全渠道研究初探与消费情境演变的思考

来源 :华人学者营销协会,对外经济贸易大学 | 被引量 : 0次 | 上传用户：ytdpg

【摘要】

：

【作者】

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冯银虎董杰

【机构】

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内蒙古工业大学管理学院,内蒙古呼和浩特010051

【出处】

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华人学者营销协会,对外经济贸易大学

【发表日期】

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2017年6期

【关键词】

：

消费情境消费行为销售渠道服务质量

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随着信息技术和商业实践的不断发展与消费行为的不断升级,近年来的渠道历程经历了从多渠道到跨渠道到现在全渠道的演化,国内外学者在全渠道的概念界定及全渠道下的消费者行为等方面进行了诸多探索.与此同时,传统的消费情境在新的技术与商业背景下发生了新的变化.消费情境从单一实体商店内的情境扩展至线下线上渠道内的综合情境,消费情境的边界需要扩充,各构成要素的内涵有所丰富.关于消费情境对消费行为的影响作用、消费情境各构成要素在作用于消费行为时的权重与要素间的交互作用都应当进行新的探索.而企业需要对全渠道背景下的消费情境进行新的考量与构建,同时全渠道下的渠道管理与设计也是企业实践与学术研究面对的实际问题.

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全渠道研究初探与消费情境演变的思考

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