智慧零售

臺北科技大學 115-1 學期課程，課號 363981。

課程大綱

面對各種數位化革新技術浪潮的衝擊，零售業者必須置入各項智能科技進行數位行銷與商業模式的開發，例如零售業者使用無人商店、智能支付系統、擴增/虛擬實境、元宇宙、物聯網 (IoT)、消費數據分析、人工智慧 (AI)、機器學習等先進技術，將傳統零售環境轉變為更智慧、更便捷、更個性化的消費體驗。甚至利用這些新興數位科技與和數據資源實踐零售業態的升級和轉型，進而不斷涌現出新型業態和新型商業模式的品牌體驗與管理。據此，本課程將以介紹當代智慧零售個案為主軸，介紹智慧零售實務的同時，也帶出其背後運作的主要理論基礎，藉此以促進實務與理論並重的學習效益。 Faced with the impact of various digital innovation waves, retailers must integrate various smart technologies to develop digital marketing and business models. For example, retailers use advanced technologies such as unmanned retail stores, smart payment systems, augmented/virtual reality, the metaverse, the Internet of Things (IoT), consumption data analysis, artificial intelligence (AI), and machine learning to transform the traditional retail environment into more intelligent, more convenient and more personalized consumption experience. Retailers use these emerging digital technologies and data resources to implement retail upgrading and transformation and then emerge with new business models for brand experience and management. Accordingly, this course will focus on introducing contemporary smart retail cases. Introducing smart retail cases will also bring out the main theoretical foundations, resulting in learning benefits that emphasize practice and theory.

課程進度

1. Course introduction 課程介紹 2. Smart retail service experience (1): Augmented reality 智慧零售服務體驗 (1): 擴增實境 3. Smart retail service experience (2): Virtual reality 智慧零售服務體驗 (2): 虛擬實境 4. Smart retail service experience (3): Metaverse 智慧零售服務體驗 (3): 元宇宙 5. Smart retail service experience (4): AIoT 智慧零售服務體驗 (4): 人工智慧物聯網 6. A foreign smart retail scholar's speech 國外智慧零售學者演講 7. Retail service robots and marketing (1) & Practice 零售服務機器人與行銷 (1) & 實作 8. Retail service robots and marketing (2) & Practice 零售服務機器人與行銷 (2) & 實作 9. Retail service robots and marketing (3) & Practice 零售服務機器人與行銷 (3) & 實作 10. Midterm project report 期中專案報告 11. Smart retail omnichannel (1): Payment 智慧零售全通路 (1): 支付 12. Smart retail omnichannel (2): Experience 智慧零售全通路 (2): 體驗 13. Smart retail omnichannel (3): Store operations 智慧零售全通路 (3): 門市營運 14. Smart retail manager speech 智慧零售業界師資演講 15. Retail & Group Buying (1): Live streaming 零售 & 團購 (1): 直播 16. Retail & Group Buying (2): Social commerce 零售 & 團購 (2): 社交商務

評量方式

Expression of opinions and attendance in class 20% 平時發言與出席 Midterm project report 30% 期中專案報告 Final project report 30% 期末專案報告 Peer review 20% 同儕評分

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：否 Self-made materials are sourced from international marketing journals and cases.