双渠道服务体验差异供应链的因素分析及优化策略

Element analysis and the optimizing strategy of dual-channel supply chain with different service experience

双渠道的销售给消费者带来了不同的服务体验。研究表明,在网上直销体验中,消费者最看重的因素是"便宜"和"可靠",此正是制造商占领市场的关键着力点。传统的销售体验能给市场增添新活力,它在扩大购买成员、增加购物数量与提升"情境消费"等功不可没。因此,科学整合双渠道供应链,开展有序竞争激励双赢是进一步优化双渠道供应链的有效策略。

The dual-channel market brings different service experience to consumers. The study indicates consumers value the elements of"being cheap and reliable"in the internet direct sale, which is a critical point for manufacturers to occupy the market. The traditional marketing experience adds new vitality to the market and its contribution to enlarge consumers, increase shopping quantity and promote virtual reality consumption cannot go unnoticed. Therefore, it is effective to further optimizing with integrating dual-channel supply chains scientifically and carrying out orderly competition to stimulate win-win situation.