全渠道背景下企业营销渠道模式研究——以A企业为例  

Research on the marketing channel model of enterprises in the context of omnichannel——Taking Company A as an example

作　　者：张炫 Zhang Xuan(Yangzhou Polytechnic Institute,Yangzhou,Jiangsu,225127)

机构地区：[1]扬州工业职业技术学院,江苏扬州225127

出　　处：《市场周刊》2022年第7期86-89,共4页Market Weekly

基　　金：2021年江苏省高职院校青年教师企业实践培训项目(项目编号:2021QYSJ092)。

摘　　要：在现今互联网时代,零售行业已过渡到全渠道时代,在全渠道营销背景下,文章聚焦A企业,分析其营销渠道模式。首先对A企业进行介绍,包括其发展历史和营销现状。再从销售渠道和传播渠道两方面分析A企业营销渠道模式,发现其存在销售渠道增长乏力及对传播渠道缺乏重视等问题。基于此,A企业应充分融合销售渠道和传播渠道,并加强对传播渠道的建设,提高渠道运营能力。In today’s Internet era,the retail industry has transitioned to the omnichannel era.In the context of omnichannel marketing,this paper focuses on company A and analyzes its marketing channel model.Firstly,an introduction is given to company A,including its development history and marketing status.Then,we analyze enterprise A’s marketing channel model from two aspects:sales channel and communication channel,and find that there are problems such as weak growth of sales channel and lack of attention to communication channel.Based on this,company A should fully integrate the sales channel and communication channel,and strengthen the construction of communication channel to improve the channel operation capability.

关 键 词：全渠道 零售 营销渠道模式 

分 类 号：F713.5[经济管理—市场营销]