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    Title: 企業走向全通路之內部功能轉變：多重個案研究
    The Transition of Internal Functions of Enterprises Moving towards Omni-Channel: A Multiple-Case Study
    Authors: 蘇盈樺
    Su, Ying-Hwa
    Contributors: 羅明琇
    白佩玉
    Lo, Ming-Shiow
    Pai, Pei-Yu
    蘇盈樺
    Su, Ying-Hwa
    Keywords: 全通路
    企業功能
    零售業
    Omnichannel
    Enterprise functions
    Retail
    Date: 2023
    Issue Date: 2023-08-02 13:33:14 (UTC+8)
    Abstract: 近年來，零售產業在全球及台灣市場的重要程度日漸提升。在全球市場，Deloitte 於 2022 年公布，全球前 250 大零售企業營收成長創近五年新高；在台灣市場，根據經濟部近三年統計資料顯示，我國批發零售業佔整體國內生產毛額比重亦有逐年提升的趨勢，顯示出零售業為未來經濟發展之關鍵產業。
    根據多篇文獻指出，零售企業走向全通路已是未來趨勢，又隨著智慧型裝置的普及，消費者開始追求能在所有通路間無縫的切換，且消費者將不同通路視為接收相同資訊及產品的管道，因此，企業如何整合內部資源，並落實其全通路策略於實務面便顯得格外重要。
    本論文以台灣零售業作為主要研究產業，以零售產業中正走向全通路的個案 A、個案 B 與個案 C 作為主要研究對象，深入探討以下研究問題：
    1. 藉由文獻回顧，歸納出全通路企業應具備之條件。
    2. 探討個案公司在走向全通路後，如何落實全通路策略到內部各功能面。
    3. 綜合比較三間個案公司的全通路發展策略，提供意欲走向全通路之企業未來發展建議。
    本論文首先藉由文獻回顧，建構出企業走向全通路應滿足四大條件：（1）整合企業內部資源，並提供一致之資訊。（2）使消費者於通路之間得以無縫的切換。（3）以顧客為中心，提供有組織且一致的購物體驗及企業價值。（4）建立穩定的物流體系。
    本研究以半結構式訪談的方式進行深度訪談，經分析與整理，本研究建議，走向全通路之企業綜合考量其能力及資源，於內部功能面的規劃上可以加速導入自動化倉儲管理系統，並推出全新服務為實體店加值、推出自有手機 APP、強化顧客關係管理、制定跨通路的行銷策略、全方位與人資面向進行整合等，不僅可以提升顧客忠誠度、創造良好的購物體驗，也能讓全通路能發揮最大的價值。
    Recently, the importance of the retail industry in global and Taiwan markets has been increasing. In the global market, according to Deloitte`s report in 2022, the revenue growth of top 250 global retailers reached a five-year high. In Taiwan market, statistics from the Ministry of Economic Affairs over the past three years have shown a gradual increase in the proportion of wholesale and retail trade to the overall domestic gross production, indicating that retail industry is a key industry for future economic development.
    Several studies have indicated that omnichannel retailing is the future trend for retail businesses. With the widespread adoption of smart devices, consumers are increasingly seeking a seamless switch between all channels, viewing them as channels to receive the same information and products. Therefore, how enterprises integrate internal resources and implement their omnichannel strategies in practice becomes particularly important.
    This thesis focuses on retail industry in Taiwan and examines Case A, Case B, and Case C, which are the retail companies that are transitioning towards omnichannel. The following research questions are explored in depth:
    1. Through a literature review, identify the conditions that omnichannel enterprises should possess.
    2. Explore how the case companies implement their omnichannel strategies in various internal functional areas after transitioning towards omnichannel.
    3. Based on a comprehensive comparison of the omnichannel development levels of the three case companies, provide recommendations for companies intending to develop omnichannel strategies in the future.
    Through the literature review, this thesis establishes four key conditions that companies should meet when transitioning towards omnichannel: (1) Integrating internal resources and providing consistent information. (2) Enabling seamless switching between channels for consumers. (3) Focusing on the customer and providing organized and consistent shopping experiences and company values. (4) Establishing a stable logistics system.
    This thesis employs semi-structured interviews for in-depth discussions. Based on analysis and organization, this thesis provides recommendations. To achieve omnichannel capabilities, companies should consider accelerating the implementation of automated warehousing management systems, introducing new services to add value to physical stores, launching proprietary mobile apps, strengthening customer relationship management, formulating cross-channel marketing strategies, and integrating various aspects with the human resources department. These actions will not only enhance customer loyalty and create a positive shopping experience but also maximize the value of omnichannel.
    Reference: 一、中文文獻
    林佳璇，2021。運動零售業應用體驗行銷對服務品質和再購意願之影響：以台灣迪卡儂為例。國立臺灣師範大學運動休閒與餐旅管理研究所未出版碩士論文。
    洪茂仰，2014。探討虛擬與實體通路結合之商業模式-以量販零售通路為例。國立臺北科技大學管理學院經營管理EMBA專班未出版碩士論文。
    黃立宜，2015。虛實整合對線上購物網站的影響。國立政治大學企業管理研究所未出版碩士論文。
    魏毅，2021。運動商品零售的數位轉型-以NIKE TAIWAN為例。國立臺灣大學商學研究所未出版碩士論文。
    施朝欽，2000。虛擬與實體通路的整合之研究。國立臺灣科技大學管理研究所未出版碩士論文。
    二、英文文獻
    Ailawadi, K. L., & Farris, P. W. 2017. Managing multi-and omni-channel distribution: metrics and research directions. Journal of Retailing, 93(1): 120-135.
    Bagge, D. 2006. Multi-channel retailing: the route to customer focus. European Retail Digest, 53: 57.
    Bell, D. R., Gallino, S., & Moreno, A. 2014. How to win in an omnichannel world. MIT Sloan Management Review, 56(1): 45-53.
    Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. 2013. Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54: 23-29.
    Cummins, S., Peltier, J. W., & Dixon, A. 2016. Omni-channel research framework in the context of personal selling and sales management: A review and research extensions. Journal of Research in Interactive Marketing, 10(1): 2-16.
    Edelman, D. C., & Singer, M. (2015). Competing on customer journeys. Harvard Business Review, 93(11): 88-100.
    Gallino, S., & Moreno, A. 2014. Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6): 1434-1451.
    Gao, F., & Su, X. 2017. Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1): 84-98.
    Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. 2021. Omnichannel customer experience and management: An integrative review and research agenda. Sustainability, 13(5): 2824.
    Handfield, R. B., Straube, F., Pfohl, H. C., & Wieland, A. (2013). Key Trends Shaping the Global Logistics Environment in 2013. In Impulse, Ideen, Innovationen: Kongressband: 30. Deutscher Logistik-Kongress: 20-48. DVV Media Group.
    Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. 2015. Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. Journal of Retailing, 91(2): 309-325.
    Hübner, A., Holzapfel, A., & Kuhn, H. 2015. Operations management in multi-channel retailing: an exploratory study. Operations Management Research, 8: 84-100.
    Hübner, A., Holzapfel, A., & Kuhn, H. 2016a. Distribution systems in omni-channel retailing. Business Research, 9: 255-296.
    Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design: consumers’ conception, measurement, and consequences. Journal of the Academy of Marketing Science, 47: 551-568.
    Lazaris, C., Vrechopoulos, A., Doukidis, G., & Fraidaki, A. (2015). Mobile apps for omnichannel retailing: Revealing the emerging showroom phenomenon. 9th Mediterranean Conference on Information Systems (MCIS), Samos: 12.
    Lemon, K. N., & Verhoef, P. C. 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96.
    Peltola, S., Vainio, H., & Nieminen, M. 2015. Key factors in developing omnichannel customer experience with finnish retailers. In HCI in Business: Second International Conference, HCIB 2015: 335-346. Los Angeles: Springer International.
    Verhoef, P. C., Kannan, P. K., & Inman, J. J. 2015. From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2): 174-181.
    三、網路文獻及資料
    ACROSSPORTS 跨運動官方網站，2023。商品類別。https://www.acs-store.com/online/。搜尋日期：2023年4月8日。
    AWS官方網站，2023。AWS Panorama運作方式。https://aws.amazon.com/tw/panorama/。搜尋日期：2023年5月6日。
    David Sealey，2012。Omnichannel Retailing for digital marketers。https://storm81.com/marketing/omnichannel-retailing-for-digital-marketers。搜尋日期：2023年5月12日。
    DC Velocity，2020。The Home Depot opens automated DC in greater Atlanta。https://www.dcvelocity.com/articles/48575-the-home-depot-opens-automated-dc-in-greater-atlanta。搜尋日期：2023年4月10日。
    Deloitte，2017。2017年全球零售力量調查報告。https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-business/tw-cb-retailing2017.pdf。搜尋日期：2023年6月4日。
    Deloitte，2022。2022 年零售力量與趨勢展望。https://www2.deloitte.com/content/dam/Deloitte/tw/Documents/consumer-business/pr220615-2022-cnsr-trend-tc.pdf。搜尋日期：2023年6月4日。
    E Ink，2021。How ESLs are Reshaping the Retail Experience。https://blog.eink.com/how-esls-are-reshaping-the-retail-experience。搜尋日期：2023年4月10日。
    eTail，2018。Here’s How The Home Depot Became an Omnichannel Titan。https://etaileast.wbresearch.com/blog/how-home-depot-became-omnichannel-titan。搜尋日期：2023年4月10日。
    eTail，2018。How The Home Depot is Bringing People Back to Stores with Omnichannel Innovations。https://etailwest.wbresearch.com/blog/how-the-home-depot-is-bringing-people-back-to-stores-with-omnichannel-innovations。搜尋日期：2023年4月10日。
    Forbes，2023。About The Home Depot。https://www.forbes.com/companies/the-home-depot/?sh=53e3734549f8。搜尋日期：2023年4月10日。
    Harvard Business Review，2000。Get the Right Mix of Bricks and Clicks。https://hbr.org/2000/05/get-the-right-mix-of-bricks-and-clicks。搜尋日期：2023年5月12日。
    Home Depot，2018。THE HOME DEPOT BRINGS EXPRESS DELIVERY TO 35 MAJOR U.S. MARKETS。https://ir.homedepot.com/news-releases/2018/09-26-2018-132947935。搜尋日期：2023年4月10日。
    Home Depot，2018。THE HOME DEPOT LAUNCHES INTERVIEW SELF-SCHEDULING TO ATTRACT MORE THAN 80,000 SPRING HIRES。https://ir.homedepot.com/news-releases/2018/02-14-2018-130254018。搜尋日期：2023年4月10日。
    Home Depot，2019。THE HOME DEPOT TO PROVIDE UPDATE ON TRANSFORMATIONAL "ONE HOME DEPOT" INVESTMENT STRATEGY TO EXTEND MARKET LEADERSHIP。https://ir.homedepot.com/news-releases/2019/12-11-2019-110001607。搜尋日期：2023年4月10日。
    Home Depot，2020。SUPPLY CHAIN UNVEILS FIRST FLATBED DISTRIBUTION CENTER (FDC) 。https://corporate.homedepot.com/news/company/supply-chain-unveils-first-flatbed-distribution-center-fdc。搜尋日期：2023年4月10日。
    Home Depot，2021。THE HOME DEPOT LAUNCHES ONLINE RENTAL RESERVATIONS; OPENS NEW RENTAL LOCATIONS。https://ir.homedepot.com/news-releases/2021/06-23-2021-130016632。搜尋日期：2023年4月10日。
    Home Depot，2023。Our Story。https://corporate.homedepot.com/page/about-us。搜尋日期：2023年4月10日。
    Insider，2017。Home Depot ups omnichannel strategy。https://www.businessinsider.com/home-depot-ups-omnichannel-strategy-2017-12。搜尋日期：2023年5月12日。
    Retail Info Systems News，2018。Areas Home Depot is Investing。https://risnews.com/3-areas-home-depot-investing。搜尋日期：2023年4月10日。
    Retail Info Systems News，2020。Store Upgrades & BOPIS Bring Home Depot to Record 2019。https://risnews.com/store-upgrades-bopis-bring-home-depot-record-2019。搜尋日期：2023年4月10日。
    The Home Depot，2023。NEWS RELEASES。https://ir.homedepot.com/news-releases/2023。搜尋日期：2023年4月10日。
    中國集體經濟，2020。新零售背景下O2O向OMO模式轉型研究。https://m.fx361.com/news/2020/1128/7266332.html。搜尋日期：2023年4月10日。
    未來流通研究所，2023。【商業數據圖解】台灣「零售與電商全體次產業結構」年度數據總覽。https://www.mirai.com.tw/taiwanese-retail-e-commerce-industry-data-overview/。搜尋日期：2023年5月20日。
    行政院主計總處，2021。中華民國行業標準分類。https://www.dgbas.gov.tw/public/Attachment/9916134443W75YTOW0.pdf。搜尋日期：2023年3月8日。
    李開復，2017。The merging of online and world。https://theworldin.economist.com/edition/2018/article/14565/meet-omo-sapiens。搜尋日期：2023年5月11日。
    陳賢澔，2017。新零售、全通路、O2O | 為何觀念大家都有，卻少有品牌做得到位。https://www.91app.com/blog/new-retail-concept/。搜尋日期：2023年2月22日。
    經濟部商業司，2023。個案 C 商工登記公示資料。https://findbiz.nat.gov.tw/fts/query/QueryBar/queryInit.do?banNo=83418501。搜尋日期：2023年3月22日。
    經濟部商業司，2023。個案A商工登記公示資料。https://findbiz.nat.gov.tw/fts/query/QueryBar/queryInit.do?banNo=27544863。搜尋日期：2023年3月22日。
    經濟部商業司，2023。個案B商工登記公示資料。https://findbiz.nat.gov.tw/fts/query/QueryBar/queryInit.do?banNo=25117554。搜尋日期：2023年3月22日。
    經濟部統計處，2023。國內各行業生產毛額。https://dmz26.moea.gov.tw/GA/common/Common.aspx?code=A&no=6。搜尋日期：2023年3月22日。
    經濟部統計處，2023。零售業網路銷售額統計調查。https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA05.aspx。搜尋日期：2023年3月22日。
    數位時代，2021。一套系統提升電商百倍效率，亞馬遜、eBay都來訪！它怎麼做到全球48小時到貨？ https://www.bnext.com.tw/article/66489/accrossports。搜尋日期：2023年4月16日。
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363030
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363030
    Data Type: thesis
    Appears in Collections:[企業管理研究所（MBA學位學程）] 學位論文

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