Multi Channel Marketing[多渠道营销]

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通过联合、加强两条或更多的营销渠道,以实现顾客关系及交互的全过程管理。 多渠道营销解析。

目录

  1. 摘要
  2. 论坛
  3. 最佳实践
  4. Expert Tips
  5. 相关资料
  6. 打印

什么是多渠道营销? 释义

电话、传真、电子邮件、手机以及互联网等通信传媒问世不久,便无一例外地被快速引进到商业世界的业务往来之中,渐次成为新颖别致的营销渠道。 但长期以来,这些渠道往往被视为相互独立的。 多渠道营销(Multi Channel Marketing)理念就是主张通过联合、加强两条或更多的营销渠道,以实现对顾客关系及交互的全过程管理。


现存哪些沟通渠道? 类型

商业世界的沟通渠道可以按以下类别进行分类:

  • 一对多(收音机、电视、杂志,报纸)对一对一沟通(直接销售,服务员工)。 网站、电邮、信函、电话在某种程度上居于二者之间
  • 非人际沟通面对面沟通
  • 社会性沟通工具性沟通(效率优先)
  • 交互式沟通(互联网)与非交互式沟通(被动的)
  • 单感觉沟通(收音机、杂志)与多感觉沟通(直接销售、现实模拟)
  • 传统型沟通(以年长者、保守者为对象)与新技术型沟通(以年轻人为对象)
  • 比较: TDC Matrix[TDC矩阵]Impact/Value framework[影响/价值框架图]Twelve Principles of the Network Economy[网络经济12法则]

需要注意的是,多渠道营销旨在通过整合运用一种以上的营销渠道去实现产品或服务的销售,请勿与综合运用多种媒体的广告相混淆。
 

多渠道营销的运用。 应用

多渠道营销 - 渠道与阶段多渠道营销步骤。 流程

在顾客关系管理和销售循环的不同阶段,有不同的销售渠道可供选择(参见附图):

  • 吸引
  • 知会
  • 建议
  • 交易/签约
  • 支持/服务
  • 关系构建

多渠道营销的优势。 优点

  • 通过在实践中充分发挥各渠道之所长,提高营销效率,降低营销成本。

  • 扩大市场覆盖面,提高顾客普及率。

多渠道营销的局限。 缺点

  • 多渠道管理绝非易事,具有挑战性。 诸多商业在传统上即按渠道进行组织运营,对其进行多渠道整合存在现实难度。
  • 特定的顾客被某些渠道排斥在外在所难免, 这一尴尬事实极易激怒他们。
  • 亦有可能存在潜在渠道冲突,如直接销售与间接渠道(与合作公司)之间的冲突。 比较: Bricks and Clicks[砖块加鼠标]


多渠道营销论坛
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  What is Global Distribution in Marketing?
Can anybody give a good definition of global distribution, what factors it considers, and in what way it is done?
What are the advantages, disadvantages, and pitfalls of GD? Thanks....
     
 
  Channel Marketing Strategies of Software Firms
I am looking for more information about channel marketing and what could be strategies used by software companies. Thank you.....
     
 
  Build Strategic Partnerships as Marketing Channels
We can build a strategic partnership to be a marketing channel. Recently, many businesses are creating relationships with strategic partners and develop them as a strategic partner. In spite of different business domains, or cross industry, we will g...
     
 

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最佳实践 - 多渠道营销 高级帐户

Expert Tips (ENG) - Multi Channel Marketing (Multi Channel Strategy) 高级帐户
 

Identifying the Causes of Channel Conflict

Channel conflict is generated when one channel members action prevents another channel from achieving its goal. Therefore, it is important to identif...
Usage (application)Avoiding Pitfalls in Multi-Channel Marketing
 
 
 

Measuring the True Effectiveness of Multiple Advertising Channels

Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, other). But what channel is mo...
Usage (application)Advertising Effectiveness
 
 
 

5 Strategic Best Practices for Mixed Physical-Digital Businesses

Many (retail) firms run their digital and physical business independently. However, combining these two channels or operations makes it more attractiv...
Usage (application)Bricks and Clicks Strategy, Clicks and Mortar Strategy, Mixed Digital-Physical, Digical Mashup
 
 

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营销渠道
     

比较: Customer Relationship Management[顾客关系管理]  |  Analytical CRM[分析型顾客关系管理]  |  Operational CRM[运营型顾客关系管理]  |  TDC Matrix[TDC矩阵]  |  Impact/Value framework[影响/价值框架图]  |  Bricks and Clicks[砖块加鼠标]


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