資訊流通產業在台灣的資訊產業中一直扮演著關鍵性的角色，而3C 資訊商品銷售也由傳統的代理商模 式轉變成由通路商多元化管道銷售的新經營方式。然而隨著網路經濟的興起，虛擬化通路的商業模式是必然 的趨勢，此不同的商業模式的內涵為何？與傳統的通路型商業模式有何異同？本研究經由文獻回顧定義可操 作的商業模式，以比較出兩者商業模是的異同，更進一步探討商業模式元素間的互動關係，理解元素改變造 成元素間互動程序關係如何改變，是廠商商業模式創新的關鍵，研究結果提供台灣資訊流通產業廠商制定商 業模式設計與創新的邏輯思維。

IT distributors have been played key roles in Taiwan IT industries. The sales model of 3C merchandise has transformed from the traditional agents model into a new model of multiple channels by distributors. However, with the rise of the internet economy, a new business model of virtual channel is an inevitable trend. What are the connotations of the new business model? What are the differences and similarities compared to the traditional business model? The study defines the operationalized business model through literature review, then to compare the similarities and differences between the two business models. This study further explores the interaction between elements of the business model. For understanding the change of elements resulting in the change of inter-relationship between the elements is the key for firms to innovate the business model. Research findings provide a flow of design and logical thinking for developing innovative business model of IT distributors in Taiwan.