中國大陸IT賣場之虛實整合策略探討

Abstract

隨著中國經濟的起飛，IT產品的市場潛力也逐漸受到各方關注，知名IT產品的品牌廠家紛紛投入中國IT市場時，使得各區的IT通路商也逐漸崛起，在各方稱霸。當各種IT通路的界線逐漸模糊、競爭加劇之際，一些IT賣場開始採取虛實整合策略，利用跨足虛擬通路拓展第二銷售管道。但是當IT賣場準備採取虛實整合策略時，如何有效結合虛實體通路的優勢成了最主要的考慮因素。 本研究為求充分了解IT賣場採取虛實整合策略的機會以及可能採取的策略，針對IT通路的產業進行分析，以及IT產業分銷體系中IT賣場、商家、廠家的三角關係進行剖析；並針對以下問題進行探討： 1. 中國IT賣場跨足虛擬通路究竟有何競爭力？其發展限制為何？ 2. 中國IT賣場該如何擬定跨入虛擬通路的具體策略作法？ 3. 採取虛實整合策略的IT 賣場如何避免通路競蝕問題？ 最後結合以上的產業分析針對個案IT賣場的虛實整合實例予以分析檢討，找出進行不同虛實整合策略的關鍵決策因素： 1. 原有的實體通路是優勢也是限制。 2. 採用B2C網上商城必須注意通路競蝕。 3. B2C與C2C營運模式各有利弊；必須納入「網站成熟度」以及「實體賣場的地理分布」這兩個關鍵因素做策略考慮。

Due to the potential growth of IT market in Mainland China, there were more and more IT product companies target on China market. Besides, in mainland China, the in creasing number of IT distribution channels, which were responsible for product distribution, led to the competitions between channels. Moreover, the competitions between IT channels become more and more vying recently because of the vague boundaries between different channels. Therefore, the IT malls are establishing the second selling channels, website, based on their click-and-mortar strategies. During the strategy-planning process, the IT mall needs to coordinate the advantages from physical mall and website. This research analyzes the China IT distribution industry as well as the distribution system in China to explore the opportunities of online market and possible tactics of IT mall website. Moreover, this research will answer following issues: 1. If IT mall establish the website for online selling, what will be the competence and limits of IT mall? 2. What are the concrete website strategies of IT mall? 3. How do IT malls prevent the cannibalization effect under click-and-mortar strategies? This research has several conclusions based on the industrial analysis and the cases of IT malls taking the click-and-mortar strategies. 1. The original IT mall is not only the advantage but the disadvantage. 2. The IT mall under B2C strategy has the possibility of the cannibalizations between physical and virtual channels. 3. B2C and C2C strategies have their own advantages and disadvantages; therefore, so the IT mall should consider the development level of website as well as the locations of physical IT mall during planning the website strategy.