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消费者跨渠道购买转移行为分析及营销启示 被引量:2

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摘要 随着电子商务的深入发展,消费者的消费行为发生了巨大变化,在多元渠道并存的状态下,出现了从离线渠道转移到在线渠道消费的新动向。本文借助渠道及购买行为理论,分析了消费者的购买转移行为,以影响消费者跨渠道购买行为发生的因素为切入点,提出了网络时代有针对性的营销方案,以期为企业的渠道建设提供有益借鉴。
作者 秦世波
机构地区 潍坊学院
出处 《商业时代》 北大核心 2013年第16期38-39,共2页 Commercial
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