隨著時代演進，人們購買商品的方式，已與過去大不相同，因為科技的發達，人們從過去單純的親自至實體商店挑選、詢問、購買，轉變成現今能夠透過各種多元的管道選購商品，例如，手提電腦或者是行動裝置。也因為網路的出現，顧客與零售業者之間開始有更多種不同的接觸方式與通路，衍伸出以實體通路為主，或以虛擬通路為主的零售商。然而不變的是，不論是如何讓顧客在各種接觸的過程中，或是在各種通路的切換都能夠擁有順暢且舒適、愉快的購買體驗，是每種類型的零售商應該思考的課題，這種多元的新型零售型態，稱之為「全通路零售(omni-channel retailing)」。

因應這種新的零售型態的出現，原本專注於虛擬或實體通路的零售業者開始透過併購相對通路等方式（若原為線上通路，則會併購線下通路，若原為線下通路，則會併購線上通路），以求改善物流、供應鏈等效能以提升顧客體驗。而在過去，有許多文獻在探討全通路在這種新型消費型態帶給顧客的益處，但卻鮮少有將虛擬通路或實體通路在轉型為全通路過程中的轉折，與顧客在購買流程中的體驗結合在一起討論的研究，其中在實證案例上的研究更是少見。

綜上所述，為了補足過去研究的不足之處，首先，本研究將透過觀察實際公司的應用情形，把顧客購買流程由五階段簡化為三階段，分別為：購買前、購買中、購買後，以六個個案實際案例來分析在實體通路或虛擬通路轉往全通路時，在購買過程的三個階段中的相應策略，提供給未來有意發展全通路的公司在設計通路轉換時的建議。

With the evolution of the times, the way people buy goods has been very different from the past. Because of the development of technology, people used to physical stores to pick up goods, ask shop assistant and buy goods. But now, people change into through a variety of channels to buy goods, such as laptop or mobile devices from now. Also because of the emergence of the Internet, customers and retailers began to have a variety of different ways to contact. The sales model mainly physical channels or virtual channels for retailers. However, what remains unchanged is that every type of retailer should think about how to make customers have smooth, comfortable and pleasant purchasing experience no matter in the process of various contacts or in the switching of various channels. And this new diversified retail style is called "omni-channel retailing".

In response to the emergence of this new type of retail, retailers who originally focused on virtual or physical channels began to improve the efficiency of logistics, supply chain and so on to improve the customer experience by means of mergers and acquisitions of relative channels. In the past, there are a lot of literature to explore the pathways in bring customers the benefits of this new type of consumption patterns, but as far as we know, less of studies focused on the virtual or physical channel in the process of transition to omni -channel and the customer experience of Customers Decision Process to discuss together, including on an empirical case study is rare.

To sum up, in order to make up the deficiency of the past research, first of all, this study will be observed from the actual application situation, the customer purchase process simplified into three stages from five stages, respectively: pre-purchase, purchase, post purchase, then analysis the best way of the three phase path when virtual or physical channel transferred to the omni-channel with the actual case. Last but not least,, we plan to sort out some strategies for company when designing their omni-channel model.

目 錄 III
圖目錄 V
表目錄 V
第壹章 緒論 6
第貳章 文獻回顧 9
第一節 全通路零售 9
第二節 虛擬通路與實體通路 13
第三節 顧客購買流程 15
第四節 全通路零售的類別 17
第參章 研究方法 19
第一節 研究設計 19
第二節 資料來源的研究對象 21
第三節 研究架構 23
第四節 研究流程 25
第肆章 個案分析 26
第一節 虛擬通路轉全通路個案分析 26
一、 亞馬遜Amazon 26
二、 阿里巴巴Alibaba 34
三、 米斯特國際Life 8 43
第二節 實體通路轉全通路個案分析 50
一、 沃爾瑪Walmart 50
二、 優衣褲Uniqlo 60
三、 全家便利商店 Family Mart 68
第三節 全通路轉型之分析 79
一、 虛擬通路轉全通路做法分析 79
二、 實體通路轉全通路做法分析 84
第伍章 結論 90
第一節 研究結論 90
第二節 管理意涵 91
第三節 研究限制 92
引用文獻 94

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