網購市場崛起以後，台灣 3C 實體通路商的經營困境與現狀突破-以 E 公司為例

Abstract

隨著網際網路的普及化，消費者透過網上來瞭解並選購商品的機會越來越多，所以現在選購3C商品的管道不再僅限於到實體店鋪這個管道。透過網路的行銷方式來建立商品或公司的知名度不僅可以減少行銷成本的投入，也可以把銷售業務拓展到實體店鋪無法到達的部份，營業的時間也馬上從有限的上班時間拓展到二十四小時全年無休，網購市場的成立不僅可以減少成本支出，也可即時的接收到消費者的訊息反饋，更可以增加公司的市場能見度。 3C商品的產品生命週期較短，台灣現在大多數的消費者仍優先考慮到實體店鋪去選購商品，並獲得實體店家對商品的售後維修保固服務。本論文用觀察中國大陸及台灣兩岸同性質的實體通路商的經營方式來做背景參考，再運用SWOT分析的理論來設計問卷，用來比較台灣實體通路市場及虛擬網路市場這兩種購物平台的各個面向，試圖透過台灣一般大眾的觀點來瞭解其對虛擬網購市場的疑慮與期待。 總而言之，中國大陸在發展網購市場這項業務已領先於台灣多年，對此台灣在最近已逐步開放第三方支付的業務，這將有利於台灣發展O2O的商業模式，台灣目前的3C實體通路商如能運用自身既有的優勢再抓緊網購商機的發展趨勢，必可創造未來的長期優勢。

With the popularization of the Internet, because the opportunities of the consumers use the Internet to realize and select productions are increased, selecting 3C product is not restricted to go to hypostatic shop. Building brand by the Internet marketing methods not only reduce marketing cost but also expand marketing operation into the hypostatic shop. Business hours is also from working hour’s restriction to 24-hour service all year round. Establishing the online shopping market not only reduce costs and receive the feedback form consumers immediately, but increase the brand visibility. Due to 3C product’s life cycle is shorter, most of the Taiwanese consumers still preferred to go to a hypostatic shop to select product and obtain after-sales service. In this paper puts the references and backgrounds from operation modes of the cognate bricks and mortar in China and Taiwan. Next step is to design the questionnaire by using SWOT analysis, to compare all aspects of the bricks and mortar in Taiwan with online shopping market, in order to understand concerns and expectations of the online shopping market from the Taiwanese’s points of view. In conclusion, the development of China's online shopping market has been being ahead of Taiwan for many years. Therefore, Taiwan has gradually opened the third-party payment service. It will facilitate the development of Taiwan's business model O2O. If Taiwan's current 3C bricks and mortar can use their existing strengths and grasp the development of online shopping opportunities, it will create long-term advantage in the future.