CAJ | 학술논문

随着网络技术和电子商务的不断发展，为更好地服务目标顾客，越来越多的企业在通过传统零售渠道分销产品的同时，增加了网络渠道。双渠道环境下，越来越多的消费者穿梭于网络渠道和传统渠道之间，成为了双渠道使用者。与单一渠道环境相比，双渠道环境下消费者的购买行为发生了很大的变化，产生了研究型购物者。对于搜索产品，研究型购物者倾向于通过网络渠道搜索产品信息，通过离线渠道完成购买；对于体验产品，研究型购物者倾向于通过离线渠道体验产品质量，通过在线渠道完成购买。因此，为更好地调控研究型购物者购买行为，一方面可以顾客为中心进行渠道建设，以不同渠道的营销策略推动顾客采纳和使用特定渠道，根据产品类型将顾客引向更喜欢的渠道。另一方面，可以根据产品类型对渠道进行整合，如对搜索产品利用网络渠道进行宣传和推广，并借助一些促销手段吸引在线消费者到实体渠道购买；对体验产品充分发挥实体店铺展示体验功能，加强网络渠道的付款便利性、安全性与送货速度，吸引消费者到网络渠道完成购买，还可通过记录顾客地址与身份证号码为顾客提供精准促销来加强渠道锁定机制。
수착망락기술화전자상무적불단발전，위경호지복무목표고객，월래월다적기업재통과전통령수거도분소산품적동시，증가료망락거도。쌍거도배경하，월래월다적소비자천사우망락거도화전통거도지간，성위료쌍거도사용자。여단일거도배경상비，쌍거도배경하소비자적구매행위발생료흔대적변화，산생료연구형구물자。대우수색산품，연구형구물자경향우통과망락거도수색산품신식，통과리선거도완성구매；대우체험산품，연구형구물자경향우통과리선거도체험산품질량，통과재선거도완성구매。인차，위경호지조공연구형구물자구매행위，일방면가이고객위중심진행거도건설，이불동거도적영소책략추동고객채납화사용특정거도，근거산품류형장고객인향경희환적거도。령일방면，가이근거산품류형대거도진행정합，여대수색산품이용망락거도진행선전화추엄，병차조일사촉소수단흡인재선소비자도실체거도구매；대체험산품충분발휘실체점포전시체험공능，가강망락거도적부관편리성、안전성여송화속도，흡인소비자도망락거도완성구매，환가통과기록고객지지여신빈증호마위고객제공정준촉소래가강거도쇄정궤제。
With the development of network technology and E-business, to provide target customers with better service, more and more enterprises begin to develop their online channel while selling products through traditional channels. In dual-channel environment, more and more consumers become the uses of both the channels. Comparing to the single-channel environment, consumers in dual-channel environment change their purchasing behavior a lot;and the research shoppers appear. For search products, research shoppers prefer searching for related information online but buying through offline channel; for experiential products, research shoppers prefer experiencing product quality through offline channel but buying online. So, to better control the purchasing behavior of research shoppers, on the one hand, we should build the channel by taking customers as the center, encourage customers to adopt certain channel with the help of different marketing strategies, and guide them to their preferred channel according to product categories. On the other hand, we should integrate different channels according to product categories, attract online customers to purchase through offline channel with the help of promotion, give full play to the role of physical shops in demonstrating and experiencing experiential products, strengthen online channels’ convenience of payment and safety and increase the speed of delivery and attract the customers to complete their purchasing online. We should also strengthen the targeting mechanism by proving accurate promote based on recording the customers’ address and ID number.