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随着移动互联网的迅猛发展,客户接触产品或服务购买的渠道越来越多样化,这让以“Brick+Click”线下渠道为主的传统企业不得不纷纷涉“电”。如何定位线下渠道与线上渠道关系,并让两者有机融合、有序发展成为摆在传统企业面前亟待解决的难题。本文分析了传统企业进入互联网领域的风险、线上线下渠道的定位、线上线下渠道融合的必要性及难点,提出了线上线下渠道融合发展的演进路径及融合策略,并给出渠道融合应用场景示例。
With the rapid development of mobile Internet, customers have become more and more diversified in terms of access to products and services, which has forced traditional enterprises mainly focusing on the “Brick + Click” line to engage in “power”. How to locate the relationship between offline channels and online channels, and make the two organic integration and orderly development become the problems to be solved in the face of traditional enterprises. This article analyzes the risk of traditional enterprises entering the Internet, the positioning of online and offline channels, the necessity and difficulty of online and offline channel convergence, and proposes the evolution path and convergence strategy of online and offline channel convergence and development, and gives the application of channel convergence Scene example.