摘要
零售企业线上线下协同包括战略协同、流程协同、营销策略协同和经营保障协同,协同程度可分为完全协同、中度协同和差异化经营。战略协同是协同的方向和起点,决定着流程协同的程度和营销策略协同的战术,同时影响保障体系的设置;流程协同是战略协同实现的条件,是营销策略协同的基础;营销策略协同是协同的具体实施,直接影响协同的效果;经营保障协同是企业协同战略的保障,提供线上线下协同经营的配套设施。
Online and offline coordination of retail enterprises includes the coordination of strategy,process,marketing strategy and operation guarantee;according to the level of coordination,theses coordination can be divided into perfect coordination, moderate coordination and differential operation. Strategy coordination is the orientation and start point of coordination,which can be used to determine the level of process coordination and the skill of marketing strategy coordination and has the impact on the set of guarantee system;process coordination is the condition for the realization of strategy coordination and the basis for marketing strategy coordination;marketing strategy coordination is the implementation of coordination,and it has impact on the effect of coordination;and operation guarantee coordination is the guarantee of enterprise coordination strategy and can provide the supporting system for online and offline coordinated operation.
出处
《中国流通经济》
CSSCI
北大核心
2015年第2期57-64,共8页
China Business and Market
基金
教育部人文社科研究规划基金项目"零售企业实体店铺与网络零售协同经营研究"(项目编号:13YJA630128)
国家社会科学基金项目"政府基本公共服务提供与民生需求保障协同机制研究"(项目编号:13BGL147)
国家自然科学基金项目"基于风险视角的移动支付用户采纳及创新扩散机理研究"(项目编号:71301089)的资助
关键词
实体零售
网络零售
线上线下
协同经营机制
retail in physical shops
online retail
online and offline
coordinated operation mechanism
