A Study of Strategies of Click-and-Mortar Retailers- General Merchandise Stores in Taiwan

• Main Authors: Chen-Chi Li, 李振奇
• Other Authors: Yi-Long Jaw
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/s267f7

碩士 === 國立臺灣大學 === 國際企業學研究所 === 102 === According to the trend of e-commerce which equips with advantages of fast trading and no boundary restricted, the performance of physical retailers in the world is defeated by e-commerce, so that every physical retailer try to find out strategies to compete with it, including establishing internet channels. In Taiwan, there is a limited market and the competition level is very high in general merchandise stores, PCSC which is a convenience store and RT-MART which is a wholesaler try to be the first to establish internet shopping websites, in order to fight with other competitors by e-commerce and increase their operating performance. This study includes literature review, observation, secondary qualitative study and two case studies, the main discussion is what the motivations, process, and strategies the physical general merchandise companies have, and the applications of long-tail theory. According to literature reviews, this study summarizes three dimensions of channel evaluation, including channel value, relationships between different channels, and application of long-tail theory. Concluding from the two cases, the result of this study will be appeared by the following statements： 1. Giving customers more “spatial convenience” and “product variability” is the same reason for the two companies to establish internet channels. 2. PCSC has more connections between physical and internet channels than RT-MART, but they are all benefited by operating internet channels. 3. Both PCSC and RT-MART gain the benefits by employing the three powers of the long tail precisely. To sum up, the two companies regard internet and physical channels as two different segments and believe that operating internet channels is a way to increase revenue.