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題名 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
作者 王為令
Wang, Wei-Ling
貢獻者 邱奕嘉
Chiu, Yi-Chia
王為令
Wang, Wei-Ling
關鍵詞 虛實整合
O2O
消費路徑
全通路
Click and mortar
O2O
Customer path
Omni channel
日期 2018
上傳時間 3-Jul-2018 17:39:59 (UTC+8)
摘要 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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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363055
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363055
資料類型 thesis
dc.contributor.advisor 邱奕嘉zh_TW
dc.contributor.advisor Chiu, Yi-Chiaen_US
dc.contributor.author (Authors) 王為令zh_TW
dc.contributor.author (Authors) Wang, Wei-Lingen_US
dc.creator (作者) 王為令zh_TW
dc.creator (作者) Wang, Wei-Lingen_US
dc.date (日期) 2018en_US
dc.date.accessioned 3-Jul-2018 17:39:59 (UTC+8)-
dc.date.available 3-Jul-2018 17:39:59 (UTC+8)-
dc.date.issued (上傳時間) 3-Jul-2018 17:39:59 (UTC+8)-
dc.identifier (Other Identifiers) G0106363055en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118327-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 106363055zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究問題與目的 3
     第三節 論文架構 3
     第二章 文獻探討 5
     第一節 行銷通路 5
     第二節 虛實整合 18
     第三節 消費路徑 23
     第四節 全通路 29
     第三章 研究方法 35
     第一節 觀念性研究架構 35
     第二節 研究方法 36
     第三節 研究流程 37
     第四節 研究標的 38
     第五節 研究限制 39
     第四章 研究個案 41
     第一節 電商服飾產業 41
     第二節 Offline體驗，Online購買 41
     第三節 Life 8 43
     第四節 O2O的管理 45
     第五節 產業競爭者 52
     第六節 未來成長策略 53
     第五章 研究分析 56
     第一節 通路定位與O2O 56
     第二節 個案的5A消費路徑策略 58
     第三節 個案5A消費路徑之全通路要素分析 61
     第四節 小結 64
     第六章 結論與建議 66
     第一節 結論 66
     第二節 建議 68
     第三節 後續研究建議 69		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363055en_US
dc.subject (關鍵詞) 虛實整合zh_TW
dc.subject (關鍵詞) O2Ozh_TW
dc.subject (關鍵詞) 消費路徑zh_TW
dc.subject (關鍵詞) 全通路zh_TW
dc.subject (關鍵詞) Click and mortaren_US
dc.subject (關鍵詞) O2Oen_US
dc.subject (關鍵詞) Customer pathen_US
dc.subject (關鍵詞) Omni channelen_US
dc.title (題名) 以消費路徑觀點分析全通路管理模式zh_TW
dc.title (題名) A case study on the customer path to the omni-channel management modelsen_US
dc.type (資料類型) thesisen_US
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     王曉鋒、張永強與吳笑一，(2015)。零售4.0－零售革命，邁入虛實整合的全通路時代。台北：遠見天下文化出版股份有限公司。
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dc.identifier.doi (DOI) 10.6814/THE.NCCU.MBA.011.2018.F08-