Business Models of Integrating Virtual and Physical Channel– The Case Study of Three Shopping-goods-based Companies

• Main Authors: Wei-Hao Cao, 曹洧豪
• Other Authors: Chiu-Chu ,Chang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99671850607092265208

碩士 === 國立屏東商業技術學院 === 經營管理研究所 === 99 === With the progress and popularity of Internet technology, business models have no longer been limited to physical channels. Business models of virtual channels are continuously expanding and developing, which makes the scale of on-line shopping in Taiwan has gained rapid growth. Nowadays many of the enterprises have tried to make a good advantage of on-line shopping by establishing both physical and virtual channels in the market. In the condition of different functions between physical and virtual channels, This study tried to investigate the clicks-and-mortar business status of case, and also to find out enterprise what the motivation was by clicks -and-mortar, process and businese performance. Based on a business model to investigate how the enterprises integrate physical and virtual channels to gain profit maximization. These were the main purpose that the present study was set up to explore. This study was based on a business model proposed by Afuah and Tucci in 2001 and was to investigate the business model of integrating physical and virtual channels of the shopping-goods-based companies of Top power, Think-Different, and Umbrella King. The intensive sampling was applied to sort out the dealers who had abundant experience and information. The researcher designed the interview questions and interviewed the owners. The major findings of the present study were as follows: first, the shopping-goods-based company should make a good use of dual-channel product portfolio strategy to create customer value by clicks -and-mortar; second, clicks-and-mortar can bring manifold and efficient services; third, it will improve consumer’s purchasing intention on clicks-and-mortar business by rational pricing strategy; fourth, clicks-and-mortar can find out more customers and expand the operation scope; fifth, the shopping-goods-based company can improve the customer satisfaction by physical channel.