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Investigating the Integration of Virtual and Real Sale Models: The Case of Health Food Industry
Health foods,O2O,Direct selling,Electronic commerce,Offline channel,Channels,
|Publication Year :||2017|
The prevalence of the internet and changes in consumer habits have brought about the rise of electronic commerce, but have also impacted on traditional offline and direct selling channels. Integration of online and offline channels have thus become a key issue for retailers to consider. The current study is focused on integration of retail channels in the health foods and biotech industries. Using health food company A as a case study, this study conducted interviews with four other retailers to better understand the formation and challenges of channel integration. The results of our interviews showed that channel integrations are an unavoidable trend for both physical and online retail stores. Retailers should not view each channel as separate but as part of an integrated strategy. In an integrated channel strategy, the physical channel often functions as a venue for experiencing brands, which supplements the sales of the online channel. Additionally, as direct selling is the main business model used by the health foods industry, we also studied integration of direct selling and online channels. We hope that our physical-direct selling-online integration framework can be used as a reference for other retailers.
|Appears in Collections:||財務金融組|
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|2.81 MB||Adobe PDF|
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