- 學位論文
實體零售業的網路通路拓展-以我國綜合商品零售業為例
A Study of Strategies of Click-and-Mortar Retailers- General Merchandise Stores in Taiwan
摘要
自網路購物風氣興起，因其具有快速交易與無疆域性的優勢，全球實體零售業者業績受到莫大衝擊，紛紛思考因應的戰略，而拓展虛擬通路也是選項之一。台灣消費市場有限，綜合商品零售業競爭激烈，超商業者統一超商與量販業者大潤發率先推出線上購物平台，企圖以拓展網路通路的方式來因應競爭，並提升營運業績。 本研究結合文獻探討、次級資料、觀察法、以及個案研究法，主要探討實體型綜合商品零售業者在拓展網路通路的動機、歷程、策略等，以及在網路通路中的長尾理論應用。本研究首先探討通路衝突與對應關係、綜合商品零售業現況、實體零售業者之網路通路現況、市場策略分析等主題，再將通路價值、通路關係、長尾理論應用作為本研究之分析架構，在對台灣綜合商品零售業現況有深入了解後，以個案研究法探討兩間個案公司在拓展虛擬通路上的價值與效用考量，最後提出實體型綜合商品零售業者在拓展網路通路上的策略意涵。 研究結果發現： 1. 兩個案公司的網路通路給予消費者的「空間便利性」和「商品多樣性」效用比起原有實體通路更高，此為兩個案公司選擇拓展網路通路的共同因素。 2.兩個案公司在虛實通路關係上未達顯著共識，統一超商虛實整合程度較大潤發來的高。但兩個案公司之營運業績皆因網路通路的拓展而有所助益。 3.兩個案公司皆將形成長尾的三股力量「生產工具大眾化」、「配銷工具大眾化」、「連結供給與需求」準確應用在網路通路上，將長尾效益有所發揮。 整體而言，個案業者對於網路通路的開拓抱持正面且樂觀的態度，相信透過這些標竿個案，可供其他台灣綜合商品零售業者學習與仿效。
並列摘要
According to the trend of e-commerce which equips with advantages of fast trading and no boundary restricted, the performance of physical retailers in the world is defeated by e-commerce, so that every physical retailer try to find out strategies to compete with it, including establishing internet channels. In Taiwan, there is a limited market and the competition level is very high in general merchandise stores, PCSC which is a convenience store and RT-MART which is a wholesaler try to be the first to establish internet shopping websites, in order to fight with other competitors by e-commerce and increase their operating performance. This study includes literature review, observation, secondary qualitative study and two case studies, the main discussion is what the motivations, process, and strategies the physical general merchandise companies have, and the applications of long-tail theory. According to literature reviews, this study summarizes three dimensions of channel evaluation, including channel value, relationships between different channels, and application of long-tail theory. Concluding from the two cases, the result of this study will be appeared by the following statements： 1. Giving customers more “spatial convenience” and “product variability” is the same reason for the two companies to establish internet channels. 2. PCSC has more connections between physical and internet channels than RT-MART, but they are all benefited by operating internet channels. 3. Both PCSC and RT-MART gain the benefits by employing the three powers of the long tail precisely. To sum up, the two companies regard internet and physical channels as two different segments and believe that operating internet channels is a way to increase revenue.