| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 100 === In recent years, the global aging rate has rapidly increased, and United Nations Populations Fund(UNPF) estimates that by 2050 the senior population would account for one fifth of the global population. In Taiwan, the problems of aging population are more serious. National Statistics, R.O.C. estimates that Taiwan would become a super-aged society by 2025 (i.e., one fifth of the population belongs to the aged population). However, the senior industry in Taiwan is not well-developed compared to other developed countries. In the past, researchers rarely explore the issues between firms and consumers’ purchasing relationship in grey market. Therefore, the present study explores how the firm, when facing highly diverse consumer groups, builds multi-channel strategy, and how the strategy affects consumers’ purchasing decisions in the grey market.
In this study, case study analysis is conducted by exploring the “L’elan Enterprise Corporation Limited” which uses clicks-and-mortar strategy to run the business. The study attempts to tackle how the multi-channel strategy affects the consumer behavior among senior consumers and surrogate consumers. In addition, the research questions include wether the multi-channel strategy gives rise to the cannibalization effect of customers in different channels, and how different life-styles influence the consumers’ purchases and firms management strategy.
The results of this study suggests that due to the highly diverse consumer groups in the grey market, multi-channel strategy could expand the scope of the market and satisfy more potential customers. Most of all, if the firms could successfully integrate all channels, not only could the customer values be improved, the possibility of cannibalization effect of different channels would also be reduced by raising up the complementary utility of each channel.
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