网站首页  |  期刊介绍  |  编委会  |  投稿指南  |  在线订阅  |  联系我们  |  English
林炳坤,吕庆华,杨敏.多渠道零售商线上线下协同营销研究综述与展望[J].重庆邮电大学学报(社会科学版),2017,(4):94-103 本文二维码信息
二维码(扫一下试试看!)
多渠道零售商线上线下协同营销研究综述与展望
Review and Prospect on Online to Offline Collaborative Marketing of Multi channel Retailers
投稿时间:2016-06-02  
DOI: 10.3969/j.issn.1673-8268.2017.04.014
中文关键词:  多渠道零售商  线上线下  协同营销  渠道协同绩效  契合度  顾客信任
English Keywords:multi-channel retailers  online to offline  collaborative marketing  channel collaborative performance  fit  customer trust
基金项目:国家自然科学基金项目(71362006);福建省高校杰出青年科研人才培育计划项目(闽教科[2016]23号)
作者单位
林炳坤 闽南师范大学 商学院,福建 漳州 363000 
吕庆华 华侨大学 工商管理学院,福建 泉州 362021 
杨敏 华侨大学 工商管理学院,福建 泉州 362021 
摘要点击次数: 140
全文下载次数: 179
中文摘要:
      开展线上线下业务成为传统零售商转型的方向,但多渠道策略会引发资源抢夺,造成线上线下渠道冲突,使协同效应被替代效应抵消,多渠道零售商如何实现协同营销成为研究的热点问题、文章从协同营销概念出发,厘清零售商线下“触网”线上和线上“进军”线下两种线上线下协同营销类型,从渠道整合、企业资源、商品和服务三个视角梳理多渠道零售商线上线下协同营销策略,系统回顾多渠道零售商线上线下渠道协同绩效、营销策略契合度、顾客信任等方面研究,展望该领域未来研究方向,以期为学术界开展协同营销理论研究和多渠道零售商实践线上线下协同营销提供参考。
English Summary:
      Carrying out the online to offline business is becoming the possible development direction for the traditional retailers, but multi-channel strategies will lead to the competition for resources and cause the conflict among online to offline channels, as a consequence, the synergistic effect is offset by the substitution effect, therefore, how can the multi-channel retailer achieve cooperative marketing has become a hot research topic. Based on the concept of collaborative marketing, this article firstly clarifies two main types of the online to offline collaborative marketing that are “offline getting into online” and “online ping into offline”. Then, it reviews the research regarding online to offline collaborative marketing strategy of the multi-channel retailers from perspectives of channel integration, enterprise resources, goods and services. Furthermore, it systematically retrospects the literature about the online to offline collaborative performance, marketing strategy fit and customer trust of the multi-channel retailer. Finally, this article prospects for future research in this field with a hope of providing references for the theoretical studies about collaborative marketing of the academia and the practice of the online to offline collaborative marketing of the multi-channel retailers.
HTML 查看全文   查看/发表评论  下载PDF阅读器
版权所有 © 2009 《重庆邮电大学学报(社会科学版)》
地址:重庆市南岸区黄桷垭 邮编:400065
电话:023-62461033 E-mail : wkxb@cqupt.edu.cn
本系统由北京勤云科技发展有限公司设计