传统服装零售企业实施双渠道营销的策略分析

Strategic Analysis on Dual Channel Marketing of Traditional Clothing Retail Enterprises

随着互联网及电子商务的快速发展,双渠道发展受到越来越多传统服装零售商的青睐.本文运用归纳与分析的方法,基于市场和资源的观点,探讨适合传统服装零售企业双渠道的发展策略,并提出协同发展的方法.研究结果表明线上线下的协同发展有助于提高企业的竞争优势.

With the rapid development of Internet and electronic commerce, development of dual channel is more and more popular for traditional clothing retailer. In order to study dual channel strategy on traditional clothing retail enterprises, this paper applies the method of induction and analysis to discuss the development strategy of dual channel for traditional clothing retail enterprises basing on market and resource view. The result shows that： collaborative development of online and offline is help to improve competitive advantage of enterprises, and proposing collaborative development method.