本研究旨在探討台灣電信自由法案的開放後，以研究個案連鎖通路S公司為例，在高度競爭的市場中，做為國內外多品牌的代理通路服務商，為提高營收目標與市占率，在產業變革下的策略轉折，要有不斷創新的經營策略、定位，來強化其競爭力與市場領導地位。這其中包括在連鎖門市的造店，店格陳列的改變，師法“蘋果”開放式的展售體驗空間，運用體驗行銷提昇消費者的興趣，以及體驗接觸實體的樂趣。並結合大數據精準行銷活動，做消費者行為系統分析，找到機會點做交叉行銷或向上行銷，並隨著建置網路環境的改善、科技連網裝置的普及，順應潮流切入電商市場，在門市、網站(O2O導購導銷) 全通路零售核心思維，以符合顧客需求為前提，提供顧客在最適的時間、最適的地點，得到其專屬或限時限量優惠，強化顧客黏著度與增加顧客購買意願。

The goal to this study is to discuss the openness of the telecom freedom act, Taking company S, settling in such highly competitive market, being a well-known distributor to various product lines and services nationally and worldwide; in order to raise its revenue target and its market penetration when experiencing the industrial transformations and strategic turning points, the company has been continuously enhancing its innovation and positioning capabilities, to maintain its leading position in the market. During the period of chain store expansion, the store layouts applied Apple’s open area methodology; that utilized experiencing-marketing to allow customers touch and feel the product, and thus brings the joy to customers throughout the interaction. By building the environment and using big data techniques with precise marketing, company S can easily study and analyze customer behaviors. Thank to the development of Internet, and devices that use the Internet, company S has followed the trend and entered the new era of e-commerce. No matter customers are shopping in store or on the website (O2O redirection – Online to Offline / Offline to Online).Taking Omni-channeled-retail methodology as the key, aiming and prioritized in satisfying customers’ needs, serving customers in the right time, at the best location, and providing customers with customized and/or limited offers; which effectively raise customer loyalty and buying power, eventually increases customers’ store walk-in frequency.

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