百货零售企业全渠道整合营销管理研究

Research on Omni-channel Integrated Marketing Management of Retail Companies

新一代信息技术的发展和广泛应用给百货零售企业带来了新的挑战,也带来了转型升级的发展机遇。百货零售企业在转型升级过程中面临全渠道整合营销认识不统一、管理机制不健全、商品经营能力不足、现代信息技术应用能力不强等导致的全渠道营销融合强度不够等问题;并指出需通过树立全渠道整合营销理念、建立全渠道整合营销体制机制、差异化营销、整合供应链、构建面向顾客的全渠道整合互动营销体系等措施,提高渠道协同营销效果。

The development and widespread application of new-generation information technology have brought new challenges to retail companies as well as development opportunities for transformation and upgrading of these enterprises. Retail companies in the process of transformation and upgrading are faced with problems such as lack of unified understanding of omni-channel integrated marketing, inadequate management mechanism, insufficient commodity management capacity, and weak application of modern information technology, etc., all of which lead to poor integration of omni-channel marketing. It is pointed out that through measures of establishing the concept of omnichannel integrated marketing, setting up the omni-channel integrated marketing system and mechanism, building differentiated marketing, integrated supply chain and customer-oriented omni-channel integrated interactive marketing system and so forth, the effect of channel coordinated marketing can be improved.