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研究生:黃彥菩
研究生(外文):Yen-Pu Huang
論文名稱:藉由引入電子商務增加企業獲利與減少實體通路依賴-以聯智資訊公司為例
論文名稱(外文):Improving Net Profit by Developing E-Commerce Channel and Reduce Dependency on B&M Channel-Analysis of T.ONE Case
指導教授:謝焸君謝焸君引用關係
指導教授(外文):Ying-Jiun Hsieh
口試委員:王啟泰吳彥濬
口試日期:2017-06-26
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:30
中文關鍵詞:電子商務實體通路銷售通路渠道購物車
外文關鍵詞:B&MChannelCart websiteE-CommercePhysicalShopping
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本研究主要探討品牌製造商藉由電子商務增加企業獲利,並減少對實體通路供應鏈的依賴。品牌商以往需透過總經銷與零售商銷售產品至消費者,必須與總經銷、零售商分潤或給予銷售獎金,此傳統通路模式導致品牌商僅能有較低的營業利益。在網路購物成熟環境下,電子商務通路對品牌商是一個新的商業模式與銷售渠道。本研究將會介紹實體通路商業模式與電子商務商業模式,並以銷售汽車胎壓偵測器產品的聯智資訊公司為案例分析。
本篇論文將搜集聯智資訊公司於實體通路的分潤、銷售獎金資料與營業利益。同時亦整理電子商務通路的數位廣告成本、觸及率、點擊率與轉換率等資料與營業利益,分析比較品牌商於實體通路與電商通路的獲利表現。研究發現,聯智資訊公司透過電子商務銷售產品所產生之營業利益是實體通路的二倍。此篇研究將驗證電子商務明顯改善企業獲利,也提供企業界與學術界重要的資料分析佐證與參考。
The research aims to highlight the improvement of operating profit by developing E-Commerce channels and reduce the dependency on traditional or physical channels (Bricks and Mortars). However, they should share profit and bonus with distributors and retailers, so the selling model of physical channels reduces the operating profit. The research would introduce different types of model with physical channels and E-Commerce channels, and these models can be references for manufacturers and academic institutes.
The research will take T.ONE International Technology Inc. for example, T.ONE is a manufacturer which produces car TPMS (Tire Pressure Monitor System) and regards E-Commerce channels as its main selling channels. The data of T.ONE case will show the cost, selling price and profit of T.ONE with B&M channels, and reveal the advertisement expenditure, conversion results and cost with E-Commerce channels.
By comparison the data of B&M with E-Commerce, readers can observe operating profit with different selling channels. Findings showed that the operating profit of selling a piece of product with E-Commerce channels is twice higher than it with B&M channels. So, it’s important to build E-Commerce system and sell the products to customers directly without any exploitation by intermediaries.
About practical contributions, the research provides significant guidelines and references for manufacturers to plan new strategies and enter E-Commerce businesses. By analysis the data of T.ONE, readers or manufacturers can discover the structures of E-Commerce and improvement of operating profit by developing E-Commerce system.
In conclusion, the research indicated that the improvement of operating profit with E-Commerce channel, and the study gives us the overview of farsighted view of selling E-Commerce channels.
Chinese Abstract ….……………………………………………………………………...i
Abstract ...……………………………………………………………………………….ii
1. Introduction ...……………………………………………………………………….1
1.1 Research Background and Motivation ..………………………………………...1
1.2 Research Questions and Contributions ..………………………………………...1
2. Literature Review .....………………………………………………………………..4
2.1 Physical Channels ...……………………………………………………………..4
2.2 E-Commerce Channels ...………………………………………………………..7
3. Methodology ……………………………………………………………………….10
3.1 Methodology …………………………………………………………………...10
3.2 Physical Channel Model ..……………………………………………………...10
3.3 E-Commerce Channel Model ..………………………………………………...12
3.4 Research Model ...……………………………………………………………...15
3.5 Data Analysis ...………………………………………………………….……..15
4. Result .....…………………………………………………………………………...20
4.1 Cost and Price of B&M Channel ..……………………………………………..20
4.2 Cost of E-Commerce Channel ..………………………………………………..21
4.3 Comparison B&M Channel with E-Commerce Channel .……………………..23
5. Conclusions .……………………………………………………………………….25
6. References .………………………………………………………………………...28
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