| Summary: | 碩士 === 國立臺灣科技大學 === 工業管理系 === 95 === Nowadays, the global market is more competitive than ever before, so how to make channel strategies which are flexible enough to face swinging daily demand is every company’s main purpose. In other words, how to manage distribution channel well is the key point of a company’s success. Today, more and more enterprises find out that even they have excellent products, great marketing strategies and reasonable price, if without sufficient distribution channel plan, there sales still drop. So how to use virtual channel method to develop distribution channel plan is most companies’ stress. Furthermore, internet construction of virtual channel is the pivot for distribution channel developing. My thesis will focus on the performance of physical channel and virtual channel separately by introducing XX Corporation’s products. There will be some results such as cost performance and benefit performance after analysis data from different channels by using Excel and Index， and then I will give suggestions for improvement.
There are three major parts of this paper. The first part focuses on theorem development. I will mention the basic concepts of channels and some applications of virtual channel in the electronic commerce in the business field. The second part is a case study which is discussed on some products from XX Corporation. The third part is data analysis and benefit evaluation. We will see whether there is other improvement space after adapting this model we discuss above such as cost or reward improvement. Finally I will give explanation and conclusion for combining both physical and virtual channel in the future.
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