A Study of innovative management of the strategy and the virtual shopping of Cross-channel

• Main Authors: Ching-ling Liang, 梁錦玲
• Other Authors: Chiung-ju Liang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/65524766493094945636

碩士 === 國立臺灣科技大學 === 管理研究所 === 96 === 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.