Omni-Channel商業模式研究 – 以美國、台灣服飾業為例

透過智慧型行動裝置，消費者得以隨時隨地展開其購物流程，實體與虛擬通路之間的界線將逐漸模糊甚至消失，無縫的購物體驗將有助於提升消費者的忠誠度與價值，而受到2020年Covid-19疫情的影響，前往實體通路的可能性大幅降低，許多人轉以數位的方式搜尋、瀏覽、購買商品，疫情後，實體門市再次開放，但隨著人們消費習慣的改變，線上線下都已納入其購物流程當中，全通路的發展速度將大幅提升，因此，全通路對於服飾業者是未來重要的發展趨勢之一。本研究以個案研究法為主，對於美國與台灣的服飾產業之全通路發展與現象進行探討、分析、歸納與統整。本研究結果發現美國與台灣雖然在零售、電子商務的發展上有較相似的歷程，但在全通路的發展上，美國服飾業者於全通路的策略發展上較為全面且多元，而台灣目前僅位於全通路的起步階段，因此針對全通路發展策略上之差異，本研究對台灣的服飾業者在未來發展的方向上提出實務建議，期望未來台灣服飾產業的全通路發展將更加快速與豐富。

關鍵字

全通路；新零售； OMO ； Omni-channel ；服飾零售；零售發展

並列摘要

Nowadays, consumers can start their consumer journey anytime and anywhere with their smart mobile devices. The obstacle between physical and virtual channels will gradually blur or even disappear, and the seamless shopping experience will help company to enhance consumer loyalty and value. With the impact of the Covid-19 epidemic in 2020, the likelihood of going to a physical location has decreased dramatically, and many people are turning to digital channels to search, browse, and purchase products. After the epidemic, physical stores opened again, people's consumption habits have changed, both online and offline channels are incorporated into consumer journey, the development speed of omni-channel will be greatly increased, therefore, omni-channel is one of the important development trends for apparel industry in the future. This study uses case study approach to investigate, analyze, summarize, and consolidate the development and phenomena of omnichannel in the apparel industry in the United States and Taiwan. The results of this study reveal that although the United States and Taiwan have a similar history in the development of retail and e-commerce, the U.S. apparel industry is more comprehensive and diversified into the development of omnichannel strategies, while Taiwan is only at the initial stage of omnichannel development. Therefore, in view of the differences in the development strategies of omni-channel, this study proposes practical suggestions for Taiwan's apparel industry in the direction of future development, hoping that the omni-channel development of Taiwan's apparel industry will be more rapid and abundant in the future.