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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76625
標題: | 虛實整合銷售模式之探討—以健康食品為例組織轉型與策略 Investigating the Integration of Virtual and Real Sale Models: The Case of Health Food Industry |
作者: | Hsiao-Ting Lo 羅曉婷 |
指導教授: | 李存修 |
關鍵字: | 健康食品,虛實整合,直銷,電子商務,實體通路,通路, Health foods,O2O,Direct selling,Electronic commerce,Offline channel,Channels, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 網路科技的普及和消費者購物習慣的改變帶動了電子商務的興起,但也衝擊了傳統實體和直銷通路;虛實通路的整合也成為各個零售業者必須面臨的課題。本研究著重於健康食品和生技產業零售通路的虛實整合,以A健康食品公司作為主要研究個案,透過另外四家零售公司的訪談探討虛實整合策略的形成和相關挑戰。訪談結果顯示,無論原本是實體零售商或是網路商店,虛實整合是零售業必然的趨勢,業者不應將各通路視為分開經營的事業體,而是一個整合的策略。虛實整合策略中,實體店面通常適合扮演品牌體驗的角色,可輔助網路商店的銷售。此外,由於健康食品產業多以直銷為主要銷售模式,本研究也特別探討直銷和網路通路的整合策略,希望發展出的實體-直銷-網路虛實整合架構可作為其它零售業者的參考。 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. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/76625 |
DOI: | 10.6342/NTU201700198 |
全文授權: | 未授權 |
顯示於系所單位: | 財務金融組 |
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ntu-106-P03745018-1.pdf 目前未授權公開取用 | 2.81 MB | Adobe PDF |
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