| 摘要: | 零售產業在各個電子商務網站與拍賣網站的現今市場上，充滿著挑戰；阿里巴巴董事會主席馬雲2016年10月的阿里雲棲大會上在演講中第一次提出「新零售」一詞，這個結合結合電商、線下門市的新零售模式，是近年來繼電子商務之後，最被看好的市場。
本研究目的主要在探討傳統手機零售業者如何突破經營困境，由既有的線下實體門市通路，轉向經營線上商城，並且讓兩個不同型態的通路相互合作，達到相互導客功能，而非互相競爭。研究訪談為S公司高階主管，包含營運長與資訊長，作為訪談對象，針對S公司整合O2O的過程進行研究；研究方法採取個別、面對面訪談法，針對S公司高階主管進行深度訪談。
研究結果發現S公司的導入過程是採用胡蘿蔔與棍子的方式，以門市人員銷售線上商品分潤為誘因，加上高層政策支持為推力，並使用資訊科技蒐集線上和線下的各項數據，藉以了解消費者的動態和喜好，讓消費者無論在線上或線下都能夠獲得一致的購物體驗，將整個轉型專案推向成功之路。
Conventional retailers recently face considerable competition from e-commerce corporations and online auction. Jack Ma, the executive chairman of Alibaba Group, introduced the concept of “new retail” during Alibaba’s 2016 Computing Conference. He envisioned a novel retail model that merges online e-commerce and offline retail stores, which has been recognized as a promising business model in the wake of e-commerce.
This study investigated conventional mobile phone retailers which can overcome market difficulties by expanding from their existing offline physical stores to online virtual stores. A move that initiates a collaboration between these two fundamentally different marketing channels, allow them to attract customers for each other rather than competing. Interrogated with senior executives (COO, CIO), individually and face-to-face interview are conducted.
The results indicate that company S adopted a “carrot and stick” strategy, distinguish the staff of the physical stores received from online sales as the carrot and policy support from management as the stick. MIS department and then collect and analyze online and offline data to understand consumer behaviors and preferences. This approach allowed company S to offer their customers consistent online and offline a shopping experience. |
