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企业越来越难以将销售简单地归类于“线下”或“线上”。21世纪初,“渠道模糊化(Channel Blurring)”常被用于描述新业态的出现,比如说购物中心、俱乐部侵入了传统零售中以超级市场为核心的市场体系。今天,“模糊(Blurring)”一词有了更多的含义,已经不再仅仅是在不同的业态中“分配”销售额了,今天的含义是,鼓励顾客参与到不同渠道中来,并最终达成购买。这才是未来的趋势所在。以通用汽车(GM)为例,它现在提供一种新的服务模式来吸引那些在买车前进行网上信息查阅、交流的潜在
It’s becoming increasingly difficult for businesses to easily classify sales simply as “offline” or “online.” In the early 2000s, “Channel Blurring” was often used to describe the emergence of new formats, such as shopping malls, which invaded traditional supermarket-centric marketing systems in traditional retail. Today, the word “Blurring” has more meaning than “distribution” sales in different formats. Today’s meaning is to encourage customers to participate in different channels Come and finally buy. This is the future trend. Take General Motors (GM) as an example, it now offers a new service model to appeal to those who are online shopping before buying information, the potential exchange