Multi Channel Marketing[多渠道营销]

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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
• 非人际沟通与面对面沟通
• 社会性沟通与工具性沟通（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]和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

• 同时适用于B2C与B2B。
• 同时适用于公共机构与私人组织。
• 顾客关系管理实践的有效组成部分。
• Bricks and Clicks[砖块加鼠标]

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]。

论坛 新主题 多渠道营销论坛。 Trends in Omnichannel Marketing Omnichannel Marketing is slowly converting into a mainstream practice. Kotler et al, in Marketing 4.0 suggest following (...) 4   How to Use Social Media in the Sales Process When we use an appropriate type of social media, this could benefit particular steps in the sales process. In order to d (...) 4   Omnichannel Retailing: Tips and Best Practices Omnichannel is a multichannel sales approach that aims to provide customers with a seamless shopping experience across a (...) 3   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 (...) 2   1条评论 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? W (...) 1   开始一个新的论坛主题关于多渠道营销。更多资讯。 分享您的意见，知识和经验或提出问题（免费注册第一）

最佳实践 注册 关于多渠道营销的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 Build Strategic Partnerships as Marketing Channels We can build a strategic partnership to be a marketing channel. Recently, many businesses are creating relationships wit (...) 37   1条评论

专家提示 注册 关于Multi Channel Marketing (Multi Channel Strategy)（英语）的高级见解。在这里，您将找到专家的专业建议。 Identifying the Causes of Channel Conflict Avoiding Pitfalls in Multi-Channel Marketing Channel conflict is generated when one channel member�s action prevents another channel from achieving its goal. Therefo (...) Measuring the True Effectiveness of Multiple Advertising Channels Advertising Effectiveness Large firms are spreading their sometimes immense advertising budgets over multiple channels (online, TV, radio, print, (...) 5 Strategic Best Practices for Mixed Physical-Digital Businesses Bricks and Clicks Strategy, Clicks and Mortar Strategy, Mixed Digital-Physical, Digical Mashup Many (retail) firms run their digital and physical business independently. However, combining these two channels or oper (...)

信息来源 注册 有关多渠道营销的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Media Selection: Media Characteristics, Types, Advantages and Disadvantages Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling This presentation elaborates the concept of media, related to consumer behaviour and businesses. The presentation includ (...) Channel Power in Multi-Channel Environments Multi Channel Marketing Paper by Sonja Gensler, Marnik G. Dekimpe and Bernd Skiera. In the literature, little attention has been paid to instanc (...) The Internet / Social Media Revolution Social Media, Internet Strategy, Internet Impact, Digital Revolution Video shows how fast social media is growing. And gives a clear status of the position of social media by 2014. Great s (...) The 2 Worlds of Marketing and Sales Making Sales and Marketing Work Together, Understanding the Differences Funny explanation of Marketing and Sales by contrasting and comparing them with short sketches. (...) Multi Channel Communications Multi Channel Marketing, Management Short presentation about multi channel marketing, including: 1. Definition of multi-channel marketing 2. Channel optio (...) Multi Channel Marketing Diagram Multi Channel Marketing Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in (...)

研究链接 注册 自动跳入有关以下内容的其他有用资源多渠道营销。 新闻 视频 简报 书比人好 更多

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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