全渠道营销理论——三论迎接中国多渠道零售革命风暴

The Theory of Omni-channel Marketing: Further Discussion on Preparation for Multi-channel Revolution of China

"全渠道"一词出现以后,大多还是在分销渠道决策范围进行讨论。其实,它涉及营销战略和策略的全方位决策。为此,文章首次提出并定义了全渠道营销的概念,并对这个概念进行了理论和应用的说明。全渠道营销,是指个人或组织为了实现相关利益者利益,在全部渠道范围内实施渠道选择的决策,然后根据细分目标顾客对渠道类型的不同偏好,实行不同或相同的营销定位,以及匹配的产品、价格、渠道和信息等营销要素的组合策略。对这个过程的分析、计划和实施,就是全渠道营销管理。全渠道营销管理并没有改变营销管理的范式。

Since the emergence of the word ＂omni-channel＂, it has been mostly discussed in the area of distribution channel selection. Actually, it involves the comprehensive decision-making of marketing strategy and tactics. Therefore, this paper proposes the idea and the definition of omni-channel marketing for the first time, and explains the relevant theory and application. The omni-channel marketing is the process of decision-making that an individual or an organization makes the channel selection among all channels in order to realize the benefits of participants concerned. Then, based on channel preferences of different target customers, it segments the marketing positioning and matches the market mix tactics of marketing elements such as product, price, place and information. The analysis, planning and implementation of the whole process can be counted as omni-channel marketing management. The omni-channel marketing management does not break the paradigm of traditional marketing management.