珠寶業實體通路導入虛擬通路之個案研究

Abstract

近年來有眾多的企業紛紛在討論實體通路與虛擬通路整合，即便企業都知道要進行實體通路與虛擬通路整合才能在這個e世代裡面佔有一席之地，但是不一定每一次的整合都是成功的。本研究欲以實虛整合之服務的創新性、多通路行銷以及新市場的開拓等三個構面來探討珠寶產業在實體通路與虛擬通路的整合對企業所產生附加價值差異化、降低成本以及市佔率的提升等整合構面之成功要素所在。 在研究方法方面，本研究以資料蒐集、訪談及個案分析為主。在資料蒐集的主要資料來源是文獻及訪談。訪談方面，訪問個案業者之虛擬通路對業者所帶來的影響，並探討現行在實體操作與網際網路結合對於市佔率的影響。個案分析是從實體通路至虛擬通路，導入研究架構作進一步的分析，成功導出本研究所探討導入實體通路與虛擬通路整合的成功因素，以提供業者更佳的方法來解決問題，以提升整體的競爭力。In recent years, the unification of traditional and virtual distribution channels is the main discussion among businesses. And business management are aware that the facts of unifications are vital important in the e-generation. In reality, not every unifications or any efforts may be successful. This study focuses on three aspects of the unification of traditional and virtual distribution channels: Innovation, Multi-channel distribution, and Development of new markets; and further discusses of their impact on key factors as added value differentiation, lower costs and increase market shares of jewelry business. The research method is based on gathering and studying information and data, in person interviews, and case studies.The main source of statistics and data is documents and records of interviews. In-person interviews are focused on the impact of virtual distribution and the unification of both traditional and virtual distribution channels in jewelry business. The case studies are further analyzed to find out the key factors of success as the differences of traditional and virtual distribution channels and in unification of the distribution channels. The goal of this study is to provide solutions to jewelry business in order to raise competitiveness as a whole.