A Study on the Growth Dynamics of Virtual Multi-channel and Physical Channel

• Main Authors: LI, HO YIN, 李浩然
• Other Authors: TSENG, YA-TSAI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/c27xfd

碩士 === 東海大學 === 企業管理學系碩士班 === 106 === Consumption model, virtual and physical channel development is changed, retailers try to invest different channel, the contradictory and complementary will happen on multi-channel, the understanding of conflict and how to build a relationship with each other which issue is important nowadays. How to let the consumer in the actual transfer between those channels. is a major test of growth. The collocation of Virtual Multi-channel and Physical Channel is very important to the enterprise growth. However, there is no related research to discuss Growth Dynamics of Virtual Multi-channel and Physical Channel. In the light of this, this study conducted a study on enterprises with those channels. Develop the growth dynamics of multi-virtual and physical channel with the method of system dynamics, and understood the relationship between Integrated Marketing tools and the mutual influence of channels. The results show that the growth of the virtual channel comes from the consumers of the physical channel. When enterprises are operating in Virtual Multi-channel and Physical Channel, they also need to cooperate with the production, research and development and marketing of enterprises, which should be regarded as the same system management, so that to improve consumers' willingness to transform between the virtual channel and the physical channel. The Integrated Marketing tool is the key growth force of enterprises, and it also improves attraction and complement each other for different channels.