How the Roles of Internet Affect Successful Mulfichannel Retailing?--The Exploratory Analysis from America

摘要：

　　More retailers are now incorporating the Internet as a channel to their existing operations and becoming multichannel retailers.However,not all multichannel retailers are successful in their attempts and even some otherwise successful traditional retailers have failed to capitalize on the Internet as a retail channel.This paper explores the various multichannel strategies of some American prominent retailers in an attempt to identify key success factors in the incorporation of the Internet as a distribution channel.This exploratory analysis concludes with some managerial implications on the use of the Internet as an element of a retailers multichannel strategy.

关键词： Multichannel Retailing Internet Success Factors

作者: Lifan Yang

作者单位: Business School, East China University of Political Science and Law, Shanghai, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 183-190

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）