| 多零售渠道环境下的零售渠道战略发展模式研究 |
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| 引用本文： | 范小军,陈宏民.多零售渠道环境下的零售渠道战略发展模式研究[J].软科学,2008,22(12). |
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| 作者姓名： | 范小军 陈宏民 |
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| 作者单位： | 1. 南京财经大学,营销与物流学院,南京,210007;上海交通大学,安泰经济与管理学院,上海,200052
2. 上海交通大学,安泰经济与管理学院,上海,200052 |
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| 基金项目： | 国家自然科学基金项目
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| 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。
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| 关 键 词： | 多零售渠道 消费者 渠道选择 供应商 零售渠道战略 |
Research on the Development Mode of Retail Channel Strategy under the Environment with Multiple Retail Channel |
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| FAN Xiao-jun,CHEN Hong-min.Research on the Development Mode of Retail Channel Strategy under the Environment with Multiple Retail Channel[J].Soft Science,2008,22(12). |
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| Authors: | FAN Xiao-jun CHEN Hong-min |
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| Institution: | FAN Xiao-jun1,2,CHEN Hong-min2(1.School of Marketing & Logistics,Nanjing University of Finance & Economics,Nanjing 210007,2.School of Antea Economics & Management,Shanghai Jiaotong University,Shanghai 200052) |
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| Abstract: | The paper proposes the development mode of retail channel strategy under multi-channel environment,it is made up of six key steps including setting the goal of retail channel strategy,distinguishing the need of consumer to choose retail channel,finding out all optional retail channel,evaluating economics of every channel,establishing decision-making rules and choose retail channel strategy,executing retail channel strategy. |
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| Keywords: | multiple retail channel consumer choosing channel provider retail channel strategy |
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