| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 99 === By the rapid development of information industry in, we find that traditional store sales have changed with market demand as the main axis of the marketing model. The structures of the supplier by the vertical and horizontal integration have advanced to the embedded computer communication value chain integration. This represents a marketing channel that will re-start the market with the reorganization of the wave of suppliers, and show the trend in this wave through the theoretical study carried out in the practical application of the strategy. We hope to play in the operation of the value of strategic thinking, and contribute to the application of the market.
Access strategy for the past, quantitative research tends to be, to the application of quantitative research is focused on a particular point of the strategy design. It’s difficult to obtain a comprehensive explanation of things for the "quality", to be not able to understand the development of the state of reality. This study chose a qualitative research method to explore more in-depth information access strategy for the establishment of many commodities, institute of emphasis from quantitative expansion of a point to a surface. To provide enterprises in the changing competitive environment, the use of relationship marketing practices in close connection with the distributors, and multi-channel strategy help to understand the critical success factors.
Grounded theory research method was taken in this study. We’ve made in-depth interviews for the members of marketing channels for information goods. Through the repeated collection of interviews, analysis, and grounded theory, the concept of information encoded is seen, showing the process of construction of the influencing factors, situational context and action / interaction strategies associated mode. In this study, a total of eight respondents visit. First, conceptualization of the information available to interview for the 105 factors, 18 and then summed up the concept of an open type of encoded. By
decoding the model one by one, context related to various aspects linked. Interviews on the basis of the phenomenon and the context of statements and explanations help to further explore the relevance of the category and its reasons. Finally, through the open coding and axial coding a continued correlation is present, and shows the three stages of a more refined three stages, of strategic planning period, and the relationship between the integration period and the results. Information products need to build out a multi-channel strategy for the establishment of critical success factors model, and research explores the types of goods to the practical side of planning applications.
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