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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62301
標題: | 從歐美時尚精品零售通路產業,探討台灣實體通路業者進入虛擬通路之策略與商業模式 The Analysis of Strategies and Business Models for Taiwanese Physical Retailers Developing Online Distribution through Western Luxury Retailers’ Competitive Landscape |
作者: | Pei-Fang Yamamoto 山本佩芳 |
指導教授: | 陳文華(Wun-Hwa Chen) |
關鍵字: | 時尚精品,時尚精品零售通路,虛實整合,多通路零售, Luxury Good,Luxury Retailer,Click-and-Mortar,Multi-Channel, |
出版年 : | 2013 |
學位: | 碩士 |
摘要: | 資訊科技的成熟、經濟環境與顧客消費行為的改變,使得國外時尚精品零售通路業者,紛紛以不同的形式建立虛擬通路,歐美的精品通路業者,已經以獨特的競爭優勢與創新的商業模式,主動創造消費需求,改變了時尚精品產業的競爭態勢,實體通路業者更因此獲得了虛實整合的效益。相對於此,台灣的時尚精品零售通路產業內卻未有成功發展虛擬通路的案例,本研究的目的主要探討:在多通路零售策略下,台灣時尚精品零售通路業者在大中華地區如何以獨特的定位發展創新的虛擬通路商業模式。由於歐美時尚精品產業引領全球,因此研究將分析國外時尚精品零售通路的商業模式,並且找出電子商務的創新經營模式,以協助台灣精品通路業者在大中華地區的虛擬通路之布局。
另外,本研究藉由訪談國內的時尚精品零售業者,整理出台灣業者所面臨的困境與機會,並據此提出虛擬通路的經營策略與趨勢。透過國外資料的整理與訪談,本研究最後歸納出台灣時尚精品實體通路業者進入虛擬通路之策略與商業模式。 With the maturity of IT technology, recession and the change of customer behavior, many western luxury retailers have built their online distributions in different ways. Online retailers have attracted new consumers and changed competitive landscape of luxury industry by establishing unique competitive advantages and innovative business models. Physical retailers also get the benefit from Click-and-Mortar. Compared to those western retailers, Taiwan’s retailers haven’t developed a successful business model in the virtual channel yet. This research is to find out how Taiwanese luxury retailers such as boutiques or department stores should develop the business model of online distribution under a multi-channel strategy. Taiwanese luxury retailers should take advantages of their resources and abilities to run business not only in Taiwan but in China. In regards to the success of western luxury retailers, this research will focus on analyzing the business models of western luxury retailers and their innovative e-commerce business models which contributes to guide Taiwanese fashion luxury retailers to build online distribution in Taiwan and China. Besides, this research had interviewed department store’s managers and sorted out difficulties that Taiwanese luxury retailers have to overcome when it comes to online distribution. Moreover, the research proposes corresponding strategies. Through reorganizing the western materials and interview, this research will propose strategies and business models for Taiwanese luxury retailers entering online distribution. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/62301 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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ntu-102-1.pdf 目前未授權公開取用 | 9.27 MB | Adobe PDF |
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