| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 107 === Under the competitive environment of offline and online converging attack, Taiwan Tobacco and Alcohol Company has been facing the challenge of how to have consumers choose to step into their shops. By mastering the emerging platforms, physical channels and virtual retail business in deep integration, having distinctive brand image, breaking the limitations of categories, and actively creating the opportunity for demand, only then can it have the potential to withstand.
This study is aimed at how Taiwan Tobacco and Alcohol Company breaks the retail channel framework, how the online and offline channels integrates, and how mobile purchasing develops, It covers how the needs of offline customers are met with the online platforms and how the offline customers are guided into the online shops, It seeks to create a smart retail platform with new concepts through the Internet in order to provide better services, and to bring more interesting and open shopping experience to the customers.
This paper examines how Taiwan Tobacco and Alcohol Company establishes an efficient management system, combines with intellectualized application, and how it faces the opportunities and challenges under the business model of O2O online and offline channels integrating, It is to pursue a direction of service platform development, establish a brand, and expand the market share, It will then strive to have localized enterprises move towards the international market, by the analysis and discussion of the company in the case study, it is expected to provide a reference for the future development of the new retail business of Taiwan Tobacco and Alcohol Company.
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