近年來全通路行銷概念已在多通路發展，卻很少業者了解如何設計和創造出具有整合性的全通路。本研究嘗試提出全通路行銷之產品-技術分類架構，經由參酌文獻和次級分析80個全球應用案例，建構出市場層面2項節點(水平整合、垂直整合)，產品層面4項節點(功能、服務、體驗、轉換)，以及技術層面7項節點(辨識、定位、推薦、支付、遊戲化、平台、大數據)，並闡述研究框架的實務運用。研究成果將提供更精確有效的全通路行銷策略建議，亦對後續學者提供未來的行銷研究方向與主題。

In recent years, while omni-channel marketing concept has been developed for multi-channel channels, little is known about how to design and create integrated omni-channels. This study attempts to propose a product-technology classification framework for omni-channel marketing. By gathering literature review and eighty global application cases as secondary data, this study sums up the proposed framework into two nodes in market level (horizontal and vertical integration), four nodes in application level (function, service, experience, and transformation), and seven nodes in technology level (recognition, positioning, recommendation, payment, gamification, platform, and big data). The results of this study can be used as practical applications in developing omni-channel marketing strategy. In addition, this study also provides insights into future studies in the field of digital marketing.

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