移动互联网情境下的全渠道营销研究

营销科学学报 ›› 2023, Vol. 3 ›› Issue (1): 2-17.

移动互联网情境下的全渠道营销研究

刘益，崔海涛，束晟

刘益，上海交通大学安泰经济与管理学院教授，E-mail: liuyi76@sjtu.edu.cn

崔海涛，美国明尼苏达大学卡尔森管理学院教授，E-mail: tcui@umn.edu

束晟，通信作者，重庆理工大学管理学院讲师，E-mail: nateshu2020@qq.com

出版日期:2023-01-16 发布日期:2023-08-21
基金资助:
本研究得到国家自然科学基金重点项目（71832008）的资助，特此致谢。

Research on Omni-Channel Marketing in the Mobile Internet Age

Liu Yi ，Cui Haitao，Shu Sheng

Liu Yi ，Antai College of Economics and Management, Shanghai Jiao Tong University;
Cui Haitao，Carlson School of Management, University of Minnesota ；
Shu Sheng，School of Management, Chongqing University of Technology

Online:2023-01-16 Published:2023-08-21

摘要/Abstract

摘要： 2015年国家发布《关于推进线上线下互动，加快商贸流通创新发展转型升级的意见》以来，营销学学界对全渠道营销的关注热度空前高涨，全渠道营销研究已成为近年来营销研究领域的热门话题之一。本文依托国家自然科学基金重点项目“移动互联网情境下的全渠道营销研究”的工作，就渠道竞争与平台管控、渠道定位与协同、消费者渠道迁徙与隐私等全渠道研究的相关问题进行了探讨，并在此基础上提出了全渠道营销的未来研究方向。

关键词: 全渠道营销, 国家战略, 营销研究, 自科重点

Abstract: Since the General Office of the State Council of the People's Republic of China published "The opinions on promoting interaction between online and offline & rapidly developing transformation and upgrading of commercial circulation" in 2015, the marketing field's attention has soared on omni - channel marketing, making omni - channel marketing research become one of the hot topics in the field of marketing research in recent years. Based on "Research on Omni-Channel Marketing in the Mobile Internet Age" funded by the Key Project of National Natural Science Foundation of China, this article discusses three major issues including platform competition and management, channel positioning and coordination, customer migration and privacy. On the basis of that, the authors provide intriguing directions for future omni-channel marketing research.

Key words: omni-channel marketing, national strategy, marketing research, key project supported by NSFC

刘益, 崔海涛, 束晟. 移动互联网情境下的全渠道营销研究[J]. 营销科学学报, 2023, 3(1): 2-17.

Liu Yi , Cui Haitao, Shu Sheng. Research on Omni-Channel Marketing in the Mobile Internet Age[J]. Journal of Marketing Science, 2023, 3(1): 2-17.

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