電商產業隨疫情持續成長，亞馬遜吸引大量的賣家與買家在平台上購物、開店。在亞馬遜平台目前約有1500萬活躍賣家，在市場環境極度競爭的狀況下，如何善用平台所提供的工具，有效引入更多的流量轉化為銷售是每個賣家致力改善的問題。
本研究從顧客消費旅程觀點出發，拆解消費旅程路徑、接觸點，了解影響各階段轉換間的缺口，以行銷4.0的概念整合平台的展示廣告、產品頁面優化、SP-API、訊息工具、退貨報告分析等工具，強化平台工具的使用方式，發展出一套系統性提升5A階段轉換缺口的解決方案，促進賣家整體銷售額，並能以此方法衡量使用平台工具在不同階段的行銷生產力。
亞馬遜第三方賣家Hour Loop在實踐本研究之「創新亞馬遜消費者5A路徑設計方法」後，有效達成此方法中5個階段的指標：廣告觸及人數成長123倍、廣告點擊次數成長208%、銷售轉換率成長8%、退貨率降低376%、銷售額上升100%、顧客評論增加5.1%。證實本研究之解決方案能讓賣家達成各階段的行銷目標，提升階段間的轉換率。未來亞馬遜第三方賣家可參考本研究進行行銷規劃，幫助賣家在激烈的亞馬遜市場中增加銷售，贏得勝利

The E-commerce industry keeps on growing. It has boomed because Convid-19 began. It attracts many sellers to start their businesses on Amazon. The active seller accounts are nearly 15 million in 2021. How to well-utilize tools provided by Amazon bring in more traffic and turn it into product sales in highly competitive market is a life-or-death issue for Amazon sellers.
Using 5A model customer journey, the study examines the customer path and key touchpoints on Amazon then points out the bottleneck between each stage. We combine the concept of Marketing 4.0 and Amazon tools to design a new structural Amazon customer journey solution. Amazon sellers can implement the solution to enhance sales and evaluate Amazon tools’ marketing productivity in each stage.
The Amazon third-party seller, Hour Loop, implemented the “Innovative Amazon 5A Model Solution” and achieved KPI for each stage: advertisement impression growth by 123 times, advertisement session growth by 208%, conversion rate growth by 8%, return rate reduction by 376%, sales growth by 100% and customer review growth by 67%. It proves that the solution methodology can enhance conversion rate, accomplish marketing goals for each stage, and increase sales remarkably. Amazon third-party sellers can refer to our study and conduct marketing plans to achieve sales growth in the competitive Amazon market.

論文審定書 i
致謝 i
摘 要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第二章 文獻探討 4
第一節 亞馬遜平台經營現況 4
第二節 亞馬遜第三方賣家介紹 4
第三節 行銷觀念的演進 6
第四節 行銷4.0的行銷戰術 7
第五節 5A顧客體驗路徑 8
第六節 亞馬遜工具介紹 11
第七節 亞馬遜顧客體驗路徑現況分析 19
第三章 研究方法 26
第一節 設計科學研究法 26
第二節 研究步驟 28
第四章 設計發展解決方法 30
第一節 設計發展解決方案 30
第二節 解決方案衡量指標 41
第五章 展示與評估 45
第一節 個案簡介 45
第二節 個案解決方案展示 46
第三節 個案評估 55
第六章 結論與討論 59
第一節 研究成果 59
第二節 研究貢獻 59
第三節 研究限制與未來研究方向 61
第七章 參考文獻 62

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