浅析零售业多渠道营销的整合优化与管理

Integration, Optimization and Management of Multi-channel Marketing in Retailing

近年来随着信息技术的快速发展与普及,零售业的多渠道营销在电子邮件活动、网上商城等技术的加入后变得日益复杂和多样化。除了提高自身产品质量以外,零售企业多渠道营销的整合和优化已经成为企业竞争力和表现的关键问题。零售企业若能对多渠道营销有足够的深层次认识并且实施正确的管理和投资策略,那么就会使整合后的营销渠道变成有机高效的整体,对于企业的长线发展具有重大意义。

With booming IT development across the globe in recent years, multi-channel marketing in retailing business has become increasingly intricate and diversified after the participance of emailing campaigns, online stores and other technologies. Apart from improving product quality, multi-channel marketing integration and optimisation has become crucial areas in corporate competitiveness and performance. If retailing businesses equip themselves with sufficient multi-channel marketing knowledge and implement opportune management as well as investment decisions, corporate integrated marketing channels will turn into a highly-effective cohesive whole and will carry significant meanings to corporates＇ long-term development.