线上线下整合营销策略对在线零售品牌体验影响机理  

The Mechanism of Impact of Online and Offline Process and Integrated Marketing Strategy on Brand Experience of Online Retailers

作　　者：刘铁[1] 李桂华[1] 卢宏亮[2] 

机构地区：[1]南开大学商学院,天津市300071 [2]东北林业大学经济管理学院,黑龙江哈尔滨150040

出　　处：《中国流通经济》2014年第11期51-57,共7页China Business and Market

基　　金：国家自然科学基金"转型经济背景下B2B品牌资产的来源路径;形成机理及溢出效应"(项目编号:71302065)的部分研究成果

摘　　要：在线上线下零售相互渗透与融合的情境中,跨越顾客与企业两个层面的扎根理论研究发现,顾客对零售品牌的体验过程包括决策、交易、履行、反馈四个过程。在以上四个过程中,线上线下整合策略以顾客感知到的信息对称程度、风险和不确定性、服务效率与成本、顾客参与和控制感为中介,影响品牌体验。过程与策略匹配的模型分离出关键的信息流、物流、风险流及客制化四个方面的整合策略,并解释了整合策略影响品牌体验的过程和机理。In the environment that the online and offline retailers begin to be integrated with each other, by carrying out researches which are based on the grounded theory and related to such two layers as customers and businesses, the authors find out that there are four processes in customers experiences of retailing brands, namely decision-making, transaction, fulfillment and feedback. During those processes, taking customers perceived information symmetry, risk and uncertainty, service efficiency and cost, customer participation and sense of control as the intermediary, online and offline integration strategy has impact on brand experience. The integrated strategy in terms of information flow, material flow, risk flow and customization are extracted from the model of matching between process and strategy; and the process and mechanism of impact of integrated strategy on brand experience is also explained.

关 键 词：双线因素 风险与不确定性 渠道流整合策略 品牌体验 

分 类 号：F713.50[经济管理—市场营销]