政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98831

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98831

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/98831

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98831

Title:	虛擬通路策略—以中高端服裝產業為例 The Multichannel Strategy in The Mid-High End Fashion Industry
Authors:	馬妤瑄 Ma, Yu Hsuan
Contributors:	邱志聖 Chiou, Jyh Shen 馬妤瑄 Ma, Yu Hsuan
Keywords:	快速時尚精品虛實整合電子商務行動商務 Fast Fashion Luxury Multichannel Integration E-Commerce M-Commerce
Date:	2016
Issue Date:	2016-07-11 16:48:28 (UTC+8)
Abstract:	在電子商務的環境逐漸成熟、行動商務逐漸萌芽的今日，多通路建置及整合的趨勢幾乎是勢不可擋。尤其在中高端服裝產業中，虛擬通路的建置及整合在許多時候成為討論的核心。然而，本研究卻發現，並非所有中高端服裝品牌都樂於擁抱虛擬通路。究竟是否所有品牌都應跟緊趨勢，儘速建立其虛擬通路並整合？實屬本研究探討的重點。本研究旨在分析不同的品牌類型在虛擬通路建置以及整合的情況。本研究將品牌分成三大類型：快速時尚、經典以及精品，探討這三個品牌類型在電子商務通路、行動商務通路的建置以及虛實整合的情況。期望在給予企業相對應的策略建議的同時，也能引出相關議題，待後續研究深入研究探討。本研究採取個案觀察法，分別觀察了34個中高端服裝產業的品牌，著重觀察這些品牌在母國以及台灣的虛擬通路建置情況以及整合時採取的策略，並將這些觀察整理成有系統的資料進行比較。本研究發現，三種品牌類型採取不同的虛實通路策略的原因來自於其「銷售導向性」。品牌類型的銷售導向性由高排序至低分別是：快速時尚、經典、精品品牌類型。銷售導向性較高的品牌，傾向採取虛擬通路建置以及整合；而銷售導向性較低的品牌類型，較不傾向採取虛擬通路建置以及整合的策略。因此不同品牌類型的品牌商，應依據其自身的銷售導向性而採取不同的策略。
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Description:	碩士國立政治大學國際經營與貿易學系 103351009
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0103351009
Data Type:	thesis
Appears in Collections:	[Department of International Business] Theses

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