現今零售市場，傳統實體通路業者面臨電子商務衝擊，努力開拓線上市場，原本純經營網路之業者也已開始紛紛佈局線下，如亞馬遜、阿里巴巴…等。虛實整合已成趨勢，不論純線上或者純線下的商業模式，都將會面臨衝擊，零售商之實體和虛擬通路、資源必須不斷整合，打破傳統思維不斷創新。
在現今虛實整合趨勢下，傳統實體通路業者相對線上業者，已投入大量成本於建置、經營實體通路；而就台灣零售市場而言，百貨公司業者於整體零售業營收中佔高比例，且於現今市場環境中面臨「消費需求多變」的經營困境，因此，本研究旨於探討台灣百貨業者於虛實整合下可採行之行銷策略。
透過量化研究，綜合了解消費者虛實通路購物習慣和偏好、百貨公司購物習慣和偏好、百貨公司虛實整合現況認知及接受度與百貨業者現今提供之產品和服務滿足消費者需求的程度，整理出品牌/商品差異化、服務品質提升、增強體驗、提供更多休閒樂趣、完善會員制度與提供並整合多元消費/接觸管道六點行銷策略建議，希望給予百貨公司業者與面臨市場衝擊下，如何吸引消費者之行銷策略面之建議、協助策略之訂定。 / In today’s retail market, the traditional brick-and-mortar retailers have strived to develop online market after facing intense competition from e-commerce prosperity, online retailers such as Amazon and Alibaba have also started to expand offline market. Omni-channel has become the market trend, both online-only retailers and traditional physical stores are facing challenges. Retailers have to integrate online and offline channel resources, and keep innovating.
Contrast to online retailers, traditional brick-and-mortar retailers have invested a lot of resources in building and managing physical channels. Department stores sales accounts high proportion of total retail market sales and are facing the problem of changing customer needs. Therefore, this study examines the marketing strategy that department stores can take under the trend of omni-channel.
Through quantitative research that designed to understand customer buying behavior, including shopping habits and preferences in online and offline channels and in department stores, cognition and acceptance of department store’s nowadays omnichannel strategy, and satisfactions of the products and services that currently provided by department stores. This study proposes six marketing strategy recommendations, which are brand/ product differentiation, service quality upgrade, shopping experience enhancement, entertainment providing, loyalty program improvement, and channels/ touch points integration. Based on these recommendations, the study hopes to help the department stores to figure out the ways to attract customers and build the strategy under the market challenges.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104363027 |
| Creators | 林珈儀, Lin, Jia Yi |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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