|Author's Email Address
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|Type of Document
||A Feasibility Study on 3C Distributor Build Virtual and Physical Channels on Enterprise Transformation|
|Date of Defense
||It is an important issue to bulid virtual channel or keep physical channel when internet marketing becoming mainstream for physical store.|
The main subject of interview in this study is the enterprise with virtual channel and physical channel. Our purpose is to undersatand how these enterprises chose channel type for enterprise transformation in the case of internet shopping and internet marketing. This study hopes to provide valuable advice for enterprises to select virtual channel or physical channel. Therefore, this study uses three main facets, namely, enterprise transformation, channel characteristics and consumer behavior.
Through four case study we find that transformation and reconcile conflicts need internal and external coherence; through price synchronization or part price synchronization arrive integration of price; the advantage of physical channel: experiential marketing and services; the advantage of virtual channel: searching costs and low fixed costs, speed and innovation; channel characteristic must respond to variation of consumer behavior; the outsourcing of systems development is prone to crisis and losing dominance.
This study provides two practical suggestions: use the advantages of vitual and physical channel and the integration of both channels; it is necessary to built system development capabilities by itself.
||Po-Wen Cheng - chair|
Meng-Siou Li - co-chair
Christina Y.P. Wang - advisor
JAW, BIH-SHIAW - advisor
Indicate in-campus at 99 year and off-campus access at 99 year.|
|Date of Submission