| Summary: | 碩士 === 國立中正大學 === 高階主管管理碩士在職專班 === 106 === Taiwan Outdoor Sports have developed rapidly in recent years, and the outdoor sports articles industry has also begun to flourish. Outdoor sports articles are all sold through physical channels from Sporting goods stores (wholesalers), exclusive stores, stationed in department stores, etc. But in recent years the rapid growth of virtual channels, and the population of mobile shopping online, physical channels are unable to meet the needs of consumers, it began to enter the era of multi-channels, and how to innovate channels becomes more and more important. This study adopts case research method and researchers interview with the case company's channel supervisors and relevant supervisors for exploring how the case company to innovate channels, and how to respond the needs of the consumers related issue to Click-and-Mortar. Through case study analysis, the research finds: because of consumer behavior are change, Taiwan and even global companies have changed for " Click-and-Mortar " in order to meet consumer demands. The greatest conflict between physical channels and virtual channels is conflict of interest. Case company work together to resolve conflicts and still move on " Click-and-Mortar ". Constantly the innovate channels for the case company sales performance has growth, and has helped both the physical and virtual channels achieve a win-win situation.
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