多零售渠道环境下的零售渠道战略发展模式研究

被引：14

作者：

范小军 ^{[1
,2
]}

陈宏民 ^{[2
]}

机构：

[1] 南京财经大学营销与物流学院

[2] 上海交通大学安泰经济与管理学院

来源：

软科学 | 2008年 / 22卷 / 12期

关键词：

多零售渠道; 消费者; 渠道选择; 供应商; 零售渠道战略;

D O I：

暂无

中图分类号：

F713.32 [零售贸易];

学科分类号：

1201 ;

摘要：

提出了多渠道环境下的零售渠道战略发展模式,该模式由设定零售渠道战略目标、识别消费者选择渠道的需求、找出可供选择的零售渠道、评估每种渠道的经济性、确定决策规则并选择零售渠道战略、执行零售渠道战略六个关键步骤组成。

引用

页码：80 / 85

页数：6

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