虛實整合通路下的經營模式—以台灣某知名傢俱居家修繕中心為例

The Study on the Bussiness Models for Clicks and Mortar -- The case of Home Improvement Center In Taiwan

陳信宏(Hsin-Hung Chen)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2010年)

摘要

隨著資訊時代的來臨，網路已成為人類生活的必備工具，網路行銷的應用也不斷的進步。在台灣這種地窄人稠的都會地區，網路行銷成為各個企業的兵家競爭之地，因此許多企業主紛紛成立網路商店，企業主應該如何在實體商店與網路商店兩方面的整合經營，來讓網路商店替企業帶來更高的獲利、提高顧客滿意、維持顧客關係以及提昇整體企業形象，則是各個企業主的重要課題。
本研究先以訪談法來分析個案公司在虛實整合方面的經營手法，再以問卷調查得到網站特性、消費者特性及優惠政策與網路購買意願之間的相關性。研究結果指出一個成功的網路商店，除了必須有一個好的網站設計之外，還有一個重點則是運用網路的特性並針對消費者行為來進行行銷；而網站特性、消費者行為、優惠政策與網路購買意願之間經由問卷調查是呈現正向關係。本研究期望能提供有效的決策資訊，作為某知名傢俱居家修繕中心行銷策略的參考，並給其它虛實整合的企業在經營策略方面的參考。

關鍵字

虛實整合 ； 經營模式 ； 購買意願

並列摘要

As the information era comes, internet has become an inevitable tool for human life. The application of e-marketing has been growing up. The network marketing business in Taiwan, an island having densely populated metropolises, has become competitive through the country. Many business owners should know how to integrate physical stores and online stores in order to bring more profits, to improve customer satisfactions, to maintain customer relationships, and to promote enterprise reputations. Those are important issues for business owners.
The study firstly did interviews to analyze the business model for clicks-and-mortar by the case of home improvement center in Taiwan. The next step was to find the correlation among website characteristics, consumer characteristics, preferential treatments, and purchase intensions by using the questionnaire surveys via the Internet. The result points out that the successful online store requires not only a good website design but also the applications which are designed by the observation of consumer behaviors as a foundation. By using the questionnaire survey, the study shows that website characteristics, consumer behaviors, preferential treatments, and purchase intensions through internet have positive relationship among these four events. The study provides effective decision-making information and marketing strategies for a well-known home improvement center in Taiwan; Also provides practical suggestions of business model for other clicks-and-mortar enterprises.

並列關鍵字

clicks-and-mortar ； Bussiness Models ； purchase intensions through internet

參考文獻

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