台灣的嬰童商品連鎖零售通路目前面臨電子商務的挑戰以及生育率下降的衝擊，本研究以現有的個案資料進行分析與探討，期望可以根據研究結果提出有效的建議。 本研究針對台灣某知名嬰童商品連鎖零售通路的資料進行探討研究，分析該公司的數據資料。從百餘萬筆資料中發現，實體通路之銷售業績主要集中在二種商品類別，虛擬通路之銷售業績主要集中在一種商品類別，並且銷售業績集中在少數商品項目。 經本研究分析後，提出的建議為 (1)在虛擬通路要加強與實體通路之間的商品差異化，增加獨賣商品。 (2)實體通路及虛擬通路要同時加強行銷主要商品類別。 (3)要降低商品種類的數量，並集中資源販售主要商品類別。 The baby products retail channels in Taiwan is facing e-commerce challenges and fertility decline impact. This study is based on real date, and make recommendations based on the results of the study. This study analyzes the data of a well-known baby products retail channel in Taiwan. There are some findings in this study. The performance of physical channels is mainly on two product categories. The performance of virtual channels is mainly on one product category. According to the study results, the study proposes some strategy recommendations, (1) It suggests to strengthen product differentiation in Virtual and Physical Channels. (2) It recommends to strengthen product promotion for the main product categories in Virtual and Physical Channels. (3) It suggests to reduce the amount of product item and focus on major items.
