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題名 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
作者 馬妤瑄
Ma, Yu Hsuan
貢獻者 邱志聖
Chiou, Jyh Shen
馬妤瑄
Ma, Yu Hsuan
關鍵詞 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
日期 2016
上傳時間 11-Jul-2016 16:48:28 (UTC+8)
摘要 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。
參考文獻 英文部分
Balasubramanian, Sridhar, Rajagopal Raghunathan, and Vijay Mahajan (2005), "Consumers in a multichannel environment, Product utility, process utility, and channel choice," Journal of interactive marketing, 19.2, 12–30.
Cachon, Gérard P., and Robert Swinney (2011), "The value of fast fashion, Quick response, enhanced design, and strategic consumer behavior," Management Science, 57.4, 778–795.
Carsten Keller, Karl-Hendrik Magnus, Saskia Hedrich, Patrick Nava, Thomas Tochtermann (2014), “Succeeding in tomorrow’s global fashion market,” research paper, McKinsey & Co. (September)
Claudia D’Arpizio, Federica Levato Daniele Zito, and Joëlle de Montgolfier (2015), "Luxury Goods Worldwide Market Study, " research report, Bain & Co.
Dholakia, Ruby Roy, Miao Zhao, and Nikhilesh Dholakia (2005), "Multichannel retailing, a case study of early experiences," Journal of Interactive Marketing 19.2, 63–74.
Deborah Weinswig (2015), “Europe’s 25 Fastest-Growing Apparel Retailers,” research report, Fung Business Intelligence Centre (May 19).

Goersch, Daniel (2002), "Multi-channel integration and its implications for retail web sites," in ECIS 2002 Proceedings, Paper 11.
Google Shopper Marketing Agency Council (2013), “Mobile In-store Research, How In-store Shoppers Are Using Mobile Devices” research report, Google and M/A/R/C Study (April).

Jaffe, R. (2000), "Multi-channel vs pureplay philosophies appear night and day," PaineWebber Research Note 24, 1.
Kim, Jihyun, and Jihye Park (2005), "A consumer shopping channel extension model, attitude shift toward the online store," Journal of Fashion Marketing and Management, An International Journal, 9.1, 106–121.
King, Jen (2014), “Pure digital marketing returns on investment with $12.5B profit growth,” news report, Luxury Daily (May 8).
King, Ruth C., Ravi Sen, and Mu Xia (2004), "Impact of web-based e-commerce on channel strategy in retailing," International Journal of Electronic Commerce, 8.3, 103–130.
Klein, Lisa R., and Gary T. Ford (2003), "Consumer search for information in the digital age, An empirical study of prepurchase search for automobiles," Journal of interactive Marketing, 17.3, 29–49.
Krueger, Melinda (2014), “7 steps to successful multichannel commerce,” news report, Mobile Commerce Daily (May 8).
Kumar, Vipin, and Rajkumar Venkatesan (2005), "Who are the multichannel shoppers and how do they perform? , Correlates of multichannel shopping behavior," Journal of Interactive Marketing, 19.2, 44–62.
Lee, Hyun-Hwa, and Jihyun Kim (2008), "The effects of shopping orientations on consumers` satisfaction with product search and purchases in a multi-channel environment," Journal of Fashion Marketing and Management, An International Journal, 12.2, 193–216.
Levin, Aron M., Irwin R. Levin, and C. Edward Heath (2003), "Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail Alliances," J. Electron. Commerce Res, 4.3, 85–93.
Luca Solca, Paola Bertini, Hui Fan, Marco Pozzi, and Alexandra Bertasio (2015a), "The Digital Competitive Map – The Race is on! , " research report, Contact Lab and Exane BNP Paribas (January 7).
Luca Solca, Hui Fan, Marco Pozzi, Alexandra Bertasio, and Davide Sarra (2015b), "Digital Luxury Online Pricing Landscape SS15, " research report, Contact Lab and Exane BNP Paribas (Octorber 8).
Noble, Stephanie M., David A. Griffith, and Marc G. Weinberge (2005), "Consumer derived utilitarian value and channel utilization in a multi-channel retail context," Journal of Business Research, 58.12, 1643–1651.
Parry, Tim (2015), “Abercrombie & Fitch Expands Across Asia,” news report, Luxury Daily (February 6).
Rambourg, Erwan (2014), The Bling Dynasty, Why the Reign of Chinese Luxury Shoppers Has Only Just Begun. John Wiley & Sons.
Rangaswamy, Arvind, and Gerrit H. Van Bruggen (2005), "Opportunities and challenges in multichannel marketing, An introduction to the special issue," Journal of Interactive Marketing, 19.2, 5–11.
Roberts, Andrew (2015), “Luxury Web Battle Looms as LVMH, Hugo Boss Develop E-Commerce,” news report, Bloomberg (October 4).
Shankar, Venkatesh, Mirella Kleijnen, Suresh Ramanathan, Ross Rizley, Steve Holland, Shawn Morrissey (2016), "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, 34, 37–48.
Sadeh, Norman (2003), M-commerce: Technologies, Services, and Business models. John Wiley & Sons.
Varadarajan, P. Rajan, and Manjit S. Yadav (2002), "Marketing strategy and the internet, an organizing framework," Journal of the Academy of Marketing Science, 30.4, 296–312.
Vigneron, Franck, and Lester W. Johnson (2004), "Measuring perceptions of brand luxury," The Journal of Brand Management, 11.6, 484–506.
Yin, Robert K (2013), Case study research, Design and methods. Sage publications.

中文部分
Wang Chelcee, Tsai Caroline (2014)，“尼爾森網路購物行為研究：揭開電子購物籃的秘密”，尼爾森.
邱志聖 (2014)，行銷研究：實務與理論應用，台北市：智勝文化.
邱志聖 (2014)，策略行銷分析：架構與實務應用 四版，智勝文化.
劉怡君 (2015)，“ZARA台灣線上購物網online shop正式上線！”，新聞報導，GQ台灣 ( 12月25日)
羅之盈 (2011)， “UNIQLO網路店今天上午新鮮開幕，400款商品開賣”，新聞報導，Business Next數位時代 ( 3月25日)
描述 碩士
國立政治大學
國際經營與貿易學系
103351009
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103351009
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh Shenen_US
dc.contributor.author (Authors) 馬妤瑄zh_TW
dc.contributor.author (Authors) Ma, Yu Hsuanen_US
dc.creator (作者) 馬妤瑄zh_TW
dc.creator (作者) Ma, Yu Hsuanen_US
dc.date (日期) 2016en_US
dc.date.accessioned 11-Jul-2016 16:48:28 (UTC+8)-
dc.date.available 11-Jul-2016 16:48:28 (UTC+8)-
dc.date.issued (上傳時間) 11-Jul-2016 16:48:28 (UTC+8)-
dc.identifier (Other Identifiers) G0103351009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98831-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 103351009zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.tableofcontents 第一章 緒論 3
第一節 研究動機與背景 3
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 多通路整合 6
第二節 策略行銷4C分析理論架構 8
壹、 外顯單位效益成本 9
貳、 資訊搜尋成本 9
參、 道德危機成本 9
肆、 專屬陷入成本 10
第三章 研究方法 12
第一節 中高端服裝產業和品牌類型 12
第二節 電子商務通路與行動商務通路 13
第三節 虛擬通路的銷售導向性 15
第四節 精品類型的品牌與其銷售導向性 17
第五節 個案研究方法與個案選擇 18
第四章 個案觀察 21
第一節 三種品牌類型的虛擬通路策略與虛實整合策略 21
壹、 三種品牌類型的電子商務通路與虛實整合 21
貳、 三種品牌類型的行動商務通路 27
第二節 精品品牌類型虛擬通路的銷售導向性 31
第五章 結論與建議 34
第一節 研究結果與討論 34
第二節 實務建議 36
第三節 研究限制 37
第四節 後續研究建議 37
參考文獻 38		zh_TW
dc.format.extent 1011871 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103351009en_US
dc.subject (關鍵詞) 快速時尚zh_TW
dc.subject (關鍵詞) 精品zh_TW
dc.subject (關鍵詞) 虛實整合zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 行動商務zh_TW
dc.subject (關鍵詞) Fast Fashionen_US
dc.subject (關鍵詞) Luxuryen_US
dc.subject (關鍵詞) Multichannel Integrationen_US
dc.subject (關鍵詞) E-Commerceen_US
dc.subject (關鍵詞) M-Commerceen_US
dc.title (題名) 虛擬通路策略—以中高端服裝產業為例zh_TW
dc.title (題名) The Multichannel Strategy in The Mid-High End Fashion Industryen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文部分
Balasubramanian, Sridhar, Rajagopal Raghunathan, and Vijay Mahajan (2005), "Consumers in a multichannel environment, Product utility, process utility, and channel choice," Journal of interactive marketing, 19.2, 12–30.
Cachon, Gérard P., and Robert Swinney (2011), "The value of fast fashion, Quick response, enhanced design, and strategic consumer behavior," Management Science, 57.4, 778–795.
Carsten Keller, Karl-Hendrik Magnus, Saskia Hedrich, Patrick Nava, Thomas Tochtermann (2014), “Succeeding in tomorrow’s global fashion market,” research paper, McKinsey & Co. (September)
Claudia D’Arpizio, Federica Levato Daniele Zito, and Joëlle de Montgolfier (2015), "Luxury Goods Worldwide Market Study, " research report, Bain & Co.
Dholakia, Ruby Roy, Miao Zhao, and Nikhilesh Dholakia (2005), "Multichannel retailing, a case study of early experiences," Journal of Interactive Marketing 19.2, 63–74.
Deborah Weinswig (2015), “Europe’s 25 Fastest-Growing Apparel Retailers,” research report, Fung Business Intelligence Centre (May 19).

Goersch, Daniel (2002), "Multi-channel integration and its implications for retail web sites," in ECIS 2002 Proceedings, Paper 11.
Google Shopper Marketing Agency Council (2013), “Mobile In-store Research, How In-store Shoppers Are Using Mobile Devices” research report, Google and M/A/R/C Study (April).

Jaffe, R. (2000), "Multi-channel vs pureplay philosophies appear night and day," PaineWebber Research Note 24, 1.
Kim, Jihyun, and Jihye Park (2005), "A consumer shopping channel extension model, attitude shift toward the online store," Journal of Fashion Marketing and Management, An International Journal, 9.1, 106–121.
King, Jen (2014), “Pure digital marketing returns on investment with $12.5B profit growth,” news report, Luxury Daily (May 8).
King, Ruth C., Ravi Sen, and Mu Xia (2004), "Impact of web-based e-commerce on channel strategy in retailing," International Journal of Electronic Commerce, 8.3, 103–130.
Klein, Lisa R., and Gary T. Ford (2003), "Consumer search for information in the digital age, An empirical study of prepurchase search for automobiles," Journal of interactive Marketing, 17.3, 29–49.
Krueger, Melinda (2014), “7 steps to successful multichannel commerce,” news report, Mobile Commerce Daily (May 8).
Kumar, Vipin, and Rajkumar Venkatesan (2005), "Who are the multichannel shoppers and how do they perform? , Correlates of multichannel shopping behavior," Journal of Interactive Marketing, 19.2, 44–62.
Lee, Hyun-Hwa, and Jihyun Kim (2008), "The effects of shopping orientations on consumers` satisfaction with product search and purchases in a multi-channel environment," Journal of Fashion Marketing and Management, An International Journal, 12.2, 193–216.
Levin, Aron M., Irwin R. Levin, and C. Edward Heath (2003), "Product Category Dependent Consumer Preferences for Online and Offline Shopping Features and Their Influence on Multi-Channel Retail Alliances," J. Electron. Commerce Res, 4.3, 85–93.
Luca Solca, Paola Bertini, Hui Fan, Marco Pozzi, and Alexandra Bertasio (2015a), "The Digital Competitive Map – The Race is on! , " research report, Contact Lab and Exane BNP Paribas (January 7).
Luca Solca, Hui Fan, Marco Pozzi, Alexandra Bertasio, and Davide Sarra (2015b), "Digital Luxury Online Pricing Landscape SS15, " research report, Contact Lab and Exane BNP Paribas (Octorber 8).
Noble, Stephanie M., David A. Griffith, and Marc G. Weinberge (2005), "Consumer derived utilitarian value and channel utilization in a multi-channel retail context," Journal of Business Research, 58.12, 1643–1651.
Parry, Tim (2015), “Abercrombie & Fitch Expands Across Asia,” news report, Luxury Daily (February 6).
Rambourg, Erwan (2014), The Bling Dynasty, Why the Reign of Chinese Luxury Shoppers Has Only Just Begun. John Wiley & Sons.
Rangaswamy, Arvind, and Gerrit H. Van Bruggen (2005), "Opportunities and challenges in multichannel marketing, An introduction to the special issue," Journal of Interactive Marketing, 19.2, 5–11.
Roberts, Andrew (2015), “Luxury Web Battle Looms as LVMH, Hugo Boss Develop E-Commerce,” news report, Bloomberg (October 4).
Shankar, Venkatesh, Mirella Kleijnen, Suresh Ramanathan, Ross Rizley, Steve Holland, Shawn Morrissey (2016), "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, 34, 37–48.
Sadeh, Norman (2003), M-commerce: Technologies, Services, and Business models. John Wiley & Sons.
Varadarajan, P. Rajan, and Manjit S. Yadav (2002), "Marketing strategy and the internet, an organizing framework," Journal of the Academy of Marketing Science, 30.4, 296–312.
Vigneron, Franck, and Lester W. Johnson (2004), "Measuring perceptions of brand luxury," The Journal of Brand Management, 11.6, 484–506.
Yin, Robert K (2013), Case study research, Design and methods. Sage publications.

中文部分
Wang Chelcee, Tsai Caroline (2014)，“尼爾森網路購物行為研究：揭開電子購物籃的秘密”，尼爾森.
邱志聖 (2014)，行銷研究：實務與理論應用，台北市：智勝文化.
邱志聖 (2014)，策略行銷分析：架構與實務應用 四版，智勝文化.
劉怡君 (2015)，“ZARA台灣線上購物網online shop正式上線！”，新聞報導，GQ台灣 ( 12月25日)
羅之盈 (2011)， “UNIQLO網路店今天上午新鮮開幕，400款商品開賣”，新聞報導，Business Next數位時代 ( 3月25日)		zh_TW