研究生: |
梁錦玲 Ching-ling Liang |
---|---|
論文名稱: |
管理創新與虛擬購物跨通路經營策略個案研究 A Study of innovative management of the strategy and the virtual shopping of Cross-channel |
指導教授: |
梁瓊如
Chiung-ju Liang |
口試委員: |
紀佳芬
Chia-fen Chi 林盈利 Ying-li Lin |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2008 |
畢業學年度: | 96 |
語文別: | 中文 |
論文頁數: | 121 |
中文關鍵詞: | 管理創新 、虛擬通路 、實體通路 、跨通路 、多通路 、經營策略 |
外文關鍵詞: | management innovation, virtual channel, physical channel, cross-channel, multi-channel, management strategy. |
相關次數: | 點閱:294 下載:2 |
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多通路零售是近年來零售業者為提升企業競爭優勢,創新顧客價值勢在必行的經營思維,然而一般零售業者對跨通路經營的未來趨勢、作法、及成效多所遲疑或不安,而引發本研究之動機。本研究企圖從管理創新的角度,以虛擬通路出發,來探討跨通路的經營策略;並以富邦媒體科技為研究個案,以期達到理論與實務並重的研究效果。
資訊快速膨脹,各種創新論點如雨後春筍,產業因而重組亦多有所聞,零售業者面對購物習慣正在改變中的消費大眾,虛擬通路和實體通路整合的需求及壓力,是企業在通路佈局與運作上不得不變的發展與挑戰。本研究企圖站在「管理創新」的角度來觀察「虛實通路的經營策略」,並以個案公司為研究範圍,從個案公司創立前的產業背景、至開創初期的經營策略、至期中為適應競爭環境而採用之各種管理創新手法及策略,期望能為對跨通路經營有興趣的零售業者提供棉薄之力,亦為新興的「多通路經營模式」和「管理創新」的連結提供ㄧ些實務上的探討,最後提出:
(一)、 在富邦媒體現階段虛擬通路之經營模式上,歸納出有別於競爭對手的營運
創新模式。
(二)、 針對富邦媒體現階段跨通路之經營模式中因創新所產生的綜效提出結論。
(三)、 多通路零售業者面對跨通路經營,必須能夠提供一致性服務品質、延續品
牌形象,進而增加消費者滿意度、提高消費者的忠誠度。
(四)、 虛擬通路與實體通路有效的整合,是一項經營優勢策略,有助於企業資源
分配,達成多通路拉抬、互補效益。
Recently, retail enterprises are using multi channel management in order to enhance enterprise's competitive advantage and increase innovative customer's value. However, some proprietors hesitate about the business result in implement multi channel management which causes the research of this study. This study is based on innovative management of view on virtual channel intends to researches the cross-channel business strategy. Moreover, this study takes Fubon Multimedia Technology Co., Ltd as study case, in order to reach the research result of both of theory and practice,
Information expands fast, various kinds of innovative argument like bamboo shoots after a spring rain which also cause some industries recombined. Retail enterprises now facing customer’s changing purchase behavior and the needed and pressure of integration of virtual and physical channel. Therefore, enterprises have no choice to challenge and develop multi channel arrangement and business operation.
This study intends to observe 「the operation strategy of virtual channel」based on 「management innovation」of the case company from company set up till implement innovation cross-channel strategies. This study expect to provide some comments based on linking both of 「multi channel management model」 and 「management innovation」. The last, announce:
1. Based on current Fubon Multimedia Technology’s virtual channel operation model, generalize an operation innovation model which different with competitor.
2. Focusing at current Fubon Multimedia Technology’s cross-channel operation model, generalize a comment of synergy due to innovation.
3. When cross-channel retail face cross-channel operation, must offer consistency service quality, extend brand image, moreover increase customer satisfaction and improve customer loyalty.
4. The effective integration of 「virtual channel」and 「physical channel」is the advantage tactics of a management which contribute to enterprise's resource allocation, reach multi -channel complementary benefit.
一、 中文部份
1. 金偉燦(W. Chan Kim) ,芮妮•莫伯尼(Renee Mauborgne),「籃海策略」遠流出版,2005/08。
2. 林仁宗,「實體通路與虛擬通路競合關係與發展契機之研究-以網路購物市場發展為例」,國立臺灣大學商學院研究所碩士論文,2001。
3. 施朝欽,「虛擬與實體通路整合之研究」,國立臺灣科技大學管理研究所碩士論文,2000。
4. 張鴻南,「電子商務實虛整合經營模式與績效關係之研究-資源基礎觀點」,銘傳大學資訊管理學系碩士論文,2003。
5. 黃鳴棟,虛擬通路產業的經營模式與競爭策略分析:以「電視購物」為例,國立臺灣科技大學管理研究所碩士論文,2002。
6. 楊幼蘭譯,「多通路整合行銷」,初版,台北:藍鯨出版,譯自Bernadette Tiernan,2002/07。
7. 楊晴惠,「網路購物市場趨勢前瞻」,財團法人資訊工業策進會資訊市場情報中心(MIC),2007/11,。
8. 潘進丁、王家英,「當巷口柑仔店變Wal-Mart」,第一版,台北:天下遠見,2006/11。
9. 劉鏡清,「跨通路最佳化策略-經營品牌價值」,管理雜誌,第382期,98~101頁。
10. 戴國良,「經營策略企劃全書」,初版,台北:商周出版,2004/03,183~210頁。
二、 英文部分
1. Adner, Ron (2006) ,”Match Your Innovation Strategy to Your Innovation Ecosystem”, Harvard Business Review,vol.84, No4,pp.98-107.
2. Anthony, Scott D. ,Eyring, Matt & Gibson ,Lib (2006),” Mapping Your Innovation Strategy”, Harvard Business Review, vol.84, No5,pp.104-113.
3. Andrew, James P. , Sirkin, Harold L. (2003),” Innovating for Cash”, Harvard Business Review,vol.81, No9,pp.76-83.
4. Andrew Hargadon, Robert I. Sutton (2000), “Building an Innovation Factory”, Harvard Business Review on Innovation.
5. Drucker, Peter (2002),”The Discipline of Innovation”,Harvard Business Review,vol.80, No8,pp.95-103.
6. Eric Von Hippel, Stefan Thomke, Mary Sonnack (1999), “Creating Breakthroughs at 3M”, Harvard Business Review on Innovation.
7. Fernando Suarez(2005),“The Half-Truth of First-Mover Advantage”, Harvard Business Review (April 2005)
8. Gary Hamel (2006), “The Why, What, and How of Management Innovation”, Harvard Business Review (February 2006).
9. Geoffrey A.Moore(2004)“The old Innovation Stategy”, Harvard Business Review (August 2004).
10. Hammer, Michael (2004),”Deep Change: How Operational Innovation Can Transform Your Company” ,Harvard Business Review,vol.82, No3,pp.84-93.
11. Kim , W. Chan & Mauborgne, Renee (1999),“Creating New Market Space”,,Harvard Business Review,vol.77, No1,pp.83-93.
12. Kim, W. Chan & Mauborgne, Rene (2000),“Knowing a Winning Business Idea When You See One”,Harvard Business Review,vol.77, No5,pp.129-138.
13. Kim, W. Chan & Mauborgne, Rene (2004),Blue Ocean Strategy,Harvard Business Review Article,vol.82, No10,pp.76-84.
14. Larry Huston, Nabil Sakkab (2006), “Connect and Develop: Inside Procter & Gamble's New Model for Innovation”, Harvard Business Review (March 2006).
15. Lencioni, Patrick M. (2002),”Make Your Values Mean Something” ,Harvard Business Review,vol.80, No7,pp.113-117.
16. Moore, Geoffrey A. (2004);”Darwin and the Demon: Innovating Within Established Enterprises”, Harvard Business Review,vol.82, No7/8,pp.86-92.
17. Philip Kotler (2003), A Frame Work for Marketing Management, Second Edition.
18. Thomke, Stefan , Hippel , Eric Von (2002),”Customers as Innovators: A New Way to Create Value”,Harvard Business Review,vol.80, No4,pp.74-81.
19. W. Chan Kim, Renee Mauborgne (1997), “Value Innovation: The Strategic Logic of Hih Growth”, Harvard Business Review on Strategies for Growth.
20. Ulwick, Anthony W. (2002),” Turn Customer Input into Innovation”, Harvard Business Review,vol.80, No1,pp.91-97.
21. Zook ,Chris & Allen , James (2003),” Growth Outside the Core”, Harvard Business Review,vol.81, No12,pp.66-73.
三、 網頁部份
1. http://www.cjmall.com/
2. http://www.etmall.com.tw/
3. http://www.emarketer.com/
4. http://www.forrester.com/
5. http://www.goldmansachs.com/
6. http://www.hsn.com/
7. http://www.innocentive.com/
8. http://www.iii.org.tw/
9. http://www.lg.co.kr/
10. http://www.momoshop.com.tw/
11. http://www.ninesigma.com/
12. http://www.qvc.com/
13. http://www.screendigest.com/
14. http://www.yet2.com/
15. http://www.yourencore.com/