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多渠道营销是利用与消费者的沟通和互动的直接和间接的渠道，这些渠道包括网站，零售商店，邮购，邮寄，电子邮件，手机等（凯勒，2010）。它允许零售购房者选择自己喜爱的频道，以产品或服务，他们想购买响应（Kim等，2010）。总之，多渠道营销做的一切，以满足客户需要什么（阿什沃思等，2006）。多渠道营销有非常显著的影响，这体现在积极和消极的方面。

Multichannel Marketing is the use of direct and indirect channels in communication and interaction with consumers, these channels include websites, retail stores, mail order, mail, email, mobile phone and so on (Keller, 2010). It allows retail buyers to choose their favorite channels to respond to products or services that they would like to purchase (Kim et al., 2010). In short, multichannel marketing does everything to meet what customers need (Ashworth et al., 2006). Multichannel marketing has a very significant impact, which is reflected in a positive and a negative aspect.

首先，与一个狭窄的，单一的渠道，零售是通过商店，互联网，手机和其他渠道销售产品，这使零售企业扩大自己的市场份额（凯勒，2010）。第二，通过构建多渠道营销体系，零售企业是从多个渠道获取各种信息（基姆等人，2010），通过归纳、比较、分析的信息收集有用的信息，为零售业的发展提供适当的营销策略的依据。第三，建设一个多通道系统的表面上需要更多的投资比开发一个单一的渠道系统，但在实际的营销实践，多渠道的营销通常带来更多的产品销售大幅增加，分销成本的一个单一的产品将下降（阿什沃思等人，2006）。The positive includes: first, compared with a narrow, single channel, retailing is through stores, the Internet, mobile phone and other channels to sell products, which allows retail businesses to expand their market share (Keller, 2010). Second, through the construction of multi-channel marketing system, retail enterprises are from multiple channels to obtain all kinds of information (Kim et al., 2010), by induction, comparison, analysis of the information to collect useful information to provide a basis for the development of proper marketing strategy for retail buying. Third, construction of a multichannel system on the surface needs more investment than development of a single channel system, but in actual merchandising practices, multichannel marketing usually brings more substantial increase in product sales, distribution costs of a single product will fall (Ashworth et al., 2006). Moreover, marketing information and resources of each channel in propaganda, inventory management, logistics and other aspects can be shared, which is more easy to achieve advantages of scale to reduce marketing and management costs. Fourth, multichannel helps retailers to enhance brand value and improve consumption experience (Keller, 2010). Multichannel marketing can encourage consumers to change their traditional shopping habits, thus companies dealing with fashion retail merchandising practices can be based on new shopping habits of consumers to design the whole value chain and plan their multi-channel sales strategy, which will undoubtedly boost sales, truly take customers as the centric to ultimately enhance their retail brand value (Kim et al., 2010). Multichannel strategy helps these companies to give customers a consistent consumption experience of multichannel. Giving customers a good shopping experience is more important than short-term sales, which ultimately makes the sales of their overall brands highest.

The negative impact comes from two aspects. Firstly, through multichannel marketing, retailing companies bring their more influence and increased competitors (Keller, 2010). Secondly, provision of competitive offer in each channel separately may confuse fashion retail consumers and cause conflicts between the channels, which finally leads to mistrust of the consumers towards a brand, nor will the consumers be willing to make a purchase and interact among different channels (Ashworth et al.