在電子商務的環境逐漸成熟、行動商務逐漸萌芽的今日，多通路建置及整合的趨勢幾乎是勢不可擋。尤其在中高端服裝產業中，虛擬通路的建置及整合在許多時候成為討論的核心。然而，本研究卻發現，並非所有中高端服裝品牌都樂於擁抱虛擬通路。究竟是否所有品牌都應跟緊趨勢，儘速建立其虛擬通路並整合？實屬本研究探討的重點。
本研究旨在分析不同的品牌類型在虛擬通路建置以及整合的情況。本研究將品牌分成三大類型：快速時尚、經典以及精品，探討這三個品牌類型在電子商務通路、行動商務通路的建置以及虛實整合的情況。期望在給予企業相對應的策略建議的同時，也能引出相關議題，待後續研究深入研究探討。
本研究採取個案觀察法，分別觀察了34個中高端服裝產業的品牌，著重觀察這些品牌在母國以及台灣的虛擬通路建置情況以及整合時採取的策略，並將這些觀察整理成有系統的資料進行比較。
本研究發現，三種品牌類型採取不同的虛實通路策略的原因來自於其「銷售導向性」。品牌類型的銷售導向性由高排序至低分別是：快速時尚、經典、精品品牌類型。銷售導向性較高的品牌，傾向採取虛擬通路建置以及整合；而銷售導向性較低的品牌類型，較不傾向採取虛擬通路建置以及整合的策略。因此不同品牌類型的品牌商，應依據其自身的銷售導向性而採取不同的策略。

英文部分
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Luca Solca, Paola Bertini, Hui Fan, Marco Pozzi, and Alexandra Bertasio (2015a), "The Digital Competitive Map – The Race is on! , " research report, Contact Lab and Exane BNP Paribas (January 7).
Luca Solca, Hui Fan, Marco Pozzi, Alexandra Bertasio, and Davide Sarra (2015b), "Digital Luxury Online Pricing Landscape SS15, " research report, Contact Lab and Exane BNP Paribas (Octorber 8).
Noble, Stephanie M., David A. Griffith, and Marc G. Weinberge (2005), "Consumer derived utilitarian value and channel utilization in a multi-channel retail context," Journal of Business Research, 58.12, 1643–1651.
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Rambourg, Erwan (2014), The Bling Dynasty, Why the Reign of Chinese Luxury Shoppers Has Only Just Begun. John Wiley & Sons.
Rangaswamy, Arvind, and Gerrit H. Van Bruggen (2005), "Opportunities and challenges in multichannel marketing, An introduction to the special issue," Journal of Interactive Marketing, 19.2, 5–11.
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Shankar, Venkatesh, Mirella Kleijnen, Suresh Ramanathan, Ross Rizley, Steve Holland, Shawn Morrissey (2016), "Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues," Journal of Interactive Marketing, 34, 37–48.
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中文部分
Wang Chelcee, Tsai Caroline (2014)，“尼爾森網路購物行為研究：揭開電子購物籃的秘密”，尼爾森.
邱志聖 (2014)，行銷研究：實務與理論應用，台北市：智勝文化.
邱志聖 (2014)，策略行銷分析：架構與實務應用 四版，智勝文化.
劉怡君 (2015)，“ZARA台灣線上購物網online shop正式上線！”，新聞報導，GQ台灣 ( 12月25日)
羅之盈 (2011)， “UNIQLO網路店今天上午新鮮開幕，400款商品開賣”，新聞報導，Business Next數位時代 ( 3月25日)