社区便利店网络互动营销的参考模型  

A reference model for network-based interactive marketing for community convenience stores

作　　者：朱若男[1,2] 李洁[1] 汤兵勇[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]哈尔滨理工大学国际文化教育学院,哈尔滨150080

出　　处：《黑龙江大学自然科学学报》2013年第1期22-27,共6页Journal of Natural Science of Heilongjiang University

基　　金：国家科技支撑计划项目(2012BAH19F04)

摘　　要：在中国,以网络作为平台,以信息技术作为底层技术支撑的网络互动营销模式应该成为便利店营销的新的探索方向。根据"可的喜发发"的便利店互动营销平台的项目经验,提出基于信息技术和网络通讯技术的便利店网络互动营销平台的参考模型,模型包括系统架构、运营流程和共赢模式等。最后用"可的喜发发"项目进行案例分析,从实际运营数据中验证理论模型的现实可行性。In China, a new marketing mode for convenience store, which adopts the advanced information and communication technology and combines customer, convenience store and suppliers in a unified platform, is considered as a new direction for convenience stores＇ marketing. Based on the practical project experience named ＂Kedi Xi Fa Fa＂ interactive marketing program, a reference model for network-based interactive marketing for convenience stores is proposed. The model contains platform architecture, the operating procedures and win-win scheme in the retail industrial chain. Then, by an empirical analysis of the case of ＂Kedi Xi Fa Fa＂, the feasibility of praxis for theory model is validated from practical course data.

关 键 词：便利店 网络互动营销平台 营销模式 顾客价值 

分 类 号：F203.9[经济管理—国民经济]