本研究主要探討玩具進口商：T公司，其經營實體零售通路時所遭遇之經營困境，並針對這些問題提出創新方案。此研究以自建官網平台、由商品基本特性做通路分析和產品分類，以及根據這三個面向的分類開始來分析其銷售績效。結果顯示影響T公司銷售績效的問題在於店面零售通路所銷售的流行性玩具類別。根據分析之結果，本研究提出如下解決方案：一、優化採購能力、取得產品零售定價權和提升產品毛利。二、藉由改善商品的性能和功用來延展產品生命週期。三、藉由自建B2B官網平台達成跟通路夥伴交換即時資訊、及擴展採購助於銷售之預期效益。四、經由自建B2B官網平台及時向店面零售通路商傳送受大眾喜歡或流行的產品，包含短片推播，藉以搶先流行性玩具商品之商機。;This objective of this study is to find out the operational difficulties encountered by a toy importer, Company T, in managing physical its retail channels, and suggests innovative programs in respond to these problems. This study started out with a diagnostics stage, categorizing its channel and product lines by their basic characteristics, and analyzing its sales performance according to the categories. Results reveal that the major category causing problem is the fashionable toys selling through regular channels. Based on the results of the analysis, the following action items are proposed. First, enhance purchasing capability, exploiting pricing power, and improve gross profit margin. Second, extend product life cycle by improving the performance or function of products. Third, achieve the expected effect of timely information exchange with channel partners, in addition to new sales and procurement processes through a B2B platform. Lastly, instantly transmit popular and fashionable product information, including video clips, to retailers to seize the opportunities of popular toy business through the self-built B2B platform.
