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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/67565
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67565


    Title: 企業內虛擬通路與實體通路整合行為之研究-以雄獅旅行社為例
    Multichannel Integration Within Firm : A Case Study of Lion Travel
    Authors: 邱柏儒
    Contributors: 黃秉德
    邱柏儒
    Keywords: 自有通路
    策略協調
    整合行為
    通路整合
    Date: 2013
    Issue Date: 2014-07-21 15:33:44 (UTC+8)
    Abstract: 由於網路資訊科技的發展,現今企業使用各種虛擬與實體的多重通路已成為極普遍的現象,然而在企業將多重通路納入策略考量的重要性提升之下,目前學術界對其並無足夠完整的研究,尤其企業內自有通路整合之領域。

    本研究首先探討虛實通路的設計考量與分工,接著透過關鍵整合行為,對應四項執行重點─組織結構、資源分配、資訊整合、績效評估,以個案訪談法的質性研究方式,深入探究國內龍頭旅遊業者─雄獅旅行社如何實際整合實體與虛擬通路,了解其何以透過整合減緩或避免通路衝突,並進一步於策略上進行協調以達成更佳的通路使用效益。

    本研究發現企業在面對顧客時,將實體與虛擬通路以主動、被動的性質來區分,有助於減少通路間之衝突,還有,資源集中控管也有助減少虛實通路於資源分配上產生歧異,另外,企劃本部與經營企劃單位的設立,有助於部門間溝通協調,並確保虛實通路能順暢的營運。本研究亦提供個案公司以虛實通路整合為基礎,納入策略考量後在實務上展現的具體作法,期望本研究可成為未來企業於虛實通路整合時作為參考的依據。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    101355046
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101355046
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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