全渠道背景下的渠道协同分析

Research on Channel Synergism under the Background of Omni-channel

新型的So Lo Mo Me消费者会在多种零售渠道间进行转换以实现一个完整的购物过程。对企业来说不乏多种渠道方式,需要考虑的是如何整合渠道间的资源,实现渠道间的协同互动、资源共享,为消费者提供无缝的最佳购物体验。现有的渠道应是大渠道的概念,制造商应主导或推动渠道协同,从产品、价格和促销三方面促进,并构建数字化的客户关系管理系统,对渠道协同提供支撑。

A newly So Lo Mo Me consumer may choose from various retail channels to achieve a complete shopping process. The enterprise has a variety of retail channels, so they need to consider how to integrate resources between channels to achieve collaborative interaction, resources sharing and provide consumers the best shopping experience. The existing meaning of channel should be the widest. The manufacturers should lead or promote channel synergism from three aspects including product, price and promotion and build a digital customer relationship management system to support channel synergism.