A Study of Factors Influencing the Development of Omni-Channel Retailing E-Commerce Strategy

• Main Authors: Hsieh, Fang-Ying, 謝芳盈
• Other Authors: Chen, Chun-Der
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/41615419876819133188

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 105 === Though the development of omni-channel can provide better service quality and customer experience for physical store retailers, there is still limited studies pertaining to whether these retailers have relevant know-how or sufficient budget, what barriers they will face and how to overcome, and what kind of support Y online platform, a well-known e-commerce solution provider, can supply. Therefore, the objectives of this study are to provide concerete understandings and research insights for the above research questions through case study and personal interviews both for practitioners and academic scholars. Through several times of interviews with experienced brand managers of three well-known global and domestic companies, we found that (1) physical store retailers increasingly set their focuses from offline to online, however, due to higher development costs for the construction of omni-channel infrastructure or limited scale in Taiwan, most of they choose to cooperate with online e-commerce solution provider to achieve their omni-channel strategies, and (2) Y online platform should decide its own positioning for these physical store retailers and what service value it should provide, and in most of times, Y online platform might treat itself as a “supporter” or a “consultant” in order to gain close cooperation with these retailers. Lastly, this study also suggests several insightful solutions not only for physical store retailers but Y online platform as well, and research limitations and future research directions are also adderessed for omni-channel strategy innovation.