现代营销
現代營銷
현대영소
MODERN MARKETING
2013年
5期
100-102
,共3页
多渠道零售%互动%消费者参与%感知价值%渠道选择
多渠道零售%互動%消費者參與%感知價值%渠道選擇
다거도령수%호동%소비자삼여%감지개치%거도선택
Multi-Channel Retail%Interaction%Consumer Participation%Perceived Value%Channel Selection
信息化发展要求零售商拓展销售渠道。当前，直复渠道、网络渠道、移动渠道以及实体渠道等交叉融合形成多零售体系。多渠道零售使消费者具有更多消费选择权。互动是多渠道零售环境下零售商与消费者沟通交流的必要方式。零售商通过有效互动维持、稳定顾客关系，确保消费者对本企业的忠诚。互动促使消费者做出渠道选择。消费者通过互动寻求边际成本与边际收益的最佳结合点，选择最为符合自身意愿或消费效果最优化的购买渠道。
信息化髮展要求零售商拓展銷售渠道。噹前，直複渠道、網絡渠道、移動渠道以及實體渠道等交扠融閤形成多零售體繫。多渠道零售使消費者具有更多消費選擇權。互動是多渠道零售環境下零售商與消費者溝通交流的必要方式。零售商通過有效互動維持、穩定顧客關繫，確保消費者對本企業的忠誠。互動促使消費者做齣渠道選擇。消費者通過互動尋求邊際成本與邊際收益的最佳結閤點，選擇最為符閤自身意願或消費效果最優化的購買渠道。
신식화발전요구령수상탁전소수거도。당전，직복거도、망락거도、이동거도이급실체거도등교차융합형성다령수체계。다거도령수사소비자구유경다소비선택권。호동시다거도령수배경하령수상여소비자구통교류적필요방식。령수상통과유효호동유지、은정고객관계，학보소비자대본기업적충성。호동촉사소비자주출거도선택。소비자통과호동심구변제성본여변제수익적최가결합점，선택최위부합자신의원혹소비효과최우화적구매거도。
The multi-channel retail system are made of direct channels, network channels, mobile channels and stores, which are must be established in information-based society. Consumers have more choice in multi-channel retail environment. Interaction is the communication of retailers和consumers in the multi-channel retail environment. Retailers maintain,stable customer relations through effective interaction,ensure to the loyalty of the consumers. Consumers choose a channel by the interaction. Consumers through inter-action seek the best integration of their marginal costs和marginal benefits,和then they choose a channel which is the most suitable or the most effect和optimized consumption.
