多渠道服务管理研究述评

被引：6

作者：

谢毅

机构：

[1] 对外经济贸易大学国际商学院

来源：

外国经济与管理 | 2012年 / 34卷 / 12期

关键词：

多渠道服务; 服务营销; 营销管理;

D O I：

10.16538/j.cnki.fem.2012.12.008

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

采用多种渠道相结合的方式递送产品和服务逐渐成为企业营销实践的新趋势。多渠道既给企业提供了新的发展机会和价值创造源泉,同时也向企业提出了挑战,因此,多渠道服务管理成为营销领域一个新的研究热点。本文从多渠道服务的概念、价值,企业对多种渠道的选择与管理以及多渠道服务模式下企业的营销策略等几个方面梳理了相关研究成果,并在此基础上提出了下一步理论和实证研究的方向。

引用

页码：71 / 78

页数：8

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