湯明哲Tang, Ming-Je臺灣大學:國際企業學研究所丘珮君Chiu, Pei-ChunPei-ChunChiu2010-05-112018-06-292010-05-112018-06-292008U0001-0407200816300200http://ntur.lib.ntu.edu.tw//handle/246246/182543　　隨著中國經濟的起飛，IT產品的市場潛力也逐漸受到各方關注，知名IT產品的品牌廠家紛紛投入中國IT市場時，使得各區的IT通路商也逐漸崛起，在各方稱霸。當各種IT通路的界線逐漸模糊、競爭加劇之際，一些IT賣場開始採取虛實整合策略，利用跨足虛擬通路拓展第二銷售管道。但是當IT賣場準備採取虛實整合策略時，如何有效結合虛實體通路的優勢成了最主要的考慮因素。　本研究為求充分了解IT賣場採取虛實整合策略的機會以及可能採取的策略，針對IT通路的產業進行分析，以及IT產業分銷體系中IT賣場、商家、廠家的三角關係進行剖析；並針對以下問題進行探討：. 中國IT賣場跨足虛擬通路究竟有何競爭力？其發展限制為何？ . 中國IT賣場該如何擬定跨入虛擬通路的具體策略作法？. 採取虛實整合策略的IT 賣場如何避免通路競蝕問題？　最後結合以上的產業分析針對個案IT賣場的虛實整合實例予以分析檢討，找出進行不同虛實整合策略的關鍵決策因素：. 原有的實體通路是優勢也是限制。. 採用B2C網上商城必須注意通路競蝕。. B2C與C2C營運模式各有利弊；必須納入「網站成熟度」以及「實體賣場的地理分布」這兩個關鍵因素做策略考慮。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.目錄一章 緒論 1一節 研究背景與動機 1二節 研究問題與目的 4三節 研究方法 5二章 文獻探討 8一節 行銷通路的定義、功能與價值 8二節 通路品牌與品牌延伸 17三節 虛實整合策略與通路衝突 20三章　中國IT業的虛擬與實體通路之發展 27一節 實體通路概況 27二節 虛擬通路概況 31三節 中國虛實通路總結 37四章　中國IT產業分銷體系現況 39一節 IT實體通路的分銷體系 39二節 IT實體賣場所提供的價值 40三節 分銷體系中的三角關係 41四節 互相依賴卻也互相牽制的三角關係 46一節　三方牽制 47二節 三角關係中的IT賣場 49五章 中國IT賣場的虛實整合策略 50一節 實體IT賣場橫跨虛擬通路的可能性 50二節 虛擬通路之建構過程 55三節 實體IT賣場跨入虛擬通路之個案 56四節　個案分析比較 74六章 結論與後續建議 79一節 研究結論 79二節　後續研究建議 83考文獻 85 英文部分 85 中文部份 89錄：杭州商家訪談內容摘要 92application/pdf3726229 bytesapplication/pdfen-US中國IT通路業虛實整合通路競蝕China IT distribution industryClick and mortarcannibalizationthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182543/1/ntu-97-R95724050-1.pdf