A Study on the Choice between Physical and Virtual Channels for After Market Bicycle Parts

• Main Authors: Ming- Hung Wei, 魏名宏
• Other Authors: Chia- Pin Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/kbkw8k

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 102 === Taiwan bicycle industry has been playing the leading rule in the bicycle industry, such as Giant and Merida, They are well-known complete bike brands. Many worldwide famous brands are mostly assembled in Taiwan as well. Originally bicycle aftermarket parts get into the market by physical channel, but in recent years, due to the potential growth of virtual channels, competitors enter the market by virtual channels, or the multi-channels from the competitors, it becomes more and more important for the manufactures about the decision-making of the sales channel model. This study used the method of quantitative research by questionnaire. According to the feedback from the physical channel of bicycle shop or the virtual channel of “dot com” seller, we explore if brand value, product compatibility and pricing have an effect on the choice of sales channel models. The main results show that the brand value has a certain degree effect on the physical channel, virtual channel, as well as physical and virtual channels. On the other hand, brand is an important consideration for all of the channels. Regarding product compatibility section, physical channel pays more attention on it than the other two kinds of channels. Therefore, when you choose the physical channel, you should focus more on product compatibility. As for the pricing section, the physical channel as well as physical and virtual channels put great emphasis on if pricing can make them profitable. It also tells us that the physical channel has the pressures from the overhead and inventory. So when making the decision of sales channel, the manufacturer needs to pay attention to if the gross profit can cover the overhead and the turnover rate of the inventory.