近年來，零售業逐漸朝向虛實整合的方向邁進。然而，高度仰賴實體體驗與情感價值的頂級品牌，在推動全通路數位升級與行銷科技（MarTech）導入時，往往面臨線上數據無法有效支援前線服務的困境，進而衍生出龐大的交易摩擦與虛實融合（OMO）轉型阻力。為了深入探討專業代理機構如何協助品牌方跨越此一數位鴻溝，本研究以專注於通訊軟體整合服務的 I 公司作為研究對象。在研究設計上，本研究採用質性個案研究法，並以策略行銷 4C 架構為理論核心。透過與個案公司高階主管的深度訪談，配合外部產業報告等次級資料進行三角交叉檢視，藉此確保資料的客觀性與嚴謹度。筆者希望透過本研究，補足過去學術界鮮少將 4C 理論應用於數位服務領域的實證缺口，重新驗證體驗經濟時代下的交易成本概念；同時，也望為行銷產業界在面對人工智慧等新興科技浪潮時，提供了具備高度參考價值的服務升級與跨國營運藍圖。

In recent years, the retail industry has progressively moved towards Online-MergeOffline （OMO） integration. However, premium brands, which heavily rely on physical experiences and emotional value, often face significant challenges during digital transformation. Specifically, they encounter the dilemma of online data failing to effectively support frontline services, which consequently generates substantial transaction friction and resistance to transformation.
To thoroughly explore how professional agencies assist brands in bridging this digital divide, this study focuses on Company I, an agency specializing in integrated messaging application services, as the case subject. Methodologically, this research adopts a qualitative case study approach and utilizes the Strategic Marketing 4C Framework as its theoretical core. By conducting in-depth interviews with the company's senior executives and
triangulating these insights with secondary data such as external industry reports, the study ensures analytical objectivity and rigor.
Through this research, the author hopes to bridge the empirical gap in academia where the 4C framework has rarely been applied to the digital service sector and to revalidate the concept of transaction costs within the era of the experience economy. Furthermore, this study aims to provide the marketing industry with a highly valuable strategic blueprint for service upgrades and cross-border operations amidst the wave of emerging technologies such as artificial intelligence.

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