隨著資訊科技的快速發展，資訊科技對於企業已產生很重大的影響，尤其是社群軟體的應用，可以連結不同專業背景的成員，並提供即時的線上資訊，技術性突破既有的行銷通路的限制，不僅徹底改變了通路成員的競爭狀態，更顯著的影響到通路成員間的關係。社群軟體所展現的功能已能彌補存在於傳統通路中的眾多問題與缺口，並且還能創造出更多的附加價值，改變了行銷通路環境和通路內的各種活動內容，同時使通路成員能夠快速因應外部環境的變遷。因此資訊科技是影響組織管理及溝通的重要因素。
然而有關資訊科技，尤其是社群軟體影響行銷通路的研究尚無成熟之理論。因此本研究以質性研究的方法，針對中國大陸快速消費品行業的某通路商公司。擬從瞭解產業通路發展的現況與困境，探討通路商發展社群軟體應用之背後動機與所產生的影響，如何建構起較完善的組織溝通系統；探討基於溝通系統的設計，如何運用手邊的資源做最佳化的配置，發展出網絡型組織，達到跨界通路管理的目的。透過個案分析整理出一套基於社群軟體，能夠左手整合，右手競爭的靈巧通路平台，以做為傳統產業因應時代潮流變遷之參考對策。
關鍵字：社群軟體、組織溝通、網絡型組織、跨界管理、靈巧平台

Rapid development of information technology has had a significant impact on enterprises. Especially the application of social media, can provide real-time online information and break the limitations of traditional marketing channels. Social media has been able to solve many problems which exist in traditional channels, therefore it can create more added value for enterprises. Also, it changes the marketing environment and the various activities within the channels. To sum it up, information technology is a major factor affecting organizational management and communication.
Currently, there is no mature theory of information technology, especially what is the impact of social media on marketing channels. Therefore, this study used qualitative research methods, through a case study of a Chinese distribution company. The study starts with the current situation description and continues with the problem of industrial channel development. It explores the motivations and the impact of the social media development in the company, and describes how to construct a better organizational communication system. Based on the communication system, this study explores how to use the resources to do the optimal configuration to develop a network organization. Finally, reached the purpose of channel’s boundary spanning management.
In conclusion, through the case study summarized into a set of Social Media Enabled Ambidextrous Channel Platform, which integrates left-hand integration and right-hand competition, is taken as a reference for the transformation of traditional enterprises in the future.

Keywords: Social Media, Organizational Communication, Network Organization, Boundary Spanning, Ambidextrous Platform

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