The research of shopping mall’s business strategies under E-commerce development: A case study of shopping mall A

• Main Authors: Chang, Wei-Cheng, 張偉正
• Other Authors: Yu, Shih-Ti
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/kn7k4r

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 105 === Taiwan’s online shopping industry is currently booming and continues to threaten the performance of physical stores (department stores). As technological innovation expands and consumer habits gradually change, the competition between online shopping and physical stores will become fiercer. Owners and operators of physical stores will try to develop strategies to retain and gain customers. This study discusses the future development of the competitive situation between online and conventional retailers, to help strategic planning for the future development of physical stores. The study takes domestic shopping malls (specifically the department stores) as the research object, and explores the effect of the development of online shopping on certain shopping malls in Taiwan. The investigation covers the future development of online shopping through literature research, secondary data analysis, in-depth interviews, etc., identifying the advantageous aspects of physical stores to develop a corresponding strategic direction and practices. Our results show that the development of online shopping will continue to expand its influence on the performance of physical stores, and the extent of the influence will vary by industry. Physical store operators’ strategies to deal with the future expansion of online shopping should focus on considering the location of the existing store and allowing for adjustments in their business model to meet and create consumer demands. In the competition and cooperation field, to overcome their weak points operators should emphasize and promote their advantages over online stores, such as enhancing personal service, improving their commercial power, efficient space management, establishing landmarks, utilizing science and technology, etc. Operators could also strengthen their cooperation with online communities, to expand the virtual-real business opportunities.