The Analysis of Online to Offline of Testrite Group

• Main Authors: YEN, CHIAO-LING, 顏巧玲
• Other Authors: YAO, CHEN-YEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/64516430442649546315

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 105 === Due to the convenience and popularity of the Internet, the size of the global e-commerce market is still growing rapidly. The invention of the Internet allows enterprises compete with one another from physical to virtual. Past research studies have pointed out that Click-and-Mortar is the future trend of development. This research aims to study the relationship between Click-and-Mortar and off-online retailer. We conduct case study and in-depth interviews on furniture industry retailer, and apply the Bricolage theory to establish the case dynamic loop in order to help us understand the growth, policy and the impact of the case. The results show that the overall business model needs to be considered before an offline firm transforming itself into a Click-and-Mortar firm. If this research completed successfully, not only provide a reference to the company make strategy, but also be the base of intensive study of Click-and-Mortar.