摘要:在互联网高速发展的背景下，线上商店与线下实体终端结合而形成的多渠道零售整合已经逐渐成为一种趋势。环顾四周，已经有很多的传统零售商都已经向多渠道零售的方向延伸，比如沃尔玛、家乐福，国内的苏宁等大型连锁实体终端，在电子商务的带动下，都已开展属于自己的网上商城。相反，一些传统的电子商务的线上企业也在往线下发展的趋势，如麦考林等大型网商，还有一些小的淘宝商家也开始尝试线上线下结合的模式。

　　　他们为何都向着成本比较高的实体结合发展，这必然是有很大原因的。多渠道零售的发展，是支撑他们这么做的最大原因。因为他们不仅可以通过现有的品牌效应和顾客的忠诚度，更大的去满足消费者的需求。而且这样做可以为顾客提供更多的个性化服务，反过来在一定程度上更巩固了消费者的忠诚度和信任度。

　　　同时，很多企业都纷纷开设自己的网店，从一定程度可以说它们也加入了零售业的大家庭。如何去整合多渠道零售方式，是关乎企业能否与时俱进，提升竞争力的重要手段。

关键字：多渠道零售  网络  企业  消费者

Abstract:In the context of the rapid development of the Internet, online stores and offline terminals combined entity formed by the integration of multichannel retailing has gradually become a trend. Look around, there are already a lot of traditional retailers have to extend in the direction of multichannel retailing, such as Wal-Mart, Carrefour, Suning and other large chain of domestic entities terminal, driven by e-commerce, have been carried out are their own online store. On the contrary, some previously only online e-commerce companies are also under development with the trend lines, such as McCaw and other large network operators, as well as some small Taobao merchants have begun to try a combination of online and offline mode.

　　　Why did they have toward the relatively high cost of the entity combining development, which must be a great reason. The development of multi-channel retailing is the biggest reason they do support. Because they can not only through existing brand and customer loyalty, greater to meet consumer demand. And to do so can provide customers with more personalized service, in turn, to a certain extent, a stronger consumer loyalty and trust.

　　　Meanwhile, many enterprises have set up their own shop, to some extent it can be said that they have joined the retail family. How to integrate multi-channel retail is about the ability of the business with the times, an important means to enhance competitiveness.

Keywords：Multi-channelretailing; Network; Enterprise; Consumer