行動通訊產品門市加盟主的困境與因應策略的探討－以A公司發展多通路策略為例

Abstract

在競爭日益激烈的行動通訊產品市場中，隨著消費者對於手機品牌的忠誠度逐漸消逝，行動通訊門市加盟主面臨單一品牌的銷售，應該要採取的何種策略來因應，是本研究的核心問題。本研究探討了行動通訊門市加盟主的困境，除了回顧通訊產業歷史背景及分析目前通訊市場的概況外，也分析行動通訊加盟主與品牌間關係、常見的加盟型態以及可能的通路衝突。本研究以A公司發展多通路策略為例，為單一品牌的行動通訊門市加盟主提出可能的因應策略。最後本研究也以體驗行銷的觀點，探討實體通路和數位通路的差異，並為單一品牌的行動通訊門市加盟主提供優化實體經營的解決之道In the increasingly competitive mobile communication product market, as consumers’ loyalty to mobile phone brands fades away, mobile communication store franchisees are facing single-brand sales. What strategy should be adopted to respond is the core of this research problem.This research explores the dilemma of mobile communication store franchisees. In addition to reviewing the historical background of the communications industry and analyzing the current communications market, it also analyzes the relationship between mobile communication franchisees and brands, common franchise types, and possible channel conflicts. This study takes the development of multi-channel strategy by Company A as an example, and proposes possible response strategies for franchisees of single-brand mobile communication stores.Finally, this research also explores the differences between physical channels and digital channels from the perspective of experience marketing, and provides solutions for optimizing physical operations for franchisees of single-brand mobile communication stores.