本篇文章將以台灣拉拉山網站為討論案例，期望能透過此案例的深入探討，進而描繪出在混合通路中的顧客關係情形，並透過線上與線下的不同角度，來看整個關係行銷所扮演的角色，以及顧客是如何在這程序中互動。在文獻探討的部分，將先從關係行銷的發展討論起，其次是電子化通路以及電子化通路中如何來執行關係行銷等文獻，方法論將採用質化研究方法，以觀察法、深度訪談法與文件蒐集等方法來進行資料蒐集，並以紮根理論分析法來進行資料的編碼，進而發展出關係行銷程序中的核心概念與主要程序。 研究發現將指出混合通路之關係行銷程序中的兩個階段與其他外在影響因素，其兩階段，其一為線上接觸階段，其二為關係行銷強化階段，外在影響因素包括顧客、供應商(製造商)以及產品特性等因素，而前述所提到的議題，是目前在關係行銷領域中較少被討論與研究的部分，本篇文章將以混合通路的觀點來補充該文獻缺口。 This study aims to provide insights into the development of customer relationship through hybrid channels including online and offline based on the case of the website of Mt. Lala in Taiwan. A review of current literature about relationship marketing development, e-channels, and relationship marketing process, is followed by discussion of the qualitative research on basis of the grounded theory analysis. The findings indicate that relationship marketing process through hybrid channels consists of two stages and several external conditions. Two core stages include online contact and relationship marketing enforcement through offline. In addition, several external conditions have been identified including customer, producer, and product characteristics. The aforementioned issue has rarely been researched but is essential to the development of relationship marketing through hybrid channels. The current study pioneers the study of relationship marketing process based on the hybrid channels perspective in this context work that applies the qualitative research.
