| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 104 === With digital wave, the rise of e-commerce and more and more online shop established, the online channel has become one of the retailer’s necessary channels. With network evolution, shopping and purchasing online has become an easy and convenient way for customers to finish their transaction. But when we face this digital era, there are issues of “showrooming” for retailers to concern about. “Does online channel really help companies to boost company’s sales or it just substitutes sales from physical channels? “Besides, “Are every industry or category adequate for online channel?”
In this article, a study on the feasibility of adding a new online channel for the food category in FMCG industry. Taking “A” company as an example, measuring whether online sales have an optimistic growth and using the result to explain the appropriate strategy of the online channel in the food category. This article, through use the statistic method of HLM which applied to Growth Model to analyze the growth trend of online sales. This kind of measurement method is rarely used in analyzing this topic. Using this statistic method to analyze sales growth trend can also make us more understand how to apply a different way to measure the performance of online sales. Besides, in the previous paper, we can find almost of them analyze the whole retail market and that may ignore the existence of industry characteristics can also influence the result. This article analyzing available data from A company and the result will help readers not only understand about suitable of channel strategy of food category for A company, but also HLM is a flexible, and breadth way that can be continued applied in the future.
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