摘要
随着科技的发展,企业发现了新的零售渠道——线上电子商务平台。这让传统线下零售渠道一蹶不振,并与线上渠道进行多年的较量,论文分析了渠道冲突的成因和带来的影响。O2O模式的运用就是化解渠道冲突,开始走向融合的标志。
With the development of science and technology, companies find new retail channels, online e-commerce platform. It makes the traditional offline retail channels depressed, traditional offline retail channels competes with the online retail channel for many years. This paper analyzes the reasons of the conflict between the two channels and its influence. The application of O2 O model can solve the conflicts between the two channels, and lead them into integration, and the application of O2 O model is the sign of the integration.
出处
《中小企业管理与科技》
2018年第2期62-65,共4页
Management & Technology of SME
关键词
线上与线下渠道
联合营销
渠道融合
online and offline channels
joint marketing
integration of channel
