The Research Of Multi-channel Design Based On Consumer Purchase Behavior

After entering the 21st century, the influence of marketing channels in enterprises operating is growing, which objectively requires the further research on management and strategy of the channel. Marketing channels is increasingly being seen as a strategic element by which enterprises can gain a competitive advantage. On the level of the channel structure research, channels' design research is an important part on the study of channels, and also multi-channels becomes the channel design trends, for its more flexible and practical. As more studies on the whole channel, multi-channel design study also be highlighted at the importance of appropriate.The channel designer is manufacturers or retailers, and the idea is to "consumer-oriented". But in reality channel design process, the concept is superficial, as well as their access to in-depth study. The analysis of consumer purchase behavior on the basis of the design of multi-channels which is based on quantitative is more absent. The study in this field of multi-channel model is even less because of the immature environment. For the past associated with the channel design of consumer purchase behavior concentrate on some of the factors of consumers purchasing behavior. Although the facial and points of the study field is more widespread, it has not yet formed a system. Based on the previous studies analyzed, the system is based on the consumer purchase behavior to set conditions for the analysis and identification of a multi-channel's design from two aspects of the association. And then go a further development to complete the multi - channel structure design system. At last do an actual use of the model to get a more detail understanding of the model. In this paper, the article always clutches the premise that the multi-channel design and analysis is based on the consumer purchase behavior. Expect that consumers can get the best angle channel design patterns by this method. In the multi-channel gradually become channels development trend of today, we hope to set channel structure and choice of channels from the fundamental perspective of the consumer purchase behavior. And by the in-depth understanding of consumers to purchase, we hope the multi-channel adapt to a greater degree of consumer demand as consumers trigger changed.