实体零售商线上线下营销渠道整合的现状、阻碍及突破  

Status Quo,Obstruction and Breakthrough of the Integration of Online and Offline Sales Channel of Real Retailers

作　　者：宋艳[1] SONG Yan(Business College Shanxi University,Taiyuan Shanxi 030001)

机构地区：[1]山西大学商务学院

出　　处：《价格月刊》2018年第6期87-91,共5页

基　　金：山西省软科学研究项目“新常态下山西科技服务业发展对策研究”(编号:2016041007-1)

摘　　要：随着近年来互联网技术飞速发展,越来越多消费者开始在网上购物,大众的购物习惯正在发生改变,传统实体零售商也建立了线上营销渠道,希望提高经营收入和企业利润。然而线上营销渠道的建立改变了零售商原有营销渠道体系,渠道间冲突也随之产生。结合实体零售商线上线下营销渠道整合的发展现状及存在的问题,提出相应对策来保证实体零售商线上线下营销渠道整合的有效性。With the rapid development in internet technology in recent year,more and more consumers began to make shopping online,the public shopping habit was changing,and traditional real retailer also built online sales channel and hoped to raise operation income and enterprise profit.However,the establishment of online sales channel has changed the former sales channel system,and thus the conflict among channels generated.By combining the development status quo and existed problems of online and offline sales channel integration of real retailers,this paper puts forward countermeasure to guarantee the effectiveness of the integration of online and offline sales channel of real retailers.

关 键 词：实体零售商 线上线下营销渠道 渠道整合 困境突破 

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