以實虛整合策略提升家電產品網購意願之研究─以中國市場為例

Abstract

隨著電子商務之興起與網路商店的出現，越來越多的企業採取實體與虛擬整合通路(Click and Mortar)的經營策略，不論是實體往虛擬整合，或是虛擬往實體整合。普遍來說，消費者在網路上購買家電產品的意願較低，本研究便是從廠商之觀點出發，欲探討廠商是否能透過實虛整合經營策略，提升消費者在網路上購買家電產品的意願，以及有哪些要素影響策略的成功與否。 本研究首先從「實虛整合」進行了解，了解到整合實體與虛擬通路的優點與缺點，以及通路衝突問題。正所謂「通路為王」，通路中的每個參與者可能都對家電廠商有著關鍵性的影響力，例如終端零售商的不配合，可能導致一個行銷策略的失敗。因此，本研究接著對於中國的家電市場的實體與虛擬通路體系進行了解。在實體與虛擬通路中分別有哪些通路模式，這些模式中又分別有哪些參與者，這些參與者對於該模式又有什麼關鍵影響，以及各模式間的優缺點和關鍵成功因素為何。 在了解家電市場的實體與虛擬通路之後，本研究對於中國的家電網購市場進行研究，以了解中國網購市場現況，以及家電在中國網購市場中的銷售情形，並佐以淘寶和海爾兩個個案的探討，最後對於家電廠商可能成功的模式進行分析。 在經過市場環境分析與個案研究後，本研究得到以下結論： □ 看不看得到實品並非網購的絕對要素 □ 物流是家電網購廠商的發展重點 □ 對於規模較小的家電網購廠商，資金問題是影響發展的主要問題之一 □ 對廠商的信任度是關鍵因素 □ 家電的配送仍集中在大城市，三四級城市仍有經營空間 □ 零售商和品牌商的網路通路目前在家電的網購市場中暫居劣勢

The Internet has provided traditional retailers a new means with which to serve customers. Consequently, many “bricks-and-mortar” retailers have transformed to ”clicks-and-mortar” by incorporating Internet sales. However, the household appliances are one of the categories that have less sales than products such as clothes, books, computers, and cosmetic. Therefore, the purpose of the study is to discuss how to promote the online purchase intention of household appliances by using the click-and-mortar strategy, and what are the key elements. The study starts from comprehending the click-and-mortar strategy, including the advantage, disadvantage and risks that a firm might face. Then, since the player of distribution channel often plays an important roll in driving the market strategy, I will discuss about different types of channel. Who are the players? What roles do they play in? How do they affect the selling strategy? What are the advantage and disadvantage in different types of channel? The research will go on to study the online market of China, including the environment, consumer behavior, and online paying system. At last, we will take a look at the companies -- Taobao and Haier. By understanding the strategy of the two successful companies, we could have a comprehensive thought for the issue that we are discussing.

KEY WORDS: Click-and-Mortar, Business Model, Online Shopping, Household Appliances