隨著消費者行為的改變與網路經濟的興起，全通路的商業模式已變成每個零售商的商業目標，由於消費者在購物過程中逐漸傾向使用不同通路整合產品的訊息，而線上線下購物方式界線也逐漸模糊，因此多通路逐漸不能滿足消費者的需求，傳統零售商除了發展線上通路外，也應該要優化店內的消費者體驗，將科技技術帶入到實體通路，而傳統電商也不應該忽視實體通路的重要性，可以設立體驗店、街邊店讓消費者可以直接接觸商品，完整結合線上線下通路。而國內的零售商對於全通路的發展較為不完整，要成功實施全通路商業模式，零售商必須將消費者視為企業中心，提供無縫且一致的消費體驗。
本研究主要以探討文獻與成功實施全通路的個案，分別為超市/超商業兩大龍頭：全聯與711以及電子商務龍頭：AMAZON與阿里巴巴為例，探討個案如何成功執行全通路零售以及如何解決實施過程中的困難點，而零售商必須先確認自身位於全通路的哪個階段，依照企業本身的商業目標訂定全通路零售的策略。
藉由理論與實務的結合提供實施全通路的方法以及會遇到的困難點，零售商成功實施全通路的關鍵因素為，虛實通路的整合、數位行銷的優化、完善的會員制度與物流系統、便利的電子支付以及藉由技術分析清楚了解消費者行為，讓零售商在實施全通路行銷的過程中找出更有效率的方式。

With the change of consumer behavior and the rise of the Internet economy, the omni-channel business model has become the business goal of every retailer. In addition to developing online channels, traditional retailers should also optimize the in-store consumer experience and bring technology into the physical channels, while traditional e-commerce should not ignore the importance of physical channels. To successfully implement the omnichannel business model, retailers must treat consumers as the center of the business and provide a seamless and consistent consumer experience.
This study focuses on the literature and the successful implementation of omnichannel in the case of the two leading supermarkets/supermarkets, Quan Lian and 711, and the leading e-commerce companies, AMAZON and Alibaba, to explore how to successfully implement omnichannel retailing and how to solve the difficulties in the implementation process. Retailers must first identify where they are in the omnichannel process, and set their own omnichannel retailing strategy according to their business objectives.
The key factors for successful implementation of omnichannel are integration of virtual and real channels, optimization of digital marketing, perfect membership system and logistics system, convenient electronic payment, and clear understanding of consumer behavior through technical analysis, allowing retailers to find more efficient ways to implement omnichannel marketing.

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目次 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻回顧 3
第一節 多通路的定義 3
第二節 全通路的定義 4
第三節 多通路以及全通路的差別 6
第四節 全通路的優點 8
第五節 如何成功做全通路 10
一、全通路的七個一致性 11
二、全通路的七種整合 12
三、選擇零售商購買的關鍵因素 14
第六節 全通路困難點 18
第七節 通路衝突 20
一、通路衝突的定義 20
二、通路衝突的影響 20
三、通路衝突類型 21
第八節 5A 消費者體驗路徑 22
第三章 研究方法 25
第四章 研究結果 27
第一節 個案介紹 27
一、全聯福利中心 27
二、統一超商7-11 28
三、AMAZON 29
四、阿里巴巴 31
第二節 四種不同經營類型的零售商 32
第三節 全通路的四個階段 34
第五章 結論與建議 40
第一節 研究結論 40
第二節 研究限制與未來研究方向 42
參考文獻 43
中文文獻 43
英文文獻 43

中文文獻
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan(2017)。《行銷4.0：新虛實融合時代贏得顧客的全思維》。劉盈君譯。臺北。天下雜誌。
大大學院(2020,05,14)，<Email 「全通路行銷」不可取代的商機?從知名連鎖咖啡店找到成功典範>，台北市:大大學院。
王曉鋒, 張永強, 吳笑一(2015)。 《零售4.0：零售革命，邁入虛實整合的全通路時代》。臺北。天下文化。
江孟錡。(2020年) 。零售企業發展虛實融合之探索性研究 (Doctoral dissertation)
胡秋草。（2015年）。全面消費者之研究及全忠誠度對消費者的影響

英文文獻
Ailawadi, K. L., & Farris, P. W. (2017). Managing multi-and omni-channel distribution: metrics and research directions. Journal of retailing, 93(1), 120-135.
Andersson, A., & Wictor, E. (2018). Future possibilities and challenges for returns in an omnichannel distribution network.
Balakrishnan, R., & Parekh, R. (2014, October). Learning to predict subject-line opens for large-scale email marketing. In 2014 IEEE International Conference on Big Data (Big Data) (pp. 579-584). IEEE.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of retailing and consumer services, 27, 170-178.
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 56(1), 45.
Bell, D. R., Gallino, S., & Moreno, A. (2018). Offline showrooms in omnichannel retail: Demand and operational benefits. Management Science, 64(4), 1629-1651.
Berman, B., & Thelen, S. (2018). Planning and implementing an effective omnichannel marketing program. International Journal of Retail & Distribution Management.
Chopra, S. (2016). How omni-channel can be the future of retailing. Decision, 43(2), 135-144.
Fontana, F., & Scortichini, M. Exploring Physical Stores In Omnichannel Retail Strategy: How Interaction Design Is Changing In-Store Behavior.
Gaski, J. F. (1984). The theory of power and conflict in channels of distribution. Journal of marketing, 48(3), 9-29.
Gassenheimer, J. B., Davis, J. C., & Dahlstrom, R. (1998). Is dependent what we want to be? Effects of incongruency. Journal of Retailing, 74(2), 247-271.
Hole, Y., Pawar, M. S., & Khedkar, E. B. (2019, November). Omni Channel Retailing: An Opportunity and Challenges in the Indian Market. In Journal of Physics: Conference Series (Vol. 1362, No. 1, p. 012121). IOP Publishing.
Jim, W., & Jon, W. (2014). Omni-channel: The new path to purchase. Private Label Buyer, 28(4), 14-18.
Jindal, R. P., Gauri, D. K., Li, W., & Ma, Y. (2021). Omnichannel battle between Amazon and Walmart: Is the focus on delivery the best strategy?. Journal of business research, 122, 270-280.
Kaczorowska-Spychalska, D. (2017). Consumer perspective of omnichannel commerce. Management, 21(2).
Kartajaya, H., Kotler, P., & Setiawan, I. (2016). Marketing 4.0: moving from traditional to digital. John Wiley & Sons.
Kotler, P. (1972). Marketing management; analysis, planning, and control.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management: 4th European Edition. Pearson UK.
Lazaris, C., & Vrechopoulos, A. (2014, June). From multichannel to “omnichannel” retailing: review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues,(ICCMI) (Vol. 6, pp. 1-6).
Lee, W. J. (2020). Unravelling consumer responses to omni-channel approach. Journal of theoretical and applied electronic commerce research, 15(3), 37-49.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53-67.
Stern, L. W., El-Ansary, A. I., & Brown, J. R. (1989). Management in marketing channels.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
Wang, Y., & Coe, N. M. (2021). Platform ecosystems and digital innovation in food retailing: Exploring the rise of Hema in China. Geoforum, 126, 310-321.
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting integrated multichannel retailing strategies. Journal of interactive marketing, 24(2), 168-180.