為市場定位，鎖定 16 至 35 歲、重視穿搭氛圍感、高度依賴社群媒體資訊 的都會女性，以及具有送禮需求但容易產生選擇困難的消費者。品牌主打 925 純 銀與 316L 醫療級不鏽鋼材質，強調抗敏、耐用、質感與日常百搭，期望在平價 飾品與高端精品之間建立兼具品質與可負擔性的市場位置。 本企劃運用競爭者分析、7C 架構、SWOT 分析、4P、STP 與商業模式九宮格等 方法，檢視 VALORA 的市場機會與營運模式。競爭者分析指出，VACANZA 具 有通路規模、會員制度與商品多元性優勢，但品牌風格較分散、網站精品感不足， 個人化推薦功能也相對有限；Lucy’s 則具備強烈品牌視覺、國際化能力與聯名合 作優勢，但價格門檻較高、商品選擇較少，互動與客製化功能較不足。因此， VALORA 透過「AI 智慧選物顧問」、「風格選物電商化」、「終身免費清潔與 拋光服務」及「高品質材質保證」建立差異化，降低消費者在飾品選購過程中的 決策疲勞與送禮風險。 在數位創新方面，VALORA 規劃官方網站與 AI 智慧顧問系統，透過預算、 風格、用途與情境條件，協助顧客快速找到合適飾品。網站亦加入創意靈感牆、 時尚交流區、商業模式九宮格生成、競爭對手反制策略、行銷文案生成與 AI 經 營顧問等功能，使平台不只是銷售通路，更成為結合商品推薦、內容互動與經營 分析的智慧型電商系統。此外，本企劃以 AISAS 顧客旅程設計推廣策略，透過 短影音穿搭挑戰、KOL 合作、AI 性格風格測驗、搜尋優惠、社群分享與會員回 饋機制，完整引導消費者從注意、興趣、搜尋、購買到分享。整體而言，VALORA 以 AI 推薦技術結合輕奢銀飾品牌定位，不僅能提升購物效率與轉換率，也能透 過售後服務與社群互動強化顧客信任與品牌忠誠，展現數位行銷應用於時尚飾品 產業的創新潛力。

Abstract This study proposes an innovative digital marketing and e-commerce plan for VALORA, a startup silver jewelry brand that combines an affordable-luxury positioning, AI-assisted product recommendations, and customer-oriented after-sales service. In Taiwan’s increasingly mature digital environment, consumers rely heavily on mobile internet, social media, short videos, and online shopping platforms to discover, compare, and purchase products. For jewelry products, consumers no longer evaluate only price and appearance; they also care about material quality, brand image, personal style, convenience, and long-term maintenance. In response to these market changes, VALORA positions itself as an affordable luxury silver jewelry brand targeting urban women aged 16 to 35, especially those who value fashion styling, social media trends, personal expression, and practical gifting solutions. The brand uses 925 sterling silver and 316L medical-grade stainless steel as its core materials, emphasizing anti-allergy features, durability, refined design, and suitability for daily wear. To develop its market strategy, this project applies several analytical frameworks, including competitor analysis, the 7C framework, SWOT analysis, STP analysis, the 4P marketing mix, AISAS customer journey, and the Business Model Canvas. The competitor analysis shows that existing jewelry brands have clear strengths but also strategic gaps. VACANZA has strong market penetration, diverse product lines, physical stores, and membership programs, but its brand style is relatively scattered, and its online platform lacks a premium visual identity. Lucy’s, on the other hand, demonstrates a stronger fashion image, an international orientation, and successful brand collaborations, but its higher price point and relatively limited product selection may reduce accessibility for younger consumers. These observations create a market opportunity for VALORA to differentiate itself between low-cost fashion accessories and high-end jewelry brands. VALORA’s main value proposition is built around four elements: AI-powered smart selection, affordable luxury design, high-quality materials, and lifetime maintenance service. The AI styling consultant is designed to help consumers reduce decision fatigue when browsing a large number of similar jewelry products. By entering information such as budget, preferred style, occasion for wearing, and gifting purpose, users can receive personalized recommendations that fit their needs. This function is especially useful for consumers who face difficulty choosing gifts or matching accessories with daily outfits. Instead of serving only as a product display website, VALORA aims to become a digital style advisor that helps customers make faster, more confident purchase decisions. 2 逢甲大學學生報告 ePaper(2026 年) 創新電子商務網站：飾你的最佳選擇 VALORA The project also designs a more interactive e-commerce system. In addition to the official shopping website, VALORA includes features such as a creative inspiration wall, a fashion communication area, AI-generated marketing copy, competitor counterstrategy analysis, a Business Model Canvas generation tool, and an AI business consultant. These functions enhance both consumer engagement and managerial decision-making. Through this design, the platform becomes not only a sales channel but also a smart digital ecosystem that integrates content, community, recommendation, and business analysis. In terms of marketing communication, this project uses the AISAS model to plan the customer journey from attention to sharing. At the attention stage, VALORA can collaborate with Instagram, TikTok, and other short-form video influencers to launch styling challenges and visual campaigns. At the interest stage, AI- based personality and style quizzes can increase engagement and help consumers discover jewelry styles that suit them. At the search stage, hidden discount codes and