基于消费者购买决策过程的零售企业线上线下协同经营研究  

Study on the Synergy Management of Online and Offline for Retailing Enterprise Based on the Buyer Decision Process

作　　者：张琳[1] 郭雅兰 ZHANG Lin;GUO Ya-lan(Shandong Technology and Business University,Yantai 264005 , Chin)

机构地区：[1]山东工商学院工商管理学院,山东烟台264005

出　　处：《内蒙古财经大学学报》2018年第2期43-49,共7页Journal of Inner Mongolia University of Finance and Economics

基　　金：教育部人文社科研究规划基金项目(13YJA630128);山东省社科基金(16CCXJ08)

摘　　要：零售企业线上线下业务协同经营管理应与消费者的购买决策过程相契合。商品类型是影响消费者购买决策过程的重要因素。文章用价格与标准化程度两个维度将商品分为四大类:高价格非标准品、高价格标准品、低价格非标准品和低价格标准品。消费者在购买不同类型商品时,其购买决策过程在购买决策类型、寻求的购物价值、面临的购物风险、所需购物信息、所愿花费的时间与精力、所选择购物渠道等方面呈现出不同的特点。相应地,经营不同类型商品的零售企业应根据消费者购买决策过程制定其线上线下协同经营的战略、策略、流程与管理策略。For retail enterprise,its synergy management of online and offline should be consistent with the buyer decision process. Commodity type is an important factor influencing the buyer decision process. This article divides goods into four categories by price and standardization： high prices and non-standard goods,high price and standard goods,low prices and non-standard goods,low price and standard goods. During the purchase decision process of different type of goods,consumer differs in several aspects such as decision-making type,shopping value they want,the risk of shopping they face,messages they need,time and effort consumers willing to spend and shopping channels they select types. Retailers operating different types of commodities should also develop their strategies,processes and management of online and offline synergy according to buyer decision process.

关 键 词：购买决策过程 实体零售 网络零售 协同经营 

分 类 号：F724.2[经济管理—产业经济]