中文摘要：

网上商店和实体商店的并存发展给双方都带来了巨大的挑战，很多企业不得不考虑、尝试或者已经开始多渠道的协同发展，即实体商店开设网上商店，网上商店开设实体商店。然而令人遗憾的是，很多企业仍然面临着亏损问题，其中一个重要原因是它们忽略了网上商店和实体商店的异同点。为此，文章从零售功能、营销组合要素和业务流程等方面，对网上商店和实体商店的营销异同点进行讨论。研究发现，网上商店和实体商店都是提供“社交、娱乐和零售”等综合性功能的场所，这些功能的实现需要有机组合各种零售营销组合要素和构建业务流程。同时，由于二者分属于两种不同的零售业态，因此在目标顾客、营销定位、零售营销组合和业务流程等要素方面均存在差异。在此基础上，文章提出了多渠道协同的策略建议。

英文摘要：

The co-existence of online and offline stores provides a challenge for both retailers. Many of the retailers have integrated and managed multiple-channels. A numerous physical retailers do have their own online stores, and the online retailers want to build the offline stores. However, most of them have burned more money but have got less profit. One important reason is that they have neglected the differences in online and offline stores. This paper is to compare the marketing strategy between online and offline stores. The research indicates that both online and offline retailers have similarities on retail function, retail marketing mix and business process. However, they also have differences in targeted customers, marketing positions, retail marketing mix and business process because they belong to two retail types. On that basis, this paper puts forward the strategic suggestion of multi-channel synergy strategy.