| dc.description.abstract | Brick and Mortar (B&M) retails has been dominating the superiority of selling-channel before online shopping risen. However, online shopping has created fourth-virtual dimension; that is, manufacturers are not constrained by time and space; customers can save time and transport cost, moreover customers can provide diversification service. Nowadays, Digital Age has coming and it prompts online-offline integration; building a brand which is from website transforming to a physical shop or a physical shop establish a website to create “Click-and-Mortar”, in order to connect virtual channel and physical channel. How to implement “Click-and-Mortar” is necessary. The main study object of research is online shop- 7net, which is established by an international chain of convenience stores that operates primarily as a franchise- 7-Eleven. Research question of the present study is in order to investigate the business model that is Click-and-Mortar of 7net. The present study collects credible journals and references, and use in-depth interview to analysis each case. PEST analysis and SWOT analysis are as the main tool and The Business Model Canvas as theoretical framework of the present study; for the sake of investigating the overview of chain convenience stores after financial tsunami of 2008, and investigating factors of developing online shopping as well.
The result shows that it is imperative to develop online shopping for retailers; moreover, to recognize Click-and-Mortar model before retailers develop online shopping is necessary as well; furthermore, to identify the business model between physical channel and virtual channel can avoid decreasing the Click-and-Mortar effectiveness. The contribution of research is providing some consultation to Brick and Mortar (B&M) retails. | en_US |