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| Title: | 以消費路徑觀點分析全通路管理模式
A case study on the customer path to the omni-channel management models |
| Authors: | 王為令
Wang, Wei-Ling |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
王為令
Wang, Wei-Ling |
| Keywords: | 虛實整合
O2O
消費路徑
全通路
Click and mortar
O2O
Customer path
Omni channel |
| Date: | 2018 |
| Issue Date: | 2018-07-03 17:39:59 (UTC+8) |
| Abstract: | 自電子商務的出現，部分消費族群逐漸改變消費習慣，除了傳統通路更多元化，虛擬通路也廣泛的增加。虛擬通路與實體通路各有優劣勢，而零售業也開始將虛實通路整合，使虛擬與實體通路各發揮其特性，成為相互補的經營方式。
然而剖析顧客的消費路徑，也從傳統的線性模式走向非線性的消費路徑，在透過消費路徑觀點下的虛實整合，主要是透過O2O的方式相互導流。由於企業在虛與實之間的界線越來越模糊，在避免通路衝突的問題下，從多通路轉型成全通路，也因此再加上全通路管理的七個一致性，可以清楚架構以消費路徑觀點分析全通路的管理模式。
透過服飾業Life8這間公司的經營轉型，從線上到全通路的發展，本研究將其透過理論架構分析實務公司上的運作，討論全通路在管理上面臨的問題及解決方法。期望透過理論與實務上的結合，能提供企業未來經營全通路策略的方向。
Since the emergence of E-commerce, some of consumers gradually change their consumption habits. In addition to more diversified traditional channels, virtual channels have also increased widely. Virtual channels and physical channels have their pros and cons, and the retail industry has also begun to integrate virtual and physical channels so that the virtual and physical channels each play its own characteristics and become complementary business methods.
However, the analysis of the customer path also moves from the traditional linear model to the non-linear customer path, and the integration of virtual and physical channels through the perspective of customer path is mainly through the O2O to mutual diversion. As the boundaries between virtual and physical channel become more and more blurred, in order to avoid channel confliction, the company transits from multi-channel to omni-channel. Plus, the seven consistencies of omni-channel should be added and can clear the architecture of customer path to the omni-channel management models.
Through the transformation of the apparel industry company, Life8, from online to omni-channel development, this study will use theoretical frameworks to analyze the operations of this case to discuss the issues and solutions that the omni-channel management. It hopes that through the combination of theory and practice, will be able to provide the corporate direction for the future operation of omni-channel strategy. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363055 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106363055 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.MBA.011.2018.F08 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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