| Summary: | 碩士 === 逢甲大學 === 合作經濟學系 === 103 === According to Xu. C (2013), godfather of retail business, clicks-and-mortar is very crucial and it is impossible for enterprises to avoid this trend. In the future, if an enterprise purely relies on either physical or virtual channel, it will be deemed to meet difficulties eventually. So modern enterprises have to work on both physical and virtual channels. And physical shops should work hard on virtualization.
The purpose of this study is to examine "the relationships between clicks-and-mortar and customer value", "the relationships between clicks-and-mortar and transaction cost" and "the effectiveness of integrating virtual channel and physical channel". This study is based on the transaction cost theory, and it uses 7-ELEVEn and Taobao as examples to demonstrate the relationships between clicks-and-mortar and customer value in different area.
This study goes through Literature Review and G.Z.F. Bereday comparative method. It uses literature review method to collect relevant information and then uses the Bereday comparative method analysis to compare different enterprises, and thus identify the same aspects for further discussion. At last, the study obtains four topics:
(1)Clicks-and-mortar and business model: business models.
(2)Clicks-and-mortar and area：Taiwan has smaller area and large population density, 7-11 positions itself as a community service center. China has larger area, it is convenient to shop at Taobao but there are severe integrity problems. Taobao has successfully overcome these problems through clicks-and-mortar.
(3) Clicks-and-mortar and customer value：enterprises provide service according
to current circumstance while customers give circumstance value and function
value priority as well.
(4) Clicks-and-mortar and transaction cost: enterprises manage both physical and virtual channels through reducing customers’transaction cost.
Finally,the researchers provide following suggestions for further study：
(1) Mobile payment is a general trend. Suggest that later researchers could focus on trying to reduce transaction cost.
(2) QR code has low cost and it is easy to use. Suggest more studies on how QR code promotes customer value.
(3) The study find that Taobao trademanager provides successful two-way communication between the merchant and the customer, and it reduces problems resulting from insufficient communication. Suggest that later researchers could work on how to implement efficient communication in virtual channels.
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