多渠道零售商线上线下协同营销研究综述与展望

被引：19

作者：

林炳坤 ^{[1
]}

吕庆华 ^{[2
]}

杨敏 ^{[2
]}

机构：

[1] 闽南师范大学商学院

[2] 华侨大学工商管理学院

来源：

重庆邮电大学学报(社会科学版) | 2017年 / 29卷 / 04期

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;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F724.2 [零售贸易];

学科分类号：

1201 ; 020205 ; 1202 ; 120202 ; 0202 ;

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。

引用

页码：94 / 103

页数：10

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