1. 瞭解全通路行銷與新零售的理論基礎。
2. 學會如何進行全通路行銷或OMO營運模式。
3. 瞭解如何設計顧客購買旅程與顧客接觸點。
4. 知道如何運用數位科技提昇顧客體驗。
5. 瞭解在銷售過程中如何利用大數據分析優化行銷決策與顧客體驗。
1. Understand the theoretical basis of full-channel marketing and new retail.
2. Learn how to conduct full-channel marketing or OMO operation mode.
3. Learn how to design customer purchase journeys and customer contacts.
4. Know how to use digital technology to improve customer experience.
5. Understand how to use large data analysis to optimize marketing decisions and customer experience during the sales process.
● 教科書
Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge.（華泰代理）
● 全通路與新零售實務個案：HBR或其他商業期刊探討全通路行銷、OMO或新零售相關之個案（課堂提供）。
● 全通路與新零售期刊論文（課堂上將再更新）：
1. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Oh, L., Teo, H., & Sambamurthy, V. (2012). The effects of retail channel integration through the use of information technologies on firm performance. Journal of Operations Management, 30(5), 368–381.
2. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.
3. 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.
4. Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel, Journal of Business Research, 77(August), 53-67
● 參考教材：
1. Rasmus Houlind與Colin Shearer著，李芳齡譯（2020）。AI行銷學：為顧客量身訂做的全通路轉型策略（Make It All About Me: Leveraging Omnichannel and AI for Marketing Success）。台北：天下文化。
2. 奧谷孝司與岩井琢磨著，林詠純譯（2019）。為什麼亞馬遜要開實體商店？： 3個關鍵架構，掌握全通路時代的下一階段戰略（世界最先端のマーケティング：顧客とつながる企業のチャネルシフト戦略）。台北：時報出版。
3. 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。台北：天下文化。
4. 精誠資訊「智慧零售白皮書」，2018。
5. OMO資訊系統或平台的操作手冊。
● Textbook
Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge. (Huatai Agent)
● Full channel and new retail practice case: HBR or other commercial journals explore full channel marketing, OMO or new retail related cases (provided in the classroom).
● Full channel and new retail journal articles (will be updated in class):
1. Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Oh, L., Teo, H., & Sambamurthy, V. (2012). The effects of retail channel integration through the use of information technologies on firm performance. Journal of Operations Management, 30(5), 368–381.
2. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181 .
3. 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.
4. Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel, Journal of Business Research, 77(August), 53-67
● Reference textbooks:
1. by Rasmus Houlind and Colin Shearer, translated by Li Fang (2020). AI marketing: Make It All About Me: Leveraging Omnichannel and AI for Marketing Success. Taipei: World culture.
2. Takaji Otani and Iwai pondered, and Lin Yu’s pure translation (2019). Why do Amazon want to open a physical store? : 3 key structures to master the next stage strategy of the full channel era (the world's most advanced: the customer and enterprise strategy). Taipei: Timely Publishing.
3. Wang Xiaofeng, Zhang Yongqiang, and Wu Xiaoyi (2015). Retail 4.0: Retail Revolution, entering a full-channel era of virtual integration. Taipei: World culture.
4. Integrity Information "Smart Retail White Paper", 2018.
5. Operation manual of OMO information system or platform.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時成績（包括作業報告、個案討論等）平時成績（包括作業報告、個案討論等） Regular achievements (including business reports, case discussions, etc.) |
40 | |
| 專題報告或實作專題報告或實作 Special report or implementation |
40 | |
| 課堂參與（課堂主動發言次數、出席率）課堂參與（課堂主動發言次數、出席率） Class Participation (number of active speeches in the classroom, attendance rate) |
20 |
