林炳坤吕庆华杨敏

摘要：在理论分析和文献梳理基础上，构建多渠道零售商线上线下营销策略契合度对渠道协同绩效的影响模型，其中顾客信任为中介变量，渠道整合为调节变量。对532份有效问卷数据展开实证分析，结果显示：产品策略契合度对顾客信任和渠道协同绩效有正向影响；促销策略契合度对顾客信任有正向影响，对渠道协同绩效无正向影响；价格策略契合度对顾客信任、渠道协同绩效均无正向影响；顾客信任在产品策略契合度、促销策略契合度与渠道协同绩效之间关系起中介作用；渠道整合在产品策略契合度、促销策略契合度与顾客信任之间关系起调节作用。

关键词：多渠道零售；线上线下模式；协同营销；契合度

DOI：10.13956/j.ss.1001-8409.2016.12.29

中图分类号：F274；F71354 文献标识码：A 文章编号：1001-8409（2016）12-0135-05

Study on Online to Offline Collaborative Marketing

Strategy of Multichannel Retailers

LIN Bingkun1， LV Qinghua2， YANG Min2

（1.School of Business， Minnan Normal University， Zhangzhou 363000；

2. School of Business Administration， Huaqiao University， Quanzhou 362021）

Abstract：Based on the theoretical analysis and literature review， this paper puts forward a research model of the impact of marketing strategy fit on the channel collaboration performance， in which the customer trust is regarded as the mediating variable and the channel integration is regarded as the moderating variable. Then， it carries out an empirical analysis on 532 valid samples data. Results show that product strategy fit has positive impact on customer trust and the channel collaboration performance， promotion strategy fit has positive impact on customer trust but not have positive impact on channel collaboration performance. Pricing strategy fit neither has positive impact on customer trust nor the channel collaboration performance. Customer trust respectively plays a mediating role between product strategy fit， promotion strategy fit and channel collaboration performance. And the channel integration respectively plays a moderating role between product strategy fit， promotion strategy fit and channel collaboration performance.

Key words： multichannel retailing； online to offline model； collaborative marketing； fit

随着电子商务、移动商务的日益普及，传统渠道和互联网渠道的组合成为零售业的发展方向。Lee等认为，零售商多渠道整合实践能使渠道间形成协同效应，因为渠道多样性和丰富性会产生累加效应，使每个渠道的经营绩效得到改善[1]。但Chiu等指出，实体渠道引入网站作为信息渠道会带来许多负面影响，原因是多数消费者会选择在网站完成交易，并且消费总额会减少，产生替代效应[2]。可见，零售渠道线上线下协同效应与替代效应并存。因此，零售企业需要权衡多渠道分销过程中的融合与分离，做出更加复杂的营销决策[3]。研究多渠道零售商线上线下协同营销策略，揭示渠道协同绩效的关键影响因素及其形成机理，能够为多渠道零售商制定提升协同营销绩效策略提供理论依据。……