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題名 客戶通路形式的未來趨勢討論
The Exploration of the Future Trend of Consumer Channel
作者 秦志榮
Chin, Chih-Jung
貢獻者 鄭宇庭
秦志榮
Chin, Chih-Jung
關鍵詞 服裝產業
直接面對消費者銷售模式
服裝製造商
客戶通路
Apparel Industry
Direct-to-Consumer Sales
Apparel Manufacturer
Consumer Channel
日期 2023
上傳時間 2-Jun-2023 11:35:10 (UTC+8)
摘要 服裝及紡織產業的經營與營利在疫情肆虐下，實體門市通路屢屢遭受到的挑戰，促使虛擬門市通路在這個產業中扮演更重要的角色。在數位經濟模式的不斷進展，服裝產業直接面對消費者的銷售模式正悄然興起。這是一個可由服裝製造商或是代工廠直接面對消費者的銷售手段，利用網路平台作為嫁接消費者的媒介，進行從原物料、設計、製造商品、行銷、廣告、銷售、配送、售後客戶服務的一條龍服務。這種跳過通路商的商業模式，讓服飾製造商或是服飾代工廠可藉由網路串連起與潛在消費者的連結，擺脫了通路商對於潛在消費者消費數據的獨斷的掌握，強化其直接面對消費者需求的量能，得以自行建立消費者忠誠度，開拓新的市場。據此，本研究以R公司為例，探討服裝製造商或代工廠如何利用直接面對消費者的銷售模式來建立屬於自己的消費市場與消費族群，持續性的建立自己的經營成長動能。透過深度訪談，本研究發現R公司運用直接面對消費者銷售模式來強化與服飾品牌商和服飾通路商的溝通與合作模式，同時理解服飾品牌商與服飾通路商與消費末端客戶之間互動的機制。除此之外，R公司亦嘗試利用直接面對消費者銷售模式來「直接」與消費末端的客戶交流，試圖建立可能的自有品牌來吸引潛在消費末端客戶。
Under the threats of pandemic of COVID-19, the challenges of physical stores make the business of apparel industry nearly collapse, stimulating the virtual stores become the main sales mechanism. Furthermore, the progression of digital economies brings direct-to-consumer sales pattern into the apparel industry, making the apparel manufacturers can directly connect and communicate to end consumers and get rid of the controls from apparel brand owner and apparel retailers and wholesalers. The study thus if to check out how the apparel manufacturer build its own consumer market through direct-to-consumer sales pattern by utilizing R company as the case. Through the in-depth interview, the study finds that the R company utilize direct-to-consumer sales pattern to reinforce the communications and cooperations between the brand owner and retailers and wholesalers, and as well as comprehend the interaction stories between them. Moreover, the direct-to-consumer sales pattern also helps the R company build private label to attract to end consumers.
參考文獻 一、中文部分
王丹陽、陳書儀、唐玄輝(2021)，融合深度訪談資料協助建構人物誌之優勢。設計學報，26(3)，39-60。
林佩欣(2021)，紡織與服飾產業的策略創新議題之研究(未出版博士論文)。台灣大學，台北市。
馬先芝、吳蕙汝、許秀雯、鄭博文(2020)，長照機構員工對於某個案醫院服務滿意度之研究。醫務管理期刊，21(2)，111-128。
許碧芳、涂敏怡、陳俊吉(2021)，品牌重新定位之研究：以E電視購物為例。產業管理評論，11(2)，51-68。
黃琛晰(2018)，台灣新創服飾品牌於電商與實體通路整合行銷之研究：以A個案公司為例(未出版碩士論文)。台灣大學，台北市。
經濟部國際合作處(2021)，2021/05/19，在全球疫情下掙扎的時尚產業與服裝產業，https://www.moea.gov.tw/mns/ietc/bulletin/Bulletin.aspx?kind=50&html=1&menu_id=33593&bull_id=8792。擷取日期：2022年10月20日。

 
二、英文部分
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Arslan, K., & Costu, F. (2021). Web 2.0 applications in the teaching process: a SWOT analysis. Shanlax International Journal of Education, 9(4), 460-479.
Bakbak, D. (2019). Investigation into information literacy and the use of web 2.0 technologies in a faculty of architecture. International Journal of Education and Practice, 7(4), 418-429.
Bakshi, S., Gupta, D. R., & Gupta, A. (2021). Online travel review posting intentions: a social exchange theory perspective. Leisure/Loisir, 45(4), 603-633.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Battisti, S., Agarwal, N., & Brem, A. (2022). Creating new tech entrepreneurs with digital platforms: meta-organizations for shared value in data-driven retail ecosystems. Technological Forecasting and Social Change, 175, 121392.
Bauerová, R., & Klepek, M. (2018). Technology acceptance as a determinant of online grocery shopping adoption. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(3), 737-746.
Bharadwaj, N., & Shipley, G. M. (2020). Salesperson communication effectiveness in a digital sales interaction. Industrial Marketing Management, 90, 106-112.
Bugawa, A. M., & Mirzal, A. (2018). The impact of Web 2.0 technologies on the learning experience of students in higher education: a review. International Journal of Web-Based Learning and Teaching Technologies, 13(3), 1-17.
Cao, L., & Li, L. (2018). Determinants of retailers` cross-channel integration: an innovation diffusion perspective on omni-channel retailing. Journal of Interactive Marketing, 44, 1-16.
Choi, S. (2020). When digital trace data meet traditional communication theory: theoretical/methodological directions. Social Science Computer Review, 38(1), 91-107.
Curtis, J. R., Chen, L., Higginbotham, P., Nowell, W. B., Gal-Levy, R., Willig, J., Safford, M., Coe, J., O’Hara, K., & Sa’adon, R. (2017). Social media for arthritis-related comparative effectiveness and safety research and the impact of direct-to-consumer advertising. Arthritis Research & Therapy, 19(1), 1-8.
DeAndrea, D. C., & Vendemia, M. A. (2016). How affiliation disclosure and control over user-generated comments affects consumer health knowledge and behavior: a randomized controlled experiment of pharmaceutical direct-to-consumer advertising on social media. Journal of Medical Internet Research, 18(7), e5972.
Donohue, J. M., Cevasco, M., & Rosenthal, M. B. (2007). A decade of direct-to-consumer advertising of prescription drugs. New England Journal of Medicine, 357(7), 673-681.
Fedorko, I., Bacik, R., & Gavurova, B. (2018). Technology acceptance model in e-commerce segment. Management & Marketing, 13(4), 1242-1256.
Fogel, J., & Adnan, M. (2019). Trust for online social media direct-to-consumer prescription medication advertisements. Health Policy and Technology, 8(4), 322-328.
Gleeson, D., & Menkes, D. B. (2018). Trade agreements and direct-to-consumer advertising of pharmaceuticals. International Journal of Health Policy and Management, 7(2), 98-100.
GlobalData (2021). Direct-to-Consumer in Apparel: Thematic Research. GlobalData.
Jewitt, C., & Leder Mackley, K. (2019). Methodological dialogues across multimodality and sensory ethnography: digital touch communication. Qualitative Research, 19(1), 90-110.
Jocevski, M., Ghezzi, A., & Arvidsson, N. (2020). Exploring the growth challenge of mobile payment platforms: a business model perspective. Electronic Commerce Research and Applications, 40, 100908.
Kim, N. L., Shin, D. C., & Kim, G. (2021). Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (D2C) brands. Fashion and Textiles, 8(1), 1-22.
Kovaitė, K., Šūmakaris, P., & Stankevičienė, J. (2020). Digital communication channels in Industry 4.0 implementation: the role of internal communication. Management: Journal of Contemporary Management Issues, 25(1), 171-191.
Leimstoll, U., & Wölfle, R. (2021). Direct to consumer (D2C) E-commerce: goals and strategies of brand manufacturers. In R. Dornberger (Eds.), New Trends in Business Information Systems and Technology (pp. 237-250). Springer, Cham.
Lienhard, S. D., Schˆgel, M., & Boppart, A. (2021). The prerequisites for D2C strategies: a close view at established consumer goods manufacturers. Marketing Review St. Gallen, 6, 10-17.
Majumder, M. A., Guerrini, C. J., & McGuire, A. L. (2021). Direct-to-consumer genetic testing: value and risk. Annual Review of Medicine, 72, 151-166.
Mathavan, B., Vafaei-Zadeh, A., Hanifah, H., Ramayah, T., & Kurnia, S. (2022). Understanding the purchase intention of fitness wearables: using value-based adoption model. Asia-Pacific Journal of Business Administration, (ahead-of-print).
O’Hara, J. K., & Low, S. A. (2020). Online sales: A direct marketing opportunity for rural farms? Journal of Agricultural and Applied Economics, 52(2), 222-239.
Ozcinar, Z., Sakhieva, R., Pozharskaya, E., Popova, O., Melnik, M., & Matvienko, V. (2020). Student`s perception of Web 2.0 tools and educational applications. International Journal of Emerging Technologies in Learning, 15(23), 220-233.
Purcarea, I. M. (2021). E-commerce retailers’ competition, digital technology and the fast-approaching future of a new standard consisting of cryptocurrency’s commercial us. Romanian Distribution Committee Magazine, 12(1), 32-50.
Rajkumar, N., Vishwakarma, P., & Gangwani, K. K. (2020). Investigating consumers` path to showrooming: a perceived value-based perspective. International Journal of Retail & Distribution Management, 49(2), 299-316.
Savastano, M., Bellini, F., D’Ascenzo, F., & De Marco, M. (2019). Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment. International Journal of Retail & Distribution Management, 47(5), 474-492.
Shankar, V., Kalyanam, K., Setia, P., Golmohammadi, A., Tirunillai, S., Douglass, T., Hennessey, J. Bull, J. S., & Waddoups, R. (2021). How technology is changing retail. Journal of Retailing, 97(1), 13-27.
Shuen, A. (2018). Web 2.0: A Strategy Guide: Business thinking and strategies behind successful Web 2.0 implementations. O`Reilly Media.
Sitaker, M., McGuirt, J. T., Wang, W., Kolodinsky, J., & Seguin, R. A. (2019). Spatial considerations for implementing two direct-to-consumer food models in two states. Sustainability, 11(7), 2081.
Stanley, O. E. (2019). Web 2.0 for reference services: an overview. Library Philosophy and Practice, 1-16.
Talwar, S., Talwar, M., Kaur, P., & Dhir, A. (2020). Consumers’ resistance to digital innovations: a systematic review and framework development. Australasian Marketing Journal, 28(4), 286-299.
Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021). The extended unified theory of acceptance and use of technology (UTAUT2): a systematic literature review and theory evaluation. International Journal of Information Management, 57, 102269.
Ventre, I., & Kolbe, D. (2020). The impact of perceived usefulness of online reviews, trust and perceived risk on online purchase intention in emerging markets: A Mexican perspective. Journal of International Consumer Marketing, 32(4), 287-299.
Wei, Y., Wang, C., Zhu, S., Xue, H., & Chen, F. (2018). Online purchase intention of fruits: Antecedents in an integrated model based on technology acceptance model and perceived risk theory. Frontiers in Psychology, 9, 1521.
Yan, Y., Zhao, R., & Xing, T. (2019). Strategic introduction of the marketplace channel under dual upstream disadvantages in sales efficiency and demand information. European Journal of Operational Research, 273(3), 968-982.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
104932007
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104932007
資料類型 thesis
dc.contributor.advisor 鄭宇庭zh_TW
dc.contributor.author (Authors) 秦志榮zh_TW
dc.contributor.author (Authors) Chin, Chih-Jungen_US
dc.creator (作者) 秦志榮zh_TW
dc.creator (作者) Chin, Chih-Jungen_US
dc.date (日期) 2023en_US
dc.date.accessioned 2-Jun-2023 11:35:10 (UTC+8)-
dc.date.available 2-Jun-2023 11:35:10 (UTC+8)-
dc.date.issued (上傳時間) 2-Jun-2023 11:35:10 (UTC+8)-
dc.identifier (Other Identifiers) G0104932007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145042-
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) 104932007zh_TW
dc.description.abstract (摘要) 服裝及紡織產業的經營與營利在疫情肆虐下，實體門市通路屢屢遭受到的挑戰，促使虛擬門市通路在這個產業中扮演更重要的角色。在數位經濟模式的不斷進展，服裝產業直接面對消費者的銷售模式正悄然興起。這是一個可由服裝製造商或是代工廠直接面對消費者的銷售手段，利用網路平台作為嫁接消費者的媒介，進行從原物料、設計、製造商品、行銷、廣告、銷售、配送、售後客戶服務的一條龍服務。這種跳過通路商的商業模式，讓服飾製造商或是服飾代工廠可藉由網路串連起與潛在消費者的連結，擺脫了通路商對於潛在消費者消費數據的獨斷的掌握，強化其直接面對消費者需求的量能，得以自行建立消費者忠誠度，開拓新的市場。據此，本研究以R公司為例，探討服裝製造商或代工廠如何利用直接面對消費者的銷售模式來建立屬於自己的消費市場與消費族群，持續性的建立自己的經營成長動能。透過深度訪談，本研究發現R公司運用直接面對消費者銷售模式來強化與服飾品牌商和服飾通路商的溝通與合作模式，同時理解服飾品牌商與服飾通路商與消費末端客戶之間互動的機制。除此之外，R公司亦嘗試利用直接面對消費者銷售模式來「直接」與消費末端的客戶交流，試圖建立可能的自有品牌來吸引潛在消費末端客戶。zh_TW
dc.description.abstract (摘要) Under the threats of pandemic of COVID-19, the challenges of physical stores make the business of apparel industry nearly collapse, stimulating the virtual stores become the main sales mechanism. Furthermore, the progression of digital economies brings direct-to-consumer sales pattern into the apparel industry, making the apparel manufacturers can directly connect and communicate to end consumers and get rid of the controls from apparel brand owner and apparel retailers and wholesalers. The study thus if to check out how the apparel manufacturer build its own consumer market through direct-to-consumer sales pattern by utilizing R company as the case. Through the in-depth interview, the study finds that the R company utilize direct-to-consumer sales pattern to reinforce the communications and cooperations between the brand owner and retailers and wholesalers, and as well as comprehend the interaction stories between them. Moreover, the direct-to-consumer sales pattern also helps the R company build private label to attract to end consumers.en_US
dc.description.tableofcontents 中文摘要 I
ABSTRACT II
目錄 III
圖目錄 V
表目錄 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 2
第三節 研究流程 3
第二章 文獻回顧 4
第一節 數位科技工具與通路 4
第二節 直接面對消費者的銷售模式 10
第三章 研究方法 15
第一節 研究架構 15
第二節 研究範圍與研究對象 16
第三節 資料蒐集方式 16
第四章 訪談分析 18
第一節 新冠疫情下的台灣服飾產業 18
第二節 台灣服飾製造商與直接面對消費者的銷售模式 20
第三節 R公司的高競爭力銷售模式 23
第五章 結論與建議 27
第一節 結論 27
第二節 R公司案例對服裝產業的迴響 28
第三節 研究限制與後續研究發展 29
參考文獻 31
附錄一 受訪者A訪談內容 37
附錄二 受訪者B訪談內容 39
附錄三 受訪者C訪談內容 43
附錄四 受訪者D訪談內容 45
附錄五 受訪者E訪談內容 47		zh_TW
dc.format.extent 1757896 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104932007en_US
dc.subject (關鍵詞) 服裝產業zh_TW
dc.subject (關鍵詞) 直接面對消費者銷售模式zh_TW
dc.subject (關鍵詞) 服裝製造商zh_TW
dc.subject (關鍵詞) 客戶通路zh_TW
dc.subject (關鍵詞) Apparel Industryen_US
dc.subject (關鍵詞) Direct-to-Consumer Salesen_US
dc.subject (關鍵詞) Apparel Manufactureren_US
dc.subject (關鍵詞) Consumer Channelen_US
dc.title (題名) 客戶通路形式的未來趨勢討論zh_TW
dc.title (題名) The Exploration of the Future Trend of Consumer Channelen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部分
王丹陽、陳書儀、唐玄輝(2021)，融合深度訪談資料協助建構人物誌之優勢。設計學報，26(3)，39-60。
林佩欣(2021)，紡織與服飾產業的策略創新議題之研究(未出版博士論文)。台灣大學，台北市。
馬先芝、吳蕙汝、許秀雯、鄭博文(2020)，長照機構員工對於某個案醫院服務滿意度之研究。醫務管理期刊，21(2)，111-128。
許碧芳、涂敏怡、陳俊吉(2021)，品牌重新定位之研究：以E電視購物為例。產業管理評論，11(2)，51-68。
黃琛晰(2018)，台灣新創服飾品牌於電商與實體通路整合行銷之研究：以A個案公司為例(未出版碩士論文)。台灣大學，台北市。
經濟部國際合作處(2021)，2021/05/19，在全球疫情下掙扎的時尚產業與服裝產業，https://www.moea.gov.tw/mns/ietc/bulletin/Bulletin.aspx?kind=50&html=1&menu_id=33593&bull_id=8792。擷取日期：2022年10月20日。

 
二、英文部分
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Arslan, K., & Costu, F. (2021). Web 2.0 applications in the teaching process: a SWOT analysis. Shanlax International Journal of Education, 9(4), 460-479.
Bakbak, D. (2019). Investigation into information literacy and the use of web 2.0 technologies in a faculty of architecture. International Journal of Education and Practice, 7(4), 418-429.
Bakshi, S., Gupta, D. R., & Gupta, A. (2021). Online travel review posting intentions: a social exchange theory perspective. Leisure/Loisir, 45(4), 603-633.
Bala, M., & Verma, D. (2018). A critical review of digital marketing. M. Bala, D. Verma (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
Battisti, S., Agarwal, N., & Brem, A. (2022). Creating new tech entrepreneurs with digital platforms: meta-organizations for shared value in data-driven retail ecosystems. Technological Forecasting and Social Change, 175, 121392.
Bauerová, R., & Klepek, M. (2018). Technology acceptance as a determinant of online grocery shopping adoption. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(3), 737-746.
Bharadwaj, N., & Shipley, G. M. (2020). Salesperson communication effectiveness in a digital sales interaction. Industrial Marketing Management, 90, 106-112.
Bugawa, A. M., & Mirzal, A. (2018). The impact of Web 2.0 technologies on the learning experience of students in higher education: a review. International Journal of Web-Based Learning and Teaching Technologies, 13(3), 1-17.
Cao, L., & Li, L. (2018). Determinants of retailers` cross-channel integration: an innovation diffusion perspective on omni-channel retailing. Journal of Interactive Marketing, 44, 1-16.
Choi, S. (2020). When digital trace data meet traditional communication theory: theoretical/methodological directions. Social Science Computer Review, 38(1), 91-107.
Curtis, J. R., Chen, L., Higginbotham, P., Nowell, W. B., Gal-Levy, R., Willig, J., Safford, M., Coe, J., O’Hara, K., & Sa’adon, R. (2017). Social media for arthritis-related comparative effectiveness and safety research and the impact of direct-to-consumer advertising. Arthritis Research & Therapy, 19(1), 1-8.
DeAndrea, D. C., & Vendemia, M. A. (2016). How affiliation disclosure and control over user-generated comments affects consumer health knowledge and behavior: a randomized controlled experiment of pharmaceutical direct-to-consumer advertising on social media. Journal of Medical Internet Research, 18(7), e5972.
Donohue, J. M., Cevasco, M., & Rosenthal, M. B. (2007). A decade of direct-to-consumer advertising of prescription drugs. New England Journal of Medicine, 357(7), 673-681.
Fedorko, I., Bacik, R., & Gavurova, B. (2018). Technology acceptance model in e-commerce segment. Management & Marketing, 13(4), 1242-1256.
Fogel, J., & Adnan, M. (2019). Trust for online social media direct-to-consumer prescription medication advertisements. Health Policy and Technology, 8(4), 322-328.
Gleeson, D., & Menkes, D. B. (2018). Trade agreements and direct-to-consumer advertising of pharmaceuticals. International Journal of Health Policy and Management, 7(2), 98-100.
GlobalData (2021). Direct-to-Consumer in Apparel: Thematic Research. GlobalData.
Jewitt, C., & Leder Mackley, K. (2019). Methodological dialogues across multimodality and sensory ethnography: digital touch communication. Qualitative Research, 19(1), 90-110.
Jocevski, M., Ghezzi, A., & Arvidsson, N. (2020). Exploring the growth challenge of mobile payment platforms: a business model perspective. Electronic Commerce Research and Applications, 40, 100908.
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