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| 线上线下双渠道市场营销战略 摘要：随着互联网信息技术的不断创新，网络消费已经发展成为世界各地的主流趋势，线上网络渠道的出现对传统营销渠道产生了很大的影响。线上网络渠道的产生不仅改变了传统渠道结构，还增加了渠道形式的多样性，为企业带来了前所未有的机遇。随着线上网络渠道的不断发展和成熟，尤其是它的快捷高效吸引了越来越多的企业逐渐开始拓展线上网络渠道。然而线上网络渠道和线下实体渠道往往独立经营，两者之间缺乏沟通和相互理解，因此容易产生冲突，从而严重损害品牌形象及公司整体利益，品牌附加值也将大打折扣。零售商如何利用自有品牌的双渠道营销发挥价值引领和示范作用呢？本文拟对双渠道营销的有关问题进行探索式研究，为企业双渠道营销协调提出发展建议。本文的研究可以丰富双渠道营销的发展理论。 关键词：双渠道、李宁、市场营销 Online and offline dual-channel marketing strategy research Abstract: With the continuous innovation of Internet information technology,online consumption has developed into a mainstream trend all over the world,and the emergence of online online channels has had a great impact on traditional marketing channels. The emergence of online network channels has not only changed thetraditional channel structure,but also increased the diversity of channel forms, bringing unprecedented opportunities for enterprises. With the continuous development and maturity of online network channels,especially its speed and efficiency, more and more companies have gradually begun to expand online network channels. However, online network channels and offline physical channels are often operated independently, and there is a lack of communication and mutual understanding between the two,so conflicts are likely to occur,which will seriously damage the brand image and the company's overall interests, and the added value of the brand will also be greatly reduced. How can retailers use the dual-channel marketing of their own brands to play the role of leading and demonstrating value? This article intends to conduct an exploratory research on the related issues of dual-channel marketing,and put forward development suggestions for the coordination of dual-channel marketing for enterprises. The research in this article can enrich the development theory of dual-channel marketing. Keywords: dual channel, Li Ning,marketing |
