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|Title: ||日本通信販賣之研究 : 以化粧品業為例|
|Other Titles: ||Research on japanese internet / postal selling industry : the case study of cosmetics companies|
|Authors: ||莊佩琪;Chuang, Pei-chi|
|Keywords: ||無店舖販賣;通信販賣;網路購物;虛擬通路;行銷;Non-store shopping;Selling by mail order;E-shopping;Virtual channel;Marketing|
|Issue Date: ||2010-01-10 23:56:42 (UTC+8)|
“Non-store shopping” means that the selling goods and services to the final customer without setting up a store. This kind of operation includes automatic vending machine, direct sales, and selling by mail order, exhibition, telemarketing etc. In considering of territory, cost and the change of consumer behaviors, non-store retailing has become a common marketing model in Japan.
Nevertheless, selling model by mail order has met the existing movement of society and apparently is very highly acceptable in the current market. Therefore, in this thesis, we will explore the following subjects:
§ The impacts and the potential problems caused by selling in mail order and e-shopping.
§ For cosmetic products, will the model of traditional store retailing be completely replaced by selling in mail order?
In recently years, selling by mail order and e-shopping have represented the “virtual channel”. However, from the analysis of this thesis, we could recognize that such virtual channel model could not be replaced neither the real feeling via store sale nor the sense of touch to the consumers. In order to let the consumers have the real feeling in touching with the sample of the products, we therefore recommend that all virtual channel operators should also build up adequate store shopping, or alternately, have the alliance with other owners who have the store shopping. Besides, the increment of the sample quantity may be one of the ways to enforce the consumers’ faithful to the products. From the testing of the quality and the performance of the products in the store shopping, the consumers will have the more confidence with the product sold by virtual channel. It could also provide the consumers the other alternative by using store shopping instead of virtual channel. In store shopping, the consumers will not need to concern the exposure in losing of personal information to others. Under the circumstance, store shopping could avoid the problems that sales by virtual channel will face and will then help the enterprises creating the opportunity of the business growth by developing of more new customers.
|Appears in Collections:||[日本研究所] 學位論文|
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