多渠道零售商线上线下营销协同研究——以苏宁为例  

Research on Online and Offline Marketing Synergy of Multi-channel Retailers——Case Study on Suning

作　　者：汪旭晖[1] 张其林[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《商业经济与管理》2013年第9期37-47,共11页Journal of Business Economics

基　　金：国家自然科学基金项目“调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究”(71272050);教育部人文社会科学研究一般项目“顾客信任转移和商店形象契合感知对传统零售商线上延伸绩效的作用机制研究”(12YJA630115);霍英东教育基金会高等院校青年教师基金项目(131078);辽宁省百千万人才工程项目(2011921055)

摘　　要：结合了实体门店与在线商店的多渠道零售模式已经成为全球零售业发展的趋势,但多渠道零售商线上线下协同效应与稀释效应并存,如何通过营销协同实现渠道整合成为零售领域研究的热点问题。文章以苏宁为研究对象,采用规范的案例研究方法对其营销协同策略、影响决策的关键因素以及营销协同绩效进行了深入分析。在案例研究的基础上,以渠道区隔与融合为基准构建了渠道分离、渠道协同、渠道融合、渠道并行四种类型的营销协同战略导向,并以案例分析得出的六个影响因素(消费者特性、成本因素、生命周期、竞争强度、互补性、规模经济)作为自变量,以企业自身因素与外部环境因素作为调节变量,以营销协同绩效作为因变量,构建了线上线下营销协同的理论框架。最后,文章为多渠道零售商的经营管理提供了可操作性建议。The multi-channel retail model that combines both physical stores and online stores is becoming the developing trend of global retailing, but synergistic effect and dilution effect coexist in both online and offline channel, then, how to achieve channel integration through marketing synergy become a heated research topic in the retail sector. Taking Suning as an example, this paper makes an in-depth analysis about marketing synergy strategy, key factors in the strategic decision making process and its performance. On this basis, the paper puts forward four marketing synergy strategic orientations： separation, synergy, integration, and parallel. And also, this paper develops a theoretical framework for online and offline marketing synergy, which consists of six key factors, including consumer characteristics, cost, life cycle, competition strength, eomplementarily and economies of scale, obtained from the case study as independent variables, multi-channel retailers＇ own factors and the external environment factors as moderator variables, and its performance as an outcome variable. Finally, management operational suggestions are proposed for multi-channel retailers.

关 键 词：多渠道零售商 渠道区隔 渠道融合 营销协同 

分 类 号：F724.6[经济管理—产业经济]