日新月異的科技改變了消費者的消費行為，使得大多的消費者不再是透過單 一通路購買商品，而是需要從多方的管道發現、感受、交易、退還商品。因此零售商發展出『全通路』(Omni-channel)的概念，期望自己的接觸點、通路、服務能符合消費者的一切需求。全通路的通路架構看似最佳的策略，且符合消費者需求，但並非整個市場的消費者都能接受新科技而使用全通路，消費者的消費行為可能還是依據著自己的偏好與習慣做通路的選擇，因此選擇合適的通路架構成了重要的問題。本研究使用 Hotelling模型，根據過去文獻描繪出消費者使用通路所需負擔的成本與優勢。不僅僅考量消費者對通路偏好的問題，通路的環境與其競爭對手，也可能是通路架構選擇的重要因素。本研究將探討兩種情境，分別為情境一面臨純線下通路競爭者時，原線上通路零售商擴展線下通路應採取的通路架構策略。情境二為面臨全通路競爭者，原多通路零售商是否轉型成純單一通路架構。藉由這兩個情境描述通路的競爭，彌補通路間競爭關係的研究缺口，並找出關鍵的競爭因子。
研究結果發現，當通路環境較利於全通路架構時，全通路策略才會是最佳的擴展通路策略，否則維持原有的通路架構才會有最好的利潤。而面對全通路的競爭者時，適時的縮減自己的通路架構，不但能提高利潤，其全通路競爭對手的利潤也隨之提升，呈現雙贏的局面。

The advancing technology transforms customers’ shopping process, so they need to discover, feel, transact and return goods from multiple perspectives. Therefore, retailers had developed the concept of Omni-channel, aiming to meet all the needs of customers shopping process. Omni-channel seems to be the best strategy for meeting customers' needs, but not all of customers can use technology well or willing to use omni-channel. Their shopping process may still depend on their own preferences and habits. It is not only the customer’s channel preference that needs to be considered, but also the channel environment and its competitors would be important factors in the structure decision. Therefore, this research will discuss two scenarios, respectively. The first one is when facing a pure offline competitor, which channel structure should the online channel retailer adopt to expand the offline channel. The second one is whether the multi-channel retailer transforms into a pure single-channel structure when faced with an omni-channel competitor. We found that when the channel environment is more favorable to the omni-channel, retailer should use omni-channel structure, otherwise, not expand the offline channel will be the more profitable. In the face of an omni-channel competitor, a timely change in single-channel structure will not only increase self profits, but also increase the profits of competitor, resulting in a win-win situation.

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