臺灣博碩士論文加值系統

隨著網路的進步與科技發展迅速，導致各種消費平台快速在市場上崛起，加上國人生活水準提高，對生活品質也越加重視，因此許多科技大廠更新產品速度越來越快速來吸引消費大眾，造成市場激烈的競爭，由於具有龐大的商機伴隨而來的則是 3C 通路業之間的競爭。台灣 3C 連鎖通路的興起，產業結構已由末端零售通路取代產品供應商主導市場，加上顧客導向的時代來臨，消費者的購買力增加，在選購產品的同時，已不再只單一考慮產品品質因素，因此 3C 通路業者必須更進一步了解消費者的購買決策，提高服務品質並創造顧客的滿意度，進而讓顧客產生忠誠度，才能提高競爭力在市場中勝出。

本研究探討 3C 通路業者以全國電子為例，探討全國電子「商品行銷策略」、「顧客服務」、「電子商務」及「未來趨勢」之關係及影響因素來討論。

The progress of network and fast development of science and technology causes the rapid rise of various consumption platforms on the market. Additionally, people attach more importance to life quality because of the improved living standard. Therefore, many science and technology factories update the new products at a more rapid speed to attract the consumers, causing the fierce market competition. What comes along with enormous business opportunities is the competition among 3C channels. In terms of industrial structure, due to the rise of 3C chain channel in Taiwan, the terminal retail channel has replaced the supplier-oriented market. The advent of customer-oriented era promotes consumers’ purchasing power to increase and customers will no longer consider the single factor -- product quality when they pick out and purchase the products. Therefore, 3C channel practitioners must have a further understanding of consumers’ purchase decision to improve service quality, create customers’ satisfaction and further make customer generate loyalty. Thus, they can increase competitiveness and win in the market.

In terms of 3C channels, this research took E-life Mall Corporation as the example to discuss the relationship between “commodity’s marketing strategy”, “customer service”, “e-commerce” and “future trend” of E-life Mall as well as their influence factors.

書名頁 i
論文口試委員會審定書 ii
授權書 iii
摘要 iv
ABSTRACT v
誌 謝 vii
目 錄 viii
表目錄 x
第一章 緒論 1
1.1 研究背景與動機、研究目的 1
1.2 研究流程 4
第二章 文獻 5
2.1. 通路之定義 5
2.2. 通路的功能與重要性 7
2.3. 通路階層的種類 9
2.4. 通路之配銷策略與配銷類型 13
2.5. 實體零售與虛擬通路特性 15
2.6. 實體通路服務據點特性 19
2.7. 行銷7P策略 22
2.8. 商品組合 24
2.9. 品牌 27
2.10. 顧客關係 31
第三章 研究方法 33
3.1 資料收集 36
3.2 訪談對象選擇 36
3.3 訪談方式及大綱 37
第四章 個案訪談與分析 38
4.1個案公司簡介 38
第五章 結論與建議 63
5.1 結論 63
5.2 研究發現之管理意涵 64
5.3 後續研究建議 69
中文參考文獻 70
英文參考文獻 71

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