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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/116167

    Title: 虛實整合趨勢下百貨公司可行之行銷策略
    Marketing strategy that department stores can take under the trend of omnichannel
    Authors: 林珈儀
    Lin, Jia Yi
    Contributors: 洪順慶
    Lin, Jia Yi
    Keywords: 虛實整合
    Department store
    Marketing strategy
    Date: 2018
    Issue Date: 2018-03-02 12:05:28 (UTC+8)
    Abstract: 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。
    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.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363027
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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