Online And Offline Synergy Marketing Strategy Of Multichannel Retailers

More and more traditional retailers trying marketing with O2 O, but channel coordination performance results differently, development level is uneven, synergistic effect and substitution effect are coexist. How to realize the collaborative marketing became a hot issue of research.This paper mainly studied the online and offline collaborative marketing strategy of multichannel-retailers. Focus on the impact of marketing strategy fit works on channel coordination performance.First of all, on the basis of theoretical analysis and literature review, build a research model; put forward the three operational dimensions of marketing strategy fit- product strategy fit, price strategy fit and promotion strategy fit- influence the channel coordination performance. In addition, the mediating role of customer trust and the moderation effect of channel integration.Secondly, through the variable definitions, questionnaire design, pre-research, determine the formal questionnaire 28 measuring item and officially collected 532 valid samples data. This paper empirical analysis these data using the SPSS 22.0 and Amos 20.0, get the demographics and measurement item of descriptive statistics, test reliability and validity of the results, the correlation analysis results. On this basis, the results of hypothesis testing are proved. The results showed that product strategy fit and promotion strategy fit respectively have a significant positive impact on customer trust and the channel coordination performance. Pricing strategies fit neither has significant impact on customer trust nor the channel coordination performance. Customer trust has a significant mediating effect between the product and promotion strategies fit and channel coordination performance. Channel integration adjusts the effect of price and promotion strategies fit impact on customer trust.Finally, according to this article research results, this paper put forward synergy marketing suggestions to multichannel-retailers. Such as improve product and promotion consistency, differential price and strengthen the channel integration.Based on the marketing strategy, this paper expand fit theory to the area of marketing strategy, help to understand the mechanism between online interactive consumer trust and perception of the performance of channel coordination, is an extension of multi-channel customer behavior research, has certain theoretical significance. On the basis of conclusion, this paper not only provide suggestions for the development of multichannel-retailers, reduce the randomness in decision making, improve the scientific of decision-making, but also has certain practical significance direction for online retailers to expand offline business.