The Click and Mortar Strategy of IT Mall in Mainland China
Date Issued
2008
Date
2008
Author(s)
Chiu, Pei-Chun
Abstract
Due to the potential growth of IT market in Mainland China, there were more and more IT product companies target on China market. Besides, in mainland China, the in creasing number of IT distribution channels, which were responsible for product distribution, led to the competitions between channels. Moreover, the competitions between IT channels become more and more vying recently because of the vague boundaries between different channels. Therefore, the IT malls are establishing the second selling channels, website, based on their click-and-mortar strategies. During the strategy-planning process, the IT mall needs to coordinate the advantages from physical mall and website. This research analyzes the China IT distribution industry as well as the distribution system in China to explore the opportunities of online market and possible tactics of IT mall website. Moreover, this research will answer following issues:. If IT mall establish the website for online selling, what will be the competence and limits of IT mall?. What are the concrete website strategies of IT mall?. How do IT malls prevent the cannibalization effect under click-and-mortar strategies? his research has several conclusions based on the industrial analysis and the cases of IT malls taking the click-and-mortar strategies. . The original IT mall is not only the advantage but the disadvantage. . The IT mall under B2C strategy has the possibility of the cannibalizations between physical and virtual channels.. B2C and C2C strategies have their own advantages and disadvantages; therefore, so the IT mall should consider the development level of website as well as the locations of physical IT mall during planning the website strategy.
Subjects
China IT distribution industry
Click and mortar
cannibalization
Type
thesis
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ntu-97-R95724050-1.pdf
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