實體與虛擬通路特性與績效的比較

COMPARISIONS OF CHARACTERISTICS AND PERFORMANCES BETWEEN PHYSICAL CHANNELS AND VIRTURAL CHANNELS

林立群(Li-Chun Lin)

指導教授 ： 沈永正

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

本論文研製之主題，係因近年網路市場日益蓬勃的發展，發現企業主在決定行銷策略與通路策略時，不可避免地都必須進行通路選擇或通路整合規劃，以達成獲利最大化之目標。因此本論文透過邀請同時經營虛擬與實體通路之特定企業主或高階主管深度訪談之質化調查方式，獲得實務上第一手關於企業在面對兩個通路時，其營運與策略設定的資訊。

本論文共分為四個部分。第一部分為有關於實體通路與虛擬通路、通路選擇的文獻探討，也說明質化調查的方法學文獻資料。其次為本論文之研究設計與研究方法。第三部分為經過質化調查之深入訪談後所歸納之研究發現，並分別說明訪談結果、訪談彙整資料、與整合性分析。最後一部份為本論文之總結，包括研究結論與建議、學術意涵與實務意涵、以及研究限制與未來研究方向等。

讀者除了可藉本文一窺企業通路策略選擇的究竟，也希望提供後繼研究者一些相關資訊，作為未來後續研究時的參考。

關鍵字

虛擬通路 ； 實體通路 ； 通路選擇 ； 通路策略

並列摘要

Due to the booming of online market these decades, the retail enterprises need to consider both channel choices and channel integration inevitably to make the largest profit. However, most researches discussed the channel choices or channel management between virtual and practical channels theoretically, which induced this research: how about the real world? what will the enterprises do? In this research, we interviewed 3 top managers from different retail enterprises which built-up both virtual channel and practical channel. From the methodologies of “standardized open-ended interview” of the qualitative survey, we got some precious findings. Moreover, we integrated some conclusions based on our findings and the observations from online market development.

This research is divided by 4 major parts. First of all is the theorem of the research, we introduce the basic concepts of both virtual channel and practical channel, the channel selection, as long as the methodologies of qualitative survey. The second part is the designation and methodology of the qualitative survey. Next, we describe our key findings based on the survey. In the end, we come out the conclusions and suggestions of the research, as well as the academic implications and practice implications; we also talk about the study limitations and the research suggestions for future study.

From this research, readers can get the most updated information about the key channel strategies from certain retail enterprises; also can get the main ideas when they make channel choices. We hope the research thereafter will have more hints from this.

並列關鍵字

physical channel ； virtual channel ； channel choice ； channel strategies

參考文獻

6.Haynes, Paula J. and Valerie A. Taylor (1995), “An Examination of Strategic Practices in Online Retailing,” Journal of Internet Commerce, 5, 3, pp.1-26.

7.Peterson, G. (1997), “The power of words: literacy and revolution in South China”, Vancouver: UBC Press, 19, p49-95.

8.Alba, J., Lynch J., B.Weitz, C. Janiszewski, R. Lutz, A. Sawyer, and Wood S. (1997), “Interactive home shopping: consumer, retailer and manufacturer incentives to participate in electronic marketplaces,” Journal of Marketing, 61, 3, pp. 38-53.

9.Chiang, Kuan-Pin and Ruby Roy Dholakia (2003), “Factors Driving Consumer Intention to Shop Online: An Empirical Investigation,” Journal of Consumer Psychology, 13, 1&2, pp.177-183.

10.Kauffman, Robert J. and Laura Lally (1994), “A Value Platform Analysis Perspective on Customer Access Information Technology,” Decision Sciences, 25, pp. 767-94.