2015年国家发布《关于推进线上线下互动，加快商贸流通创新发展转型升级的意见》以来，营销学学界对全渠道营销的关注热度空前高涨，全渠道营销研究已成为近年来营销研究领域的热门话题之一。本文依托国家自然科学基金重点项目“移动互联网情境下的全渠道营销研究”的工作，就渠道竞争与平台管控、渠道定位与协同、消费者渠道迁徙与隐私等全渠道研究的相关问题进行了探讨，并在此基础上提出了全渠道营销的未来研究方向。

Since the General Office of the State Council of the People's Republic of China published "The opinions on promoting interaction between online and offline & rapidly developing transformation and upgrading of commercial circulation" in 2015, the marketing field's attention has soared on omni - channel marketing, making omni - channel marketing research become one of the hot topics in the field of marketing research in recent years. Based on "Research on Omni-Channel Marketing in the Mobile Internet Age" funded by the Key Project of National Natural Science Foundation of China, this article discusses three major issues including platform competition and management, channel positioning and coordination, customer migration and privacy.  On the basis of that, the authors provide intriguing directions for future omni-channel marketing research.