摘要
随着我国经济的快速发展以及电子商务的日渐成熟,多渠道在市场营销中的优越性越来越被企业所肯定,消费者的渠道选择成为企业关注的重点。从匹配视角出发研究消费者渠道选择行为,将任务技术匹配模型落实到多渠道具体环境中,从渠道特性、产品特性、消费者特性三方面对消费者渠道选择的影响因素进行分析,并对因素间的匹配问题进行研究,旨在为企业采用合理有效的多渠道营销战略提供理论基础。
With the rapid development of economy and the maturation of e-commerce in China, the advantages of multi-channel marketing in the market have become more and more accepted by companies, the channels selection of consumer has become the focus of companies. From the perspective of matching, the channel selection behavior of consumer is studied; the task-technology fit model is implemented in the multi-channel environment. The influencing factors of channel selection behavior of consumer are analyzed from three aspects of channel characteristics, product characteristics, and consumer characteristics. The matching problem among the factors is studied, in order to provide theoretical basis for the rational and effective multi-channel marketing strategy for companies.
出处
《沈阳工业大学学报（社会科学版）》
2016年第1期91-96,共6页
Journal of Shenyang University of Technology(Social Sciences)
基金
辽宁省教育厅项目(W2015306)
关键词
匹配理论
任务技术匹配模型
渠道特性
产品特性
消费者特性
渠道选择
matching theory
task-technology fit model
channel characteristics
product characteristics
consumer characteristics
channel selection
