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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
    林珈儀
    Lin, Jia Yi
    Keywords: 虛實整合
    百貨公司業
    行銷策略
    Omnichannel
    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。
    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.
    Reference: 中文部分
    王曉鋒、張永強、吳笑一(2015),零售4.0:零售革命,邁入虛實整合的全通路時代,台北: 天下文化。
    何佩珊(2017)。「阿里巴巴新零售再出手,以873億元取得高鑫零售逾36%股份」。數位時代,取自: https://www.bnext.com.tw/article/47103/alibaba-acquire-sun-art-retail-from-ruentex-group
    批發、零售及餐飲業統計調查(2014-2016年版)【資料檔】。台北市: 經濟部統計處。
    批發、零售及餐飲業經營實況調查報告(2017年版)【資料檔】。台北市: 經濟部統計處。
    林研詩(2016)。「智慧零售風潮下,互動體驗裝置加值精準行銷」。台北市: 經濟部技術處,取自: https://www.moea.gov.tw/MNS/doit/industrytech/IndustryTech.aspx?menu_id=13545&it_id=80
    陽世瑩(2005),SPSS統計分析實務,台北: 旗標出版股份有限公司。
    楊晨欣(2017)。「亞馬遜宣布以137億美元併購生鮮超市Whole Foods」。數位時代,取自: https://www.bnext.com.tw/article/44969/amazon-buys-whole-foods-for-13-point-7-billion
    顏理謙(2017,05)。「新零售崛起! 實體店的科技逆襲」。數位時代,276期,頁40-43。

    英文部分
    J.C. Penney Official Release. (2017). Retrived from: http://ir.jcpenney.com/mobile.view?c=70528&v=203&d=1&id=2249169
    KOHL’s Annual Report. (2016). Retrived from: http://www.annualreports.com/Company/kohls-corporation
    Macy’s Inc. Annual Report. (2016). Retrived from: http://investors.macysinc.com/phoenix.zhtml?c=84477&p=irol-reportsannual
    Macy’s Press Release. (2017). Retrived from: http://phx.corporate-ir.net/phoenix.zhtml?c=84477&p=irol-newsArticle&ID=2234057
    McKinsey& Company. (2017). “Where stores can still compete—and win”. Retrived from: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/where-stores-can-still-compete
    McKinsey& Company. (n.d.). “Retail 4.0: the future of retail grocery in a digital world”. Retrived from: https://www.mckinsey.com/industries/retail/our-insights
    Monthly & Annual Retail Trade (1992-2017) [Data File]. Suitland: United States Census Bureau.
    Nikki Baird. (2016). “Here`s What`s Wrong with Department Stores”. Forbes. Retrived from: https://www.forbes.com/sites/nikkibaird/2016/06/02/heres-whats-wrong-with-department-stores/#2834cdf44dcd
    Nordstrom Annual Report. (2016). Retrived from: http://www.annualreports.com/Company/nordstrom
    Phil Wahba. (2015). “Macy`s, Rite Aid part of first U.S. multi-brand loyalty program”. Fortune. Retrived from: http://fortune.com/2015/03/18/macys-hulu-loyalty-program/
    Phil Wahba. (2017). “Can America’s Department Stores Survive?”. Fortune. Retrived from: http://fortune.com/2017/02/21/department-stores-future-macys-sears/
    Phil Wahba. (2017). “Macy`s Is Overhauling Its Rewards Program to Win Back Straying Shoppers”. Fortune. Retrived from: http://fortune.com/2017/09/27/macys-loyalty-shoppers/
    Pierre Martineau. (1958). “The personality of the retail store”. Harvard Business Review, 36(1), 47-55.
    Piyali Ghosh, Vibhuti Tripathi, Anil Kumar. (2010). “Customer expectations of store attributes: a study of organized retail outlets in India”. Journal of Retail & Leisure Property, 9(1), 75-87.
    Suhaily Mohd-Ramly, Nor Asiah Omar. (2017). “Exploring the influence of store attributes on customer experience and customer engagement”. International Journal of Retail & Distribution Management, 45(11), 1138-1158.
    Techcrunch. (2010). “Why Online2Offline Commerce Is A Trillion Dollar Opportunity”. Retrived from: https://techcrunch.com/2010/08/07/why-online2offline-commerce-is-a-trillion-dollar-opportunity/
    United States National Retail Federation (2015-2016). Stores Top Retailer’s. Retrived from: https://nrf.com/resources/annual-retailer-lists/top-100-retailers/stores-top-retailers-2016

    官方網站資料
    Friday購物(GoHappy) http://shopping.friday.tw/
    Happy Go官方網站 https://www.happygocard.com.tw/
    Macy’s Official Site https://www.macys.com/
    微風廣場官方網站 https://www.breezecenter.com/
    新光三越官方網站 https://www.skm.com.tw/
    新光三越美麗台 https://www.beautystage.com.tw/skm/
    遠東SOGO官方網站 http://www.sogo.com.tw/
    遠東百貨官方網站 https://www.feds.com.tw/
    遠東百貨官方線上購物網站 https://www.feds.com.tw/tw/Shop/
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363027
    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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