| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 105 === By observing from the social economic environment in association with the maturity of mobile technology and the changes of consumer shopping habits, the brand operators must proceed with further integration of online network and physical stores to embrace the idea of completed distribution channels.
Consumers will be relied in accordance with their own life patterns, habits and preferences, and chosen to use the platform they wish to use. Therefore to meet in each connecting point on the rapid and seamless growth of consumer desire is an ideal strategy that the brand operators must to adopt in nowadays.
In order to achieve the objectives of the above research, this study is to investigate the time course of a branded business from the period of establishing till now based on the combination of actual business entities and virtual distribution channels in the branded apparel industry. The study is also exploring how to integrate through the path of the actual situation in trial and try, and the process of brand entrepreneurship, regardless of the virtual integration or new retailing model the enterprise is eventually needed to build their official brand website.
As results from an individual case study, the self-created brand is lack of resources and financial assistance and no parent company’s burden constraints in both institutional and personnel management, still able to take the concept of the virtual reality situation and simultaneously build an integrated physical and virtual distribution channels in the early business.
This study found through the value proposition, the use of virtual channel to provide resources as supplements to meet the needs of consumer, improve the consumer single consumption amount and creating well revenue stream.
From the physical shop the customer profile and shopping habits are all well captured after the completion of a transaction hence by utilizing these data and online customer help can master the consumer spending in the virtual distribution channels and therefore establishing a good spending cycle.
If the consumer spends in the virtual distribution channel, they can also come to the physical store to wear and trial, such a marketing model can create a two-way purchase inflow mechanism to achieve the brand’s virtual and reality integrated business model.
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