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研究生： 杜偉樂
Felix Drews
論文名稱： 零售業的數位轉型：消費趨勢及數位科技對銷售管道、成本結構及收益流之影響
Digital Transformation in Retail – the Impact of Consumer Trends and Digital Technologies on Channels, Cost Structures and Revenue Streams
指導教授： 周德瑋
Chou, De-Wai
Heiko Seif
Heiko Seif
學位類別： 碩士
Master
系所名稱： 管理研究所
Graduate Institute of Management
論文出版年： 2018
畢業學年度： 106
語文別： 英文
論文頁數： 261
中文關鍵詞： Retail Industry 、Digitization 、Digital Transformation 、Consumer Trends
英文關鍵詞： Retail Industry, Digitization, Digital Transformation, Consumer Trends
DOI URL： http://doi.org/10.6345/THE.NTNU.GIM.005.2018.F08
論文種類： 學術論文
相關次數： 點閱：199  下載：40 
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    • This thesis analyses how consumer trends and digital technologies impact the business models of retailers regarding the BMC building blocks channels, cost structures and revenue streams. The literature review focusses on the presentation of relevant consumer trends and digital technologies as a foundation for further research. Twelve semi-structured in-depth interviews were conducted with retail digitization experts, to develop an answer to the research question of this paper. The data was transcribed and analysed with the Qualitative Content Analysis developed by Mayring.
    Implications show that retailers need to deliver an engaging and meaningful customer experience, which is fully personalized throughout all channels and touch points. User- created content should be utilized and integrated into the channels, and customer’s needs and desires satisfied with close to immediate effect. Digital technology certainly helps coping with consumer trends, each retailer individually has to find the perfect set of digital technologies to meet customers’ expectations. It was found that digitization triggers a shift of costs in-between different cost centres. Operating expenses overall can be expected to decrease as a lot of processes can be automated and the utilization of resources optimized. On the other hand, necessary initial investments will drastically increase capital expenditures, redeeming the savings in OPEX. The asset-sale can be expected to be the dominant revenue stream in the future; niche markets will adopt alternative subscription and leasing models. Beyond that, implications show that digital technologies have the potential to trigger an exponential growth in revenues of retailers.

    ABSTRACT 2 TABLE OF CONTENTS 3 INDEX OF FIGURES 5 INDEX OF TABLES 5 INDEX OF APPENDICES 6 LIST OF ABBREVIATIONS 7 1. INTRODUCTION 8 1.1. GENERAL SETTING 8 1.2. STATE OF RESEARCH AND PROBLEM STATEMENT 9 1.3. RESEARCH OBJECTIVES AND MAIN RESEARCH QUESTION 10 1.4. RESEARCH APPROACH 10 1.5. STRUCTURE OF THE THESIS 10 1.6. THE RETAIL PERFORMANCE COMPANY GMBH 11 2. THEORETICAL FRAMEWORK 12 2.1. TERMINOLOGY 12 2.1.1. Retail 12 2.1.2. Megatrends 12 2.1.3. Consumer Trends 13 2.1.4. Digital Technology 13 2.1.5. Digital Transformation 14 2.1.6. Business Model 14 2.1.7. Total Cost of Ownership 16 2.2. MEGATRENDS IN RETAIL 17 2.2.1. Megatrend 1: Individualization 17 2.2.2. Megatrend 2: Business Ecosystems 20 2.2.3. Megatrend 3: Digital Transformation 23 2.3. CONCLUSION 29 3. RESEARCH METHODOLOGY 30 3.1. RESEARCH OBJECTIVES AND RESEARCH QUESTIONS 30 3.1.1. Research Objectives 30 3.1.2. Research Questions 30 3.2. METHODOLOGY 32 3.2.1. Research Design 32 3.2.2. Data Collection 32 3.2.3. Sampling 33 3.2.4. Data Analysis 33 3.3. LIMITATIONS OF RESEARCH 35 4. EMPIRICAL FINDINGS 36 4.1 DATA PRESENTATION AND ANALYSIS 36 4.1.1. Findings to sub-question one 36 4.1.2. Findings to sub-question two 46 4.1.3. Findings to sub-question three 58 4.1.4. Findings to sub-question four 63 4.2. INTERPRETATION AND DISCUSSION OF FINDINGS 69 4.2.1. Impact on Channels 69 4.2.2. Impact on Cost Structures 74 4.2.3. Impact on Revenue Streams 75 4.3. CONCLUSION 77 5. OVERALL CONCLUSION AND RECOMMENDATIONS 79 5.1. OVERALL CONCLUSION TO THE MAIN RESEARCH QUESTION 79 5.2. THEORETICAL IMPLICATIONS 80 5.3. PRACTICAL IMPLICATIONS 80 5.4. RECOMMENDATIONS FOR FURTHER RESEARCH 81 BIBLIOGRAPHY 83 APPENDIX 96 APPENDIX: INTERVIEW PROTOCOL IV2 113 STATUTORY DECLARATION 261

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