- 學位論文
中國大陸實體IT產品通路虛實整合(O2O)策略探討與建議—以百腦匯為例
The Online to Offline Strategy of Offline IT Channel in China—A Case Study of Buynow
摘要
隨著互聯網在中國迅速的擴張和興起，不僅僅帶動了中國互聯網上的社群活動發展活躍，更帶動了中國的網路經濟迅速起飛，因此，現有的中國實體通路商正面對網路商城的重大威脅，在互聯網的衝擊下，消費者的消費行為正在產生改變，消費者不再已實體通路為選購的第一考量，紛紛轉向網路商店進行購買行為，IT產品也同樣受到影響，過往大家習慣的實體IT賣場、3C賣場和「電器一條街」也漸漸受到網路商城的衝擊，因此許多實體通路開始尋找能夠貫穿虛擬和實體的方式對市場潮流進行應變，嘗試新型態的商業模式，因而產生了「虛實整合O2O (Online to Offline)」 本研究為了充分研究實體IT通路的虛實整合O2O的策略並提供建議，針對以下幾個面向做研究： 1.虛實整合O2O的成功關鍵因子為何？ 2. IT產品通路企業是否適合執行虛實整合O2O策略？ 3.百腦匯的虛實整合O2O策略研究與建議 最後結合以上分析產業分析並針對個案公司的虛實整合O2O策略研究，歸結出以下幾項虛實整合O2O策略的成功關鍵因素： 1. O2O虛實整合的起源必須是消費者的「即時、自發性」需求 2. O2O的組成為金流、物流、資訊流加上實體店面的完美串流 3. O2O模式有單向和雙向兩種模式 4. IT產品的高單價、高體驗性，有利於O2O的發展
並列摘要
The growth and expansion of Internet in China helps to develop not only the widespread social network but also the E-commerce, which threatens the physical retailers. The reason behind is that, due to the Internet, many consumers now can choose to shop online rather than offline. Without exception, traditional IT retailers also face the same challenge. In this case, many physical retailers begin to combine both online and offline resources and create a new business model called “Online to Offline (O2O)” in order to respond accordingly to the challenge from E-commerce. This research analyzes the Online to Offline (O2O) strategy for physical IT retailers in order to provide further suggestions. Moreover, this research will study the following questions and scopes: 1. What’s the critical element to succeed in O2O strategy? 2. Whether physical IT retailers are suitable for O2O strategy? 3. Study O2O strategy of Buynow and make suggestions This research has several conclusions after analyzing the industry and the case study. 1. The O2O strategy needs to be made based on the instant and spontaneous demand from consumers 2. A successful O2O strategy needs the perfect combination of cash flow, logistics, information flow and physical store 3. The O2O strategy has both one-way and two-way modes 4. IT products have the features of high price and high need of experience, which are advantages for the development of O2O strategy