COMPARISIONS OF CHARACTERISTICS AND PERFORMANCES BETWEEN PHYSICAL CHANNELS AND VIRTURAL CHANNELS
| Autor: | Li-Chun Lin, 林立群 |
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| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Due to the booming of online market these decades, the retail enterprises need to consider both channel choices and channel integration inevitably to make the largest profit. However, most researches discussed the channel choices or channel management between virtual and practical channels theoretically, which induced this research: how about the real world? what will the enterprises do? In this research, we interviewed 3 top managers from different retail enterprises which built-up both virtual channel and practical channel. From the methodologies of “standardized open-ended interview” of the qualitative survey, we got some precious findings. Moreover, we integrated some conclusions based on our findings and the observations from online market development. This research is divided by 4 major parts. First of all is the theorem of the research, we introduce the basic concepts of both virtual channel and practical channel, the channel selection, as long as the methodologies of qualitative survey. The second part is the designation and methodology of the qualitative survey. Next, we describe our key findings based on the survey. In the end, we come out the conclusions and suggestions of the research, as well as the academic implications and practice implications; we also talk about the study limitations and the research suggestions for future study. From this research, readers can get the most updated information about the key channel strategies from certain retail enterprises; also can get the main ideas when they make channel choices. We hope the research thereafter will have more hints from this. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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