臺灣博碩士論文加值系統

現今傳統批發業面臨實體通路經營不易，網路多模式行銷盛行，已嚴重威脅實體通路業績。又逢上游供應商漸漸直接與大型零售通路配合，也不再透過批發商為中間橋梁，而下游稍有規模的大型零售商，也跳過批發商直接與原廠配合等。透過個案 M 批發公司是傳統批發商的角度，該如何協助末端店面零售商，能不因為網路商店的興起而減少業績，進而影響批發商的生存利基。
研究個案 M公司座落於台中精密機械創新園區內，為品牌的通路供應商，行銷通路廣泛多元，經營的客戶群除國內各大量販連鎖通路外，電子商務平台也是其中一環。本研究透過探索式討論並輔以質性訪談，透過批發商的角度，面對零售商因應電子商務，其未來的發展趨勢。並藉由SWOT分析、企業競爭策略、資源基礎理論等，瞭解台灣批發產業的優勢與機會及M公司經營策略的運用與成功的關鍵因素。本研究發現
1.產業的優勢與機會 : 近幾年我國消費者對於電子商務平台的依賴大幅提升，行動購物及行動支付也將成為主流，“O2O(Online To Offline)” 線上到線下整合已是電子商務發展的重要環節。將傳統零售往線上走，電子商務往線下走，O2O的電子商務模式會為客戶提供更多管道，已達到最大的便利性。
2.企業競爭優勢 : 公司文化樸實、制度完整、遵循度高，管理階層對公司的向心力強，也具備完整的開發能力。以自我品牌行銷全國各個大小零售通路，公司產品成本也很有競爭優勢及自行辦進口供貨的能力，並與客戶建立長期的綿密與策略的供應關係。

Today's traditional wholesale industry is not easy to operate in physical channels, and network multi-modal marketing is prevalent, which has seriously threatened the performance of physical channels. In addition, upstream suppliers are gradually directly cooperating with large-scale retail channels, and no longer use wholesalers as intermediate bridges, while large-scale retailers with smaller scales in the downstream also skip wholesalers and directly cooperate with the original factories. Through the case M Wholesale company is the traditional wholesaler's point of view, how to assist end store retailers, can not reduce the performance due to the rise of online stores, thus affecting the survival of the wholesalers.
Research Cases company M is located in the Taichung Precision Machinery Innovation Park. It is a channel supplier for the brand. The marketing channels are extensive and diversified. In addition to the large number of domestic retail chain links, the e-commerce platform is also one of the links. Through exploratory discussion and qualitative interviews, this research faces the retailer's future development trend through the perspective of wholesalers. Through SWOT analysis, corporate competition strategy, resource-based theory, etc., we understand the advantages and opportunities of Taiwan's wholesale industry and the key factors for the application and success of M's business strategy.Findings:
1.Industry Advantages and Opportunities: In recent years, Chinese consumers have
greatly increased their reliance on e-commerce platforms, and mobile shopping and mobile payment will become mainstream. “O2O (Online To Offline)” is an online to offline integration. An important part of development. Taking traditional retail online, e-commerce goes offline, O2O's e-commerce model will provide more channels for customers, and has achieved maximum convenience.
2.Competitive Advantages of the Enterprise: The company's culture is simple, the
system is complete, and the compliance is high. The management team has strong centripetal force to the company and also has complete development capabilities. With self-brand marketing of various retail channels across the country, the company's product cost is also competitive and the ability to do its own import and supply, and establish long-term and strategic supply relationship with customers.

摘要..........i
ABSTRACT......ii
誌謝..........iii
目錄..........iv
表目錄.........v
圖目錄.........vi
第一章 緒論.................1
第一節 研究動機與背景........1
第二節 研究目的與問題........5
第三節 研究範圍 ............5
第二章 文獻探討.............6
第一節 通路及批發和零售業之定義與分類....6
第二節 批發業的角色與功能..............11
第三節 供應鏈管理及供應商夥伴關係 .......14
第四節 虛實通路相關理論.................17
第五節 電子商務的顧客關係管理...........24
第三章 研究方法........................27
第一節 研究流程 .......................28
第二節 研究架構........................29
第三節 個案研究........................30
第四節 訪談對象與訪談實施...............31
第五節 訪談大綱........................32
第四章 個案分析........................33
第一節 個案公司介紹.....................33
第二節 個案公司電子商務及產業趨勢.........38
第三節 個案公司SWOT分析..................39
第四節 資源基礎策略分析..................42
第五節 企業競爭策略分析..................44
第五章 結論與建議........................45
第一節 結論與建議........................45
第二節 研究限制與建議....................48

參考文獻..............................49
中文文獻..............................49
英文文獻..............................50
網站文獻..............................52

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