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標題: | O2O通路虛實整合策略之探討 :
以G個案公司為例 The Research on the Strategy of the Virtual Integration in the O2O Channel : Taking the Case Company G as an example |
作者: | Chia-Chun Chen 陳佳濬 |
指導教授: | 湯明哲 |
關鍵字: | 服飾零售業,電子商務,O2O線上線下通路虛實整合策略, Apparel Retail,E-Commerce,020 Online and offline integration strategy, |
出版年 : | 2018 |
學位: | 碩士 |
摘要: | G個案公司為亞太區知名的服飾零售商之一,進入台灣市場已經三十年,目前在台灣擁有超過兩百間門市(涵蓋旗艦店及實體體驗店),為國內服飾連鎖型企業的領導品牌之一,具有相當高的知名度和影響力。多年以來,G個案公司一直堅持成本領先策略,在庫存管理及成本控制等方面具有相當程度的競爭優勢。但是,由於實體連鎖店之店面租金、員工成本及各項管銷費用不斷地增加,使得經營成本日益高漲,且鑒於目前服飾零售業電子商務的快速發展,對既有的實體店面業務造成相當大的衝擊,迫使G個案公司必須優化機靈及與時俱進,方能在競爭激烈的服飾零售市場之中存活。故其迫切需要在網際網路及電子商務快速發展的嶄新環境下,對競爭策略做動態彈性的調整。本研究的研究問題為傳統服飾零售業G個案公司,如何在競爭激烈的環境下,對其原有的實體店營運策略做出O2O線上線下通路虛實相互整合的機動調整。運用競爭策略的動態彈性修正,掌握行動網際網路快速發展的商機,充分而有效地運用其所擁有的多家實體體驗店之豐富資源,開拓嶄新的經營商業模式,以減少客戶的購物成本、延伸實體店面的線上虛擬空間、提升坪效與來客率,為其在競爭激烈的服飾零售市場之中,獲致競爭優勢。
本研究以G個案公司實體店面目前在電子商務快速發展所遭遇的問題為基礎,分析其所在產業的整體環境、外部環境、內部資源與能力,以及核心目標消費族群的消費者行為變化,提出適合目前情況的O2O線上線下通路虛實整合經營商業模式的競爭策略,聚焦於市場定位,並對執行期間可能出現的風險,做出審慎評估,另提出因應策略,以維持營運優勢。同時,本研究也對服飾零售業的電子商務與O2O線上線下通路虛實整合策略之執行具有相當程度的借鏡價值。本研究建構整合式之O2O通路虛實整合生態系統(Ecosystem),運用行動網際網路將實體連鎖店舖與線上官網及網路商店、手機APP應用軟體、通訊軟體Line、社群媒體如臉書(Facebook)和Instagram、雲端客戶關係管理(CRM)密切地整合起來,並藉由大數據(Big Data)分析和人工智慧(AI)科技來優化服務,為消費者提供更為便利多元的購物體驗,也會為G個案公司開創新的商機。 G Case Company is one of the well-known apparel retailers in the Asia-Pacific region. It has been in the market for thirty years and currently has over two hundred stores in Taiwan (covering flagship stores and physical experience stores). It is one of the leading brands of domestic apparel chain companies with very high reputation and market influence. For many years, G Case Company has always insisted on a cost-leading strategy and considerable degree of competitive advantage in inventory management, cost control and so on. However, due to the continuous increase in storefront rentals, employee costs, and operating expenses, G Case Company’s operating costs have been rising. Due to the rapid development of apparel e-commerce, the existing physical store business has caused considerable. The severe impact forced G Case Company to optimize its cleverness and keep pace with the times in order to survive in the fiercely competitive apparel retail market. Therefore, G Case Company urgently needs to make dynamic and flexible adjustments to its competitive strategy under the new environment of the Internet. The research question for this research is how the traditional costume retail G case company made its maneuvering adjustments to its original cost leadership strategy in the highly competitive environment. The use of a dynamic and flexible adjustment of competitive strategies enabled G Case Company to grasp the opportunities for the rapid development of mobile Internet, fully and effectively use the rich resources of its multiple entity experience stores, and develop new business models to reduce customers’ shopping costs, the extension of online virtual space in physical stores, the promotion of ping effect, and the increase in the passengers' arrival rate have given G Case Company a competitive advantage in the highly competitive apparel retail market. This study is based on the problems encountered in the rapid development of the Internet in G Case Company's physical store. It analyzes the overall environment, external environment, internal resources and capabilities of the G Case Company's industry, and changes in consumer behavior of the core target consumer groups. , Propose a competitive strategy for the virtual and integrated business model of 020 online and offline channels suitable for the current situation of G Case Company, and focus on the market positioning of G Case Company to formulate G Case Company’s 020 online and offline access virtual and integrated business model , And made a cautious assessment of the risks that may arise during the implementation period, and made a response strategy, which gave G Case Company a competitive advantage in the fierce competition in the apparel terminal market in the future. At the same time, this study also has a considerable degree of insight into the implementation of the actual integration strategy of e-commerce and 020 online and offline channels in the clothing retail industry. This study constructs an integrated O2O pathway virtual integration ecosystem (Ecosystem), focusing on the use of mobile Internet to store multiple physical storefronts and online (on-line) applications, mobile apps, LINE, Facebook, and cloud. The close integration of Customer Relationship Management (CRM) Customer Service Centers and G Case Company's official website, while providing consumers with a more convenient physical shopping experience, will also add new results to G Case Company. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77624 |
DOI: | 10.6342/NTU201801774 |
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顯示於系所單位: | 國際企業管理組 |
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