Journal of Marketing Science ›› 2023, Vol. 3 ›› Issue (1): 2-17.

Previous Articles     Next Articles

Research on Omni-Channel Marketing in the Mobile Internet Age

Liu Yi ,Cui Haitao,Shu Sheng   

  1. 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

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