| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 107 === In these few years, technologies achieved a massive progress. Since it changed a lot in the working environment and resources, the threshold of starting a new store became lower. Under the circumstances, numbers of customers from traditional retail channels getting lower as well, and the pressure of operation getting higher. These changes pushed traditional retailors considering about applying new technologies and improving efficiency of business operation through digital transforming in order to fulfill requirements of new retailing and Omni-channel from consumers.
After rigorous literature review, this research uses case study method to explore how to set goals of transforming, prioritizing the transforming strategies with value chain analysis in the digital transforming process of traditional retailing channels. Besides, this research investigates how to improve operation efficiency and core competency via referring successful digital transforming strategies of competitors in Europe, America, China and Taiwan.
This research discovers that the purpose of digital transforming is solving problems in business operation. Through value chain analysis, companies should understand the reason of adopting those technologies, rather than just involving some technologies without considering the true values in the business. After all, adopting those technologies could only attract some customers in a short term. Under digital transformation, the most important thing is traditional retailers should reconsider their positions in the market and problems in the operation process before combining digital technologies to maximize benefits and provide services to customers.
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