摘要
互联网正全方位地影响着消费者的购物方式和企业的渠道经营战略,零售企业开展线上线下多渠道协同战略是一个新的问题,也成为研究的热点。但是如何测量零售企业线上线下营销策略协同却鲜有研究。本文以苏宁、国美、海王星辰和大商为研究对象,构建了线上线下营销策略协同测量模型,采用多层次模糊评价法对产品、价格、促销和服务等营销策略协同进行评价。验证了评价模型的合理性和可行性;同时,研究结果表明价格策略协同最为重要,次之是产品、服务和促销策略协同。最后,提出了提升线上线下营销策略协同的对策建议。
Internet has influenced consumers’shopping trends and enterprises’channel management strategies in all aspects with a new hotspot in retail enterprises to carry out online-offline multichannel strategy.However,there is few research on how to measure the integration of online-offline marketing strategy for retail enterprises.Suning,Gome,Nepstar and New-Mart are used as a sample to establish the integration model of online-offline marketing strategy.Fuzzy Analytical Hierarchy Process(FAHP)is used to measurethe integration of marketing strategies such as product,price,promotion and service,and Rationality and feasibility of evaluation modelis verified and the importance of strategy integration stated from price to product,service and promotion before the countermeasures and suggestions on the integration of online-offline marketing strategy are presented.
作者
郭俊杰
关辉
GUO Jun-jie;GUAN Hui(College of Economics and Management,Dalian University,Dalian 116622,China)
出处
《大连大学学报》
2018年第1期116-123,共8页
Journal of Dalian University
基金
辽宁省社科规划基金课题(L15BGL022)
关键词
零售企业
线上线下
营销协同
多层次模糊评价法
retail enterprises
online-offline
marketing integration
Fuzzy Analytical Hierarchy Process(FAHP)
