线上线下营销策略契合度对顾客信任的影响研究——基于产品类型的调节作用

Influence of Online and Offline Marketing Strategy Conformity on Customer Trust: Based on Product Type to Regulate

现在很多企业开始采用线上线下结合的经营方式,但又面临着在营销策略契合度不同维度上如何做出合理选择以获得更好发展的问题.为了探索产品、价格和促销维度的营销策略契合度在不同产品类型调节作用下的差异性,基于问卷调查进行实证研究.结果表明,产品策略契合度对搜索型和体验型产品均有正向影响且对于体验型产品影响更强烈;价格和促销策略契合度有正向影响.

Nowadays,many companies have employed online marketing and offline marketing at the same time.However,they must have appropriate choices in different dimensions of marketing strategy conformity.In order to explore the differences in the marketing strategy conformity of products,prices and promotion dimensions under the adjustment of different product types,data were collected in the form of questionnaires for empirical research.The research results show that product strategy conformity has a positive impact on search-typed and experience-typed products and has a stronger impact on the latter;price and promotion strategy fit have positive effects.