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1、AbstractAbstractMoreandmoretraditionalretailerstryingmarketingwithO2O,butchannelcoordinationperformanceresultsdifferently,developmentlevelisuneven,synergisticeffectandsubstitutioneffectarecoexist.Howtorealizethecollaborativemarketingbecameahotissueofresearch.Thispapermainly
2、studiedtheonlineandofflinecollaborativemarketingstrategyofmultichannel-retailers.Focusontheimpactofmarketingstrategyfitworksonchannelcoordinationperformance.Firstofall,onthebasisoftheoreticalanalysisandliteraturereview,buildaresearchmodel;putforwardthethreeoperationaldimens
3、ionsofmarketingstrategyfit-productstrategyfit,pricestrategyfitandpromotionstrategyfit-influencethechannelcoordinationperformance.Inaddition,themediatingroleofcustomertrustandthemoderationeffectofchannelintegration.Secondly,throughthevariabledefinitions,questionnairedesign,p
4、re-research,determinetheformalquestionnaire28measuringitemandofficiallycollected532validsamplesdata.ThispaperempiricalanalysisthesedatausingtheSPSS22.0andAmos20.0,getthedemographicsandmeasurementitemofdescriptivestatistics,testreliabilityandvalidityoftheresults,thecorrelati
5、onanalysisresults.Onthisbasis,theresultsofhypothesistestingareproved.Theresultsshowedthatproductstrategyfitandpromotionstrategyfitrespectivelyhaveasignificantpositiveimpactoncustomertrustandthechannelcoordinationperformance.Pricingstrategiesfitneitherhassignificantimpactonc
6、ustomertrustnorthechannelcoordinationperformance.Customertrusthasasignificantmediatingeffectbetweentheproductandpromotionstrategiesfitandchannelcoordinationperformance.Channelintegrationadjuststheeffectofpriceandpromotionstrategiesfitimpactoncustomertrust.Finally,accordingt
7、othisarticleresearchresults,thispaperputforwardsynergymarketingsuggestionstomultichannel-retailers.Suchasimproveproductandpromotionconsistency,differentialpriceandstrengthenthechannelintegration.Basedonthemarketingstrategy,thispaperexpandfittheorytotheareaofIII华侨大学硕士学位论文mar
8、ketingstrategy,helptounderstandthemechanismbetweenonlineinteractiveconsumertrustan
