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Title:	體驗經濟時代下機能衣業通路轉型之研究-以J公司為例 The study of channel transformation for the function closinf industry in the experienced economy era-base on J firm for a case
Authors:	石鳳嬌
Contributors:	季延平石鳳嬌
Keywords:	體驗經濟機能衣業通路轉型 Experienced Economy The Function Clothing Channel Transformation
Date:	2016
Issue Date:	2017-03-01 17:05:42 (UTC+8)
Abstract:	本研究的進行，乃基於體驗經濟時代的來臨促使消費模式的改變，再加上氣候異常與競爭日激等外部環境劇變，使得原先營運有成的機能衣業業者營運業績下滑劇烈，則如何從中突破營運困境即是功能衣業者當前重要議題。然而體驗經濟的落實，需從通路進行。但我國機能衣業大多是歷史悠久的傳統公司，要其立即配合體驗經濟時代需求的通路轉型，必會產生問題而需克服，促其業績與獲利成長。有鑑於此，本研究針對企業策略與戰術、行銷策略-4P’s到4R’s、行銷通路的定義、結構、行為與關係、策略、衝突、風險、創新、績效評估、多通路行銷和整合等進行文獻探討。並以體驗經濟時代為自變數，機能衣業通路轉型為應變數，進行探索性的個案式研究。其中從個案產業結構、公司營運現況、通路發展變化等三方向進行分析。最後，本研究得出如下結論與建議。結論上，一則機能衣業”產品領域”擴增，而致”競爭者領域”產生變化。二則機能衣業通路變化大，勢必轉型。建議上，根據商店類型鋪貨而非一致性鋪貨，並轉為多功能的通路。按照經銷商特性而對商品廣度及深度，給予不同支援。針對大型連鎖通路開發獨家專賣產品，增加合作模式。而且與同業通路共享，減少商品的備貨風險。強化虛擬通路的規劃，人力與訓練。發展主動攻擊的追單的團體訂單模式。 The dramatic change of consuming model and external environments, they lead the sales of the function clothing to declining in the experienced-economy era. How do the function clothing transform to boost their sales in the experienced-economy era? The only way: they have to promote channel-transformation. Therefore, the study invested in literature(business strategy, marketing strategy, marketing channel etc.) review, adapted exploring and case study, and analyzed the industry structure, operating situation and channel change of the case deeply. In the end, the study got the conclusion and suggestion: In the conclusion: 1. The function clothing has to develop the “product field” to the “competitors field”. 2. The function clothing has to promote channel-transformation comprehensively. In the suggestion: 1. The case firm has to base on the difference of channel to supply and develop multi-function channel. 2. The case firm has to base on the characteristic of dealers to support. 3. The case firm has to develop exclusive-monopoly product with the large-chain-channel, and increase cooperative models. 4. The case firm has to strengthen the planning, human recourse and training of the virtual channel. 5. The case firm has to develop initiative sale on the group orders. "摘要 I 目錄 V 圖目錄 VII 表目錄 IX 第一章研究緒論 1 第一節背景與動機 1 第二節方向與目的 3 第三節預期貢獻 4 第四節論文架構 4 第五節研究限制 5 第二章文獻探討 6 第一節企業策略與戰術 6 第二節行銷策略-4P`s到4R`s 9 第三節行銷通路的定義與過程 12 第四節通路結構 15 第五節通路行為與關係 28 第六節通路策略 40 第七節通路衝突 55 第八節通路風險 66 第九節通路創新 77 第十節通路績效評估理論 100 第十一節多通路行銷和通路整合 102 第三章研究架構與方法 111 第一節研究架構 111 第二節研究方法 112 第四章個案分析 117 第一節個案產業環境之分析 117 第二節個案營運現況之分析 125 第三節個案通路發展之分析 133 第五章結論與建議 140 第一節結論 140 第二節建議 141 參考文獻 143 中文文獻 143 英文文獻 143 網路文獻 146
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 102932407
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0102932407
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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