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    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/30767

    題名: 日本通信販賣之研究 : 以化粧品業為例
    其他題名: Research on japanese internet / postal selling industry : the case study of cosmetics companies
    作者: 莊佩琪;Chuang, Pei-chi
    貢獻者: 淡江大學日本研究所碩士在職專班
    任燿廷;Jen, Eau-tin
    關鍵詞: 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
    日期: 2007
    上傳時間: 2010-01-10 23:56:42 (UTC+8)
    摘要: 「無店鋪販賣」是泛指不透過零售商店而將商品或服務直接傳遞給消費者的販賣方式,其內容包羅萬象,如:自動販賣機、人員訪問販賣、通信販賣(ex.郵購、型錄販賣)、展示販賣及電話販賣等,都是常見的方式。由於地域、經濟成本以及消費行為改變的關係,無店鋪販賣在日本已是極為普遍的行銷方式。


    “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.
    顯示於類別:[日本研究所] 學位論文


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