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我国多渠道零售商的O2O营销战略实证研究 被引量:2

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摘要 本文以多渠道零售商的O2O营销战略为主要研究对象,通过分析O2O营销战略的一致性对渠道协同效应的作用,提出了改进多渠道零售商线上线下协同绩效的建议和措施:保证线上线下产品的一致性、实行差异化价格策略、保证促销策略的一致性等,期望能够为多渠道零售商的稳健发展提供借鉴。
作者 仲晓密
出处 《商业经济研究》 北大核心 2017年第8期42-44,共3页 Journal of Commercial Economics
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