本論文以「想不同國際股份有限公司」為研究核心，深入探討台灣中小型零售
業在新零售與數位轉型趨勢中的策略發展與經營成效。
研究運用個案研究法，結合理論分析與多元質、量性資料，對該公司 2019 年至
2024 年間的經營策略歷程、全通路建設、POS 數據運用、會員經營到 Martech
導入等實務面進行全方位解析，創造每年年業績增長超過 40%。
研究成果顯示，該公司成功整合線上線下通路（OMO） ，強化數據驅動的決策
流程，尤其以電子閱讀器市場的多品牌、體驗專賣、會員社群深經營為代表，
不僅帶動業績持續增長，也穩固了品牌競爭優勢。
此外，論文回顧並檢證新零售理論於中小企業內的實踐成效，包括：
（1）數據中台（如 POS、會員）為小型零售決策提供即時依據。
（2）Martech 工具導入提升營運效率與行銷精準度。
（3）單一個案深度剖析，助於縮短學理與實務落差。
（4）提出具體操作模式（如全通路整合、社群共創、售後加值服務），為業界
提供可參考的數位轉型方案。
研究啟示：新零售轉型成敗關鍵在於企業有無系統性整合數據、強化顧客經
營、善用 Martech 工具，並因應在地需求靈活調整策略。本論文提供台灣中小
零售研究文獻不足之處，並證明微、小型亦能透過數位化實現長期成長與產業
影響力，並為零售產業提供具體策略與操作建議。未來可進一步推廣或輔導此
模式至不同零售業種，或進行多個案跨業比較，驅動台灣零售產業整體升級。

This thesis centers on the case study of Think-Different International Co., Ltd. as the
core research subject, delving into the strategic development and operational
effectiveness of Taiwan's small and medium-sized retail industry in the trends of new
retail and digital transformation.
The research employs a case study method, combining theoretical analysis with
diverse qualitative and quantitative data, to conduct a comprehensive analysis of the
company's operational strategy process, omnichannel construction, POS data
utilization, member management, and the practical aspects of Martech
implementation from 2019 to 2024.
The research findings indicate that the company has successfully integrated online
and offline channels (OMO), strengthened data-driven decision-making processes,
particularly represented by the multi-brand, experiential specialty store, and deep
community engagement in the e-reader market. This not only drives continuous
growth in performance but also solidifies the brand's competitive advantage.
Furthermore, the thesis reviews and verifies the practical effectiveness of new retail
theories within small and medium-sized enterprises, including:
(1) Data platforms (such as POS, membership) provide real-time decision-making
support for small retailers.
(2) The introduction of Martech tools enhances operational efficiency and marketing
precision.
(3) In-depth analysis of a single case helps to bridge the gap between theory and
practice.
(4) Proposing specific operation models (such as omnichannel integration, community
co-creation, post-purchase value-added services) offers replicable references for
digital transformation in the industry.
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Research implications: The key to the success or failure of new retail transformation
lies in whether enterprises systematically integrate data, strengthen customer
management, make good use of Martech tools, and flexibly adjust strategies
according to local needs. This thesis addresses the gaps in research literature on
Taiwan's small and medium-sized retailers and demonstrates that even micro and
small enterprises can achieve long-term growth and industry influence through
digitalization, providing concrete strategies and operational suggestions for the retail
industry.
Future prospects: The model can be further promoted or guided to different retail
sectors, or multiple case studies across industries can be conducted to drive the
overall upgrade of Taiwan's retail industry.