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題名 零售業線上線下經營模式整合之研究—以C公司為例 作者 楊智淵
Yang, Chih Yuan貢獻者 謝明華
Hsieh, Ming-Hua
楊智淵
Yang, Chih Yuan關鍵詞 零售業
O2O
經營模式
虛實整合
Retail industry
O2O
Business model
Click-and-mortar日期 2018 上傳時間 2-Feb-2018 17:22:03 (UTC+8) 摘要 近年來行動網路及數位商務的蓬勃發展，促使O2O(Online to Offline/ Offline to Online)模式的興起。如何有效的結合實體通路與電子商務平台，以發展線上及線下之O2O模式，已成為提升產業競爭力的重要關鍵。銷售商品不只透過實體店面進行販售，網路的普及化造就了網路銷售平台的架設，大型的購物平台對於零售業產生巨大的影響，因此企業不得不將實體及網路做整合。在傳統的電子商務，不外乎為 B2B、B2C、C2C 等型態，這些模式均屬於單方面虛擬店面的交易。隨著智慧型手機的普及，行動商務已是企業不可忽視的商機。在現今的社會裡，網際網路帶動了電子商務的流行趨勢，也引導企業走向資訊化行銷的經營模式。利用虛實整合的策略，可以在真實世界與網路虛擬世界間，搭起一座溝通的橋樑，由傳統企業擴展電子商務的市場。在網際網路新世紀中，唯有把實體與虛擬作良好的整合，才能建立並維持競爭優勢。當企業將實體及網路零售做整合時，實體店面增加了網路上的通路宣傳資源，方便追蹤消費者每筆消費紀錄，對企業來說能夠更輕鬆掌握消費者數據，可以提升對消費者的營銷效果及維護。本論文研究探討對於線上線下的整合，是否有利整體績效呈現，運用對O2O的文獻回顧探討線上線下的整合如何提升營運績效與競爭力。
In recent years, the vigorous development of the action network and digital commerce has prompted the rise of the O2O model (Online to Offline/ Offline to Online). How to effectively combine physical access and e-commerce platform to develop the model O2O of online and offline has become an important key to enhance the competitiveness of the industry.Sales goods are there are nothing more than pattern sold through physical stores, but the popularization of Internet has created the network sales platform. Large shopping platforms have a huge impact on the retail industry, so enterprises have to integrate entities and networks. In the traditional e-commerce, not only for B2B, B2C, C2C, and so on, these patterns belong to the unilateral virtual store transaction. With the popularity of smart phone, mobile commerce is a business is a business opportunity to be reckoned with in enterprises.In today`s society, the Internet has led to the trend of e-commerce, and also leads to the business model of information marketing. The strategy of virtual reality integration can set up a bridge of communication between the real world and the virtual world of the Internet, and expand the market of e-commerce by traditional enterprises. In the new century of the Internet, the competition advantage can be established and maintained only if the entity and the virtual are well integrated.When enterprises integrate entities and online retailers, the physical stores increase the channel publicity resources on the Internet, which is easy to track consumers` consumption records, and can easily grasp the consumer data, and enhance the effectiveness of consumer marketing and maintenance. This paper investigates whether the integration of online and offline whether beneficial to the overall performance or not, and uses literature reviews of O2O to explore how online-offline integration can improve operational performance and competitiveness.參考文獻 中文部分ETtoday，行動商務時代來臨 東森購物VS中華電信力推行動支付，上網日期106年12月20日，檢自：https://house.ettoday.net/news/234130?tTseng, G， O2O前景一片光明，但到底如何著手？上網時間：106年12月3日，檢自：https://www.slideshare.net/gsotseng/o2o-25807109. 王文義，(1987)。百貨公司的明日。出版地：王文義。江丙坤，(2002)。兩岸入會對兩岸三地經濟發展的影響，3月，兩岸加入WTO後企業之商機研討會。任力、郭建南，(2015)。服裝品牌O2O模式分類下的消費經驗。紡織學報，36(3)，147-152。孫悦、郭醒、徐欣欣，(2013)。O2O 電子商務模式剖析。電子商務，11，5-5。 行政院，中華民國行業標準分類，上網日期106年11月28日，檢自：https://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1。周泰華、杜富燕，(2007)。零售管理概論。出版地：華泰文化事業股份有限公司。林巧珍，(2013)。虛實整合ICT應用與服務科技化策略研究-虛實整合商業模式發展現況分析。出版地：資訊工業策進會產業情報研究所。 林晏伶，(2015)。企業資源與線上至線下經營模式之關係。碩士論文，國立屏東大學。許惠捷，網購再升級 虛實╳行動╳社交。動腦雜誌，442期，檢自：http://future.sce.pccu.edu.tw/reading/digi_reader/pages/new_kp_dtl.aspx?publication_cls_id=A014&publication_dt_uid=1b133146-57d8-41fb-9ec6-ab744ceff15d。張瑋容，2014電商趨勢：O2O 銷售方式的變革，上網日期106年12月13日，檢自：https://www.smartm.com.tw/Article/313130cea3。楊銘賢、吳濟聰、蘇哲仁、高慈薏，(2009)。社會企業經營模式之建構。創業管理研究，4(4)，57-83。羅之盈，虛實整合再進化：迎接O2O大商務時代，上網日期106年12月3日，檢自：https://www.bnext.com.tw/article/28557/BN-ARTICLE-28557。英文部分Chesbrough, H. , & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation`s technology spin‐off companies. Industrial and corporate change, 11(3), 529-555. Chueh, W. C., Falter, C., Abbott, M., Scipio, D., Furler, P., Haile, S. M., & Steinfeld, A. (2010). High-flux solar-driven thermochemical dissociation of CO2 and H2O using nonstoichiometric ceria. Science, 330(6012), 1797-1801. Eisenmann, T. R. (2002). The effects of CEO equity ownership and firm diversification on risk taking. Strategic Management Journal, 23(6), 513-534. Ghaziani, A., & Ventresca, M. J. (2005). Keywords and cultural change: Frame analysis of business model public talk, 1975–2000. Paper presented at the Sociological Forum.Hamel, G. (2000). Leading the revolution. 2000. Boston: Harvard Business School. Jiong, Z., & Tiansheng, X. (2015). Analysis of O2O E-commerce Operation Mode in China. Economic Management Journal, 4(3). Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68. Konczal, E. F. (1975). Models are for managers, not mathematicians. Journal of Systems Management, 26(165), 12-15. Phang, C.W., Tan, C.-H., Sutanto, J., Magagna, F., & Lu, X. (2014).Leveraging O2O commerce for product promotion: an empirical investigation in Mainland China. IEEE transactions on engineering management,61(4), 623-632. Rampell, A. (2010). Why online 2 Offline commerce is a trillion dollar opportunity. Retrieved Dec 13 2017, http://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity.Steinfield, C., & Harry Bouwman, T. A. (2002). The dynamics of click-and-mortar electronic commerce: opportunities and management strategies. International Journal of Electronic Commerce, 7(1), 93-119. Stähler, P. (2002). Business models as an unit of analysis for strategizing. Paper presented at the International workshop on business models, Lausanne, Switzerland. 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
104932017資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104932017 資料類型 thesis dc.contributor.advisor 謝明華 zh_TW dc.contributor.advisor Hsieh, Ming-Hua en_US dc.contributor.author (Authors) 楊智淵 zh_TW dc.contributor.author (Authors) Yang, Chih Yuan en_US dc.creator (作者) 楊智淵 zh_TW dc.creator (作者) Yang, Chih Yuan en_US dc.date (日期) 2018 en_US dc.date.accessioned 2-Feb-2018 17:22:03 (UTC+8) - dc.date.available 2-Feb-2018 17:22:03 (UTC+8) - dc.date.issued (上傳時間) 2-Feb-2018 17:22:03 (UTC+8) - dc.identifier (Other Identifiers) G0104932017 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/115793 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 104932017 zh_TW dc.description.abstract (摘要) 近年來行動網路及數位商務的蓬勃發展，促使O2O(Online to Offline/ Offline to Online)模式的興起。如何有效的結合實體通路與電子商務平台，以發展線上及線下之O2O模式，已成為提升產業競爭力的重要關鍵。銷售商品不只透過實體店面進行販售，網路的普及化造就了網路銷售平台的架設，大型的購物平台對於零售業產生巨大的影響，因此企業不得不將實體及網路做整合。在傳統的電子商務，不外乎為 B2B、B2C、C2C 等型態，這些模式均屬於單方面虛擬店面的交易。隨著智慧型手機的普及，行動商務已是企業不可忽視的商機。在現今的社會裡，網際網路帶動了電子商務的流行趨勢，也引導企業走向資訊化行銷的經營模式。利用虛實整合的策略，可以在真實世界與網路虛擬世界間，搭起一座溝通的橋樑，由傳統企業擴展電子商務的市場。在網際網路新世紀中，唯有把實體與虛擬作良好的整合，才能建立並維持競爭優勢。當企業將實體及網路零售做整合時，實體店面增加了網路上的通路宣傳資源，方便追蹤消費者每筆消費紀錄，對企業來說能夠更輕鬆掌握消費者數據，可以提升對消費者的營銷效果及維護。本論文研究探討對於線上線下的整合，是否有利整體績效呈現，運用對O2O的文獻回顧探討線上線下的整合如何提升營運績效與競爭力。 zh_TW dc.description.abstract (摘要) In recent years, the vigorous development of the action network and digital commerce has prompted the rise of the O2O model (Online to Offline/ Offline to Online). How to effectively combine physical access and e-commerce platform to develop the model O2O of online and offline has become an important key to enhance the competitiveness of the industry.Sales goods are there are nothing more than pattern sold through physical stores, but the popularization of Internet has created the network sales platform. Large shopping platforms have a huge impact on the retail industry, so enterprises have to integrate entities and networks. In the traditional e-commerce, not only for B2B, B2C, C2C, and so on, these patterns belong to the unilateral virtual store transaction. With the popularity of smart phone, mobile commerce is a business is a business opportunity to be reckoned with in enterprises.In today`s society, the Internet has led to the trend of e-commerce, and also leads to the business model of information marketing. The strategy of virtual reality integration can set up a bridge of communication between the real world and the virtual world of the Internet, and expand the market of e-commerce by traditional enterprises. In the new century of the Internet, the competition advantage can be established and maintained only if the entity and the virtual are well integrated.When enterprises integrate entities and online retailers, the physical stores increase the channel publicity resources on the Internet, which is easy to track consumers` consumption records, and can easily grasp the consumer data, and enhance the effectiveness of consumer marketing and maintenance. This paper investigates whether the integration of online and offline whether beneficial to the overall performance or not, and uses literature reviews of O2O to explore how online-offline integration can improve operational performance and competitiveness. en_US dc.description.tableofcontents 摘要 iAbstract ii目次 iv表次 v圖次 vi第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 3第二章 文獻探討 4第一節 零售業 4第二節 O2O 19第三節 經營模式 30第三章 虛實整合 37第四章 個案研究 39第一節 服飾產業概況：以台灣市場為例 39第二節 個案公司簡介 41第三節 銷售通路分析 44第四節 競爭市場分析 47第五節 線上線下整合分析 49第六節 科技方面運用 50第五章 結論與建議 53參考文獻 55 zh_TW dc.format.extent 1204617 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104932017 en_US dc.subject (關鍵詞) 零售業 zh_TW dc.subject (關鍵詞) O2O zh_TW dc.subject (關鍵詞) 經營模式 zh_TW dc.subject (關鍵詞) 虛實整合 zh_TW dc.subject (關鍵詞) Retail industry en_US dc.subject (關鍵詞) O2O en_US dc.subject (關鍵詞) Business model en_US dc.subject (關鍵詞) Click-and-mortar en_US dc.title (題名) 零售業線上線下經營模式整合之研究—以C公司為例 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分ETtoday，行動商務時代來臨 東森購物VS中華電信力推行動支付，上網日期106年12月20日，檢自：https://house.ettoday.net/news/234130?tTseng, G， O2O前景一片光明，但到底如何著手？上網時間：106年12月3日，檢自：https://www.slideshare.net/gsotseng/o2o-25807109. 王文義，(1987)。百貨公司的明日。出版地：王文義。江丙坤，(2002)。兩岸入會對兩岸三地經濟發展的影響，3月，兩岸加入WTO後企業之商機研討會。任力、郭建南，(2015)。服裝品牌O2O模式分類下的消費經驗。紡織學報，36(3)，147-152。孫悦、郭醒、徐欣欣，(2013)。O2O 電子商務模式剖析。電子商務，11，5-5。 行政院，中華民國行業標準分類，上網日期106年11月28日，檢自：https://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1。周泰華、杜富燕，(2007)。零售管理概論。出版地：華泰文化事業股份有限公司。林巧珍，(2013)。虛實整合ICT應用與服務科技化策略研究-虛實整合商業模式發展現況分析。出版地：資訊工業策進會產業情報研究所。 林晏伶，(2015)。企業資源與線上至線下經營模式之關係。碩士論文，國立屏東大學。許惠捷，網購再升級 虛實╳行動╳社交。動腦雜誌，442期，檢自：http://future.sce.pccu.edu.tw/reading/digi_reader/pages/new_kp_dtl.aspx?publication_cls_id=A014&publication_dt_uid=1b133146-57d8-41fb-9ec6-ab744ceff15d。張瑋容，2014電商趨勢：O2O 銷售方式的變革，上網日期106年12月13日，檢自：https://www.smartm.com.tw/Article/313130cea3。楊銘賢、吳濟聰、蘇哲仁、高慈薏，(2009)。社會企業經營模式之建構。創業管理研究，4(4)，57-83。羅之盈，虛實整合再進化：迎接O2O大商務時代，上網日期106年12月3日，檢自：https://www.bnext.com.tw/article/28557/BN-ARTICLE-28557。英文部分Chesbrough, H. , & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation`s technology spin‐off companies. Industrial and corporate change, 11(3), 529-555. Chueh, W. C., Falter, C., Abbott, M., Scipio, D., Furler, P., Haile, S. M., & Steinfeld, A. (2010). High-flux solar-driven thermochemical dissociation of CO2 and H2O using nonstoichiometric ceria. Science, 330(6012), 1797-1801. Eisenmann, T. R. (2002). The effects of CEO equity ownership and firm diversification on risk taking. Strategic Management Journal, 23(6), 513-534. Ghaziani, A., & Ventresca, M. J. (2005). Keywords and cultural change: Frame analysis of business model public talk, 1975–2000. Paper presented at the Sociological Forum.Hamel, G. (2000). Leading the revolution. 2000. Boston: Harvard Business School. Jiong, Z., & Tiansheng, X. (2015). Analysis of O2O E-commerce Operation Mode in China. Economic Management Journal, 4(3). Johnson, M. W., Christensen, C. M., & Kagermann, H. (2008). Reinventing your business model. Harvard business review, 86(12), 57-68. Konczal, E. F. (1975). Models are for managers, not mathematicians. Journal of Systems Management, 26(165), 12-15. Phang, C.W., Tan, C.-H., Sutanto, J., Magagna, F., & Lu, X. (2014).Leveraging O2O commerce for product promotion: an empirical investigation in Mainland China. IEEE transactions on engineering management,61(4), 623-632. Rampell, A. (2010). Why online 2 Offline commerce is a trillion dollar opportunity. Retrieved Dec 13 2017, http://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity.Steinfield, C., & Harry Bouwman, T. A. (2002). The dynamics of click-and-mortar electronic commerce: opportunities and management strategies. International Journal of Electronic Commerce, 7(1), 93-119. Stähler, P. (2002). Business models as an unit of analysis for strategizing. Paper presented at the International workshop on business models, Lausanne, Switzerland. zh_TW
