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Abstract The multi-channel retail model that combines both physical stores and online stores is becoming the developing trend of global retailing, but synergistic effect and dilution effect coexist in both online and offline channel, then, how to achieve channel integration through marketing synergy become a heated research topic in the retail sector. Taking Suning as an example, this paper makes an in-depth analysis about marketing synergy strategy, key factors in the strategic decision making process and its performance. On this basis, the paper puts forward four marketing synergy strategic orientations: separation, synergy, integration, and parallel. And also, this paper develops a theoretical framework for online and offline marketing synergy, which consists of six key factors, including consumer characteristics, cost, life cycle, competition strength, complementarily and economies of scale, obtained from the case study as independent variables, multi-channel retailers’ own factors and the external environment factors as moderator variables, and its performance as an outcome variable. Finally, management operational suggestions are proposed for multi-channel retailers.
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2013, Vol. 
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