摘要：
随着跨境电子商务的快速发展，多通道营销战略在B2C跨境电子商务中的应用越来越广泛。本文通过对跨境电子商务企业的实证研究，探讨了多通道营销战略在B2C跨境电子商务中的应用效果。研究结果表明，多通道营销战略可以提高企业的销售额和市场份额，增强企业的品牌知名度和客户忠诚度，提高企业的竞争力和盈利能力。同时，多通道营销战略也存在一些问题，如渠道管理难度大、成本高、信息不对称等。因此，企业应该根据自身情况选择合适的营销渠道，加强渠道管理，提高信息透明度，优化营销策略，以实现跨境电子商务的可持续发展。
关键词：多通道营销；B2C跨境电子商务；实证研究；应用效果
Abstract:
With the rapid development of cross-border e-commerce, multi-channel marketing strategies are becoming increasingly popular in B2C cross-border e-commerce. This paper explores the application effect of multi-channel marketing strategy in B2C cross-border e-commerce through empirical research on cross-border e-commerce enterprises. The results show that multi-channel marketing strategy can increase the sales and market share of enterprises, enhance the brand awareness and customer loyalty of enterprises, and improve the competitiveness and profitability of enterprises. At the same time, multi-channel marketing strategy also has some problems, such as difficult channel management, high cost, and information asymmetry. Therefore, enterprises should choose suitable marketing channels according to their own situation, strengthen channel management, improve information transparency, optimize marketing strategies, and achieve sustainable development of cross-border e-commerce.
Keywords: multi-channel marketing; B2C cross-border e-commerce; empirical research; application effect
多通道营销战略在B2C跨境电子商务中的实证研究
