网上商店和实体商店的营销异同点研究  

Comparison and Contrast of Online and Offline Store Marketing Strategy

作　　者：王霞[1] 李飞[2] 

机构地区：[1]中国人民大学商学院,北京100872 [2]清华大学经济管理学院,北京100084

出　　处：《北京工商大学学报（社会科学版）》2014年第3期26-32,56,共8页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家社会科学基金项目"中国百货业演化轨迹及未来走向研究"(10BJY086);国家自然科学基金项目"软文对消费者购买决策的影响:主效应与平面广告的交互效应及网络环境下的涟漪效应研究"(71202145);清华大学经济管理学院中国零售研究中心项目"中国零售业态适应和成长问题研究"(100004002)

摘　　要：网上商店和实体商店的并存发展给双方都带来了巨大的挑战,很多企业不得不考虑、尝试或者已经开始多渠道的协同发展,即实体商店开设网上商店,网上商店开设实体商店。然而令人遗憾的是,很多企业仍然面临着亏损问题,其中一个重要原因是它们忽略了网上商店和实体商店的异同点。为此,文章从零售功能、营销组合要素和业务流程等方面,对网上商店和实体商店的营销异同点进行讨论。研究发现,网上商店和实体商店都是提供"社交、娱乐和零售"等综合性功能的场所,这些功能的实现需要有机组合各种零售营销组合要素和构建业务流程。同时,由于二者分属于两种不同的零售业态,因此在目标顾客、营销定位、零售营销组合和业务流程等要素方面均存在差异。在此基础上,文章提出了多渠道协同的策略建议。The co-existence of online and offline stores provides a challenge for both retailers. Many of the retailers have integrated and managed multiple-channels. A numerous physical retailers do have their own online stores, and the online retailers want to build the offline stores. However, most of them have burned more money but have got less profit. One important reason is that they have neglected the differences in online and offline stores. This paper is to compare the marketing strategy between online and offline stores. The research indicates that both online and offline retailers have similarities on retail function, retail marketing mix and business process. However, they also have differences in targeted customers, marketing positions, retail marketing mix and business process because they belong to two retail types. On that basis, this paper puts forward the strategic suggestion of multi-channel synergy strategy.

关 键 词：网上商店 实体商店 多渠道协同 营销定位 

分 类 号：F724.2[经济管理—产业经济] F724.6