earticle

영어

The distribution and marketing has faced a new business environment with the advent of mobile distribution channels. Due to the prevalence of smartphones and SNS, distribution structures in the market are changing naturally from multi-channel to omni-channel. Recently, omni-channel strategies have been established and implemented in many domestic distributors. This paper has proceeded with a preliminary study on how the change of the distribution structure to the omni-channel affects the supply chain management. To do this, we first looked at the cases of omni-channel strategy. Based on the systematic classification of the strategies implemented in the cases, strategies for strengthening the omni-channel were derived from statistical testing of hypotheses and research models.