申请硕士用students applying ：Postgraduate Certificate Fashion

多渠道营销是利用直接和间接渠道与消费者进行沟通和互动，这些渠道包括网站、零售店、邮购、邮件、电子邮件、手机等（Keller，2010年）。它允许零售买家选择他们最喜欢的渠道来响应他们想要购买的产品或服务（Kim等人，2010年）。简言之，多渠道营销竭尽所能满足客户的需求（Ashworth等人，2006年）。多渠道营销具有非常显著的影响，体现在正反两个方面。

Multichannel marketing is the use of direct and indirect channels in communication and interaction with consumers, these channels include websites, retail stores, mail order, mail, email, mobile phone and so on (Keller, 2010). It allows retail buyers to choose their favorite channels to respond to products or services that they would like to purchase (Kim et al., 2010). In short, multichannel marketing does everything to meet what customers need (Ashworth et al., 2006). Multichannel marketing has a very significant impact, which is reflected in a positive and a negative aspect. 

积极的方面包括：首先，与狭隘的单一渠道相比，零售是通过商店、互联网、手机等渠道来销售产品，这使得零售企业能够扩大其市场份额（Keller，2010年）。第二，通过构建多渠道营销体系，零售企业从多渠道获得各种信息（Kim等人，2010年），通过对信息的归纳、比较、分析，收集有用的信息，为制定合适的零售采购营销策略提供依据。第三，表面上多渠道系统的建设需要比单渠道系统的开发更多的投资，但在实际的营销实践中，多渠道营销通常会带来更大的产品销售增长，单一产品的分销成本会下降（Ashworth等人，2006年）。此外，各渠道在宣传、库存管理、物流等方面的营销信息和资源可以共享，更容易实现规模优势，降低营销管理成本。第四，多渠道帮助零售商提升品牌价值，改善消费体验（Keller，2010年）。多渠道营销可以鼓励消费者改变传统的购物习惯，因此，从事时尚零售的公司可以根据消费者的新购物习惯，设计整个价值链，规划其多渠道销售策略，无疑会促进销售，真正把顾客作为以最终提升其零售品牌价值为中心（Kim等人，2010年）。多渠道战略帮助这些公司为客户提供多渠道的一致消费体验。给顾客一个良好的购物体验比短期销售更重要，这最终使他们的整体品牌的销售额最高。

The positive includes: first, compared with a narrow, single channel, retailing is through stores, the Internet, mobile phone and other channels to sell products, which allows retail businesses to expand their market share (Keller, 2010). Second, through the construction of multi-channel marketing system, retail enterprises are from multiple channels to obtain all kinds of information (Kim et al., 2010), by induction, comparison, analysis of the information to collect useful information to provide a basis for the development of proper marketing strategy for retail buying. Third, construction of a multichannel system on the surface needs more investment than development of a single channel system, but in actual merchandising practices, multichannel marketing usually brings more substantial increase in product sales, distribution costs of a single product will fall (Ashworth et al., 2006). Moreover, marketing information and resources of each channel in propaganda, inventory management, logistics and other aspects can be shared, which is more easy to achieve advantages of scale to reduce marketing and management costs. Fourth, multichannel helps retailers to enhance brand value and improve consumption experience (Keller, 2010). Multichannel marketing can encourage consumers to change their traditional shopping habits, thus companies dealing with fashion retail merchandising practices can be based on new shopping habits of consumers to design the whole value chain and plan their multi-channel sales strategy, which will undoubtedly boost sales, truly take customers as the centric to ultimately enhance their retail brand value (Kim et al., 2010). Multichannel strategy helps these companies to give customers a consistent consumption experience of multichannel. Giving customers a good shopping experience is more important than short-term sales, which ultimately makes the sales of their overall brands highest.

负面影响来自两个方面。首先，通过多渠道营销，零售公司带来了更多的影响力，增加了竞争对手（Keller，2010年）。其次，在每个渠道单独提供竞争性报价可能会混淆时尚零售消费者，导致渠道之间的冲突，最终导致消费者对品牌的不信任，消费者也不会愿意在不同渠道之间进行购买和互动（Ashworth等人，2006）。因此，零售商应协调各销售渠道的工作，避免各销售渠道之间存在不正当的价格竞争。

The negative impact comes from two aspects. Firstly, through multichannel marketing, retailing companies bring their more influence and increased competitors (Keller, 2010). Secondly, provision of competitive offer in each channel separately may confuse fashion retail consumers and cause conflicts between the channels, which finally leads to mistrust of the consumers towards a brand, nor will the consumers be willing to make a purchase and interact among different channels (Ashworth et al., 2006). Therefore, retailers should co-ordinate the work of the various sales channels to avoid undue price competition between the various channels.

总体而言，多渠道对时尚零售采购和营销实践的影响总体上是积极的，而零售企业应采取适当的策略，消除和减少多渠道营销带来的负面影响。Overall, what multichannel impacts fashion retail buying and merchandising practices is generally positive, while retail enterprises should take appropriate strategies to eliminate and reduce the negative impact brought about by the multi-channel marketing.

 

References

Ashworth, C. J., Schmidt, R. A., Pioch, E. A. and Hallsworth, A. (2006). An approach to sustainable ‘fashion’ e-retail: a five-stage evolutionary strategy for ‘Clicks-and-Mortar’ and ‘Pure-Play’ enterprises. Journal of Retailing and Consumer Services, 13(4), 289-299.

Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.

Kim, M., Kim, S. and Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers’ brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286-293.