{"id":22971,"date":"2026-02-09T16:42:35","date_gmt":"2026-02-09T15:42:35","guid":{"rendered":"https:\/\/www.cvs-avocats.com\/?page_id=22971"},"modified":"2026-03-23T10:59:59","modified_gmt":"2026-03-23T09:59:59","slug":"guide-marketing-distribution-numerique","status":"publish","type":"page","link":"https:\/\/www.cvs-avocats.com\/fr\/guide-marketing-distribution-numerique\/","title":{"rendered":"[GUIDE] Marketing et distribution en ligne :  ma\u00eetrisez les r\u00e8gles"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Droit de l&rsquo;\u00e9conomie num\u00e9rique<\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-animated-link\"><a class=\"wp-block-button__link wp-element-button\" href=\"#telecharger\">T\u00e9l\u00e9charger le guide<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>La transformation num\u00e9rique a profond\u00e9ment red\u00e9fini les codes du marketing et de la distribution. <strong>L\u2019essor des plateformes, des marketplaces, des r\u00e9seaux sociaux et des strat\u00e9gies d\u2019influence a boulevers\u00e9 les parcours d\u2019achat, les relations entre acteurs et les \u00e9quilibres concurrentiels. <\/strong>Dans cet environnement en constante \u00e9volution, les entreprises doivent sans cesse adapter leurs pratiques pour rester visibles, attractives et performantes.<\/p>\n\n\n\n<p><strong>Mais ces nouvelles opportunit\u00e9s s\u2019accompagnent \u00e9galement de risques juridiques accrus. <\/strong>Publicit\u00e9, r\u00e9f\u00e9rencement, politique de prix, relations avec les plateformes ou organisation des r\u00e9seaux de distribution : chaque choix strat\u00e9gique soul\u00e8ve des questions de conformit\u00e9 et de responsabilit\u00e9. Ma\u00eetriser les r\u00e8gles applicables \u00e0 la distribution num\u00e9rique est devenu <strong>un enjeu cl\u00e9 pour s\u00e9curiser ses actions et p\u00e9renniser son mod\u00e8le \u00e9conomique<\/strong>.<\/p>\n\n\n\n<p>C\u2019est dans cette perspective que ce guide a \u00e9t\u00e9 con\u00e7u : offrir une lecture claire et structur\u00e9e des grands enjeux juridiques li\u00e9s au marketing et \u00e0 la distribution num\u00e9rique, afin d\u2019accompagner marques et distributeurs dans leurs r\u00e9flexions strat\u00e9giques.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-src=\"https:\/\/www.cvs-avocats.com\/wp-content\/uploads\/2026\/01\/Mock-up-2-3-edited.jpg\" alt=\"\" class=\"wp-image-23004 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2333px; --smush-placeholder-aspect-ratio: 2333\/1555;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Partie 1 : Attirer les clients<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L&rsquo;optimisation des strat\u00e9gies de r\u00e9f\u00e9rencement<\/li>\n\n\n\n<li>Le marketing d\u2019influence et de notori\u00e9t\u00e9<\/li>\n\n\n\n<li>L&rsquo;attractivit\u00e9 des prix et la loyaut\u00e9 des prix promotionnels<\/li>\n\n\n\n<li>L&rsquo;utilisation des donn\u00e9es personnelles \u00e0 des fins commerciales ou marketing<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Partie 2 : Ma\u00eetriser ses canaux de distribution<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Exclusivit\u00e9s et commerce en ligne<\/li>\n\n\n\n<li>Opportunit\u00e9s de la distribution s\u00e9lective<\/li>\n\n\n\n<li>Opportunit\u00e9s li\u00e9es aux places de march\u00e9<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Partie 3 : Ma\u00eetriser sa politique tarifaire<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prix de vente conseill\u00e9s<\/li>\n\n\n\n<li>Diff\u00e9renciation tarifaire par canal de vente<\/li>\n\n\n\n<li>Contrats d&rsquo;ex\u00e9cution<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Partie 4 : Op\u00e9rer une place de march\u00e9  ou un comparateur<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Op\u00e9rer une place de march\u00e9 en ligne<\/li>\n\n\n\n<li>Op\u00e9rer un comparateur en ligne<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>AUTEURS<\/strong><\/h4>\n\n\n\n<p>&#8211; <a href=\"https:\/\/www.cvs-avocats.com\/fr\/avocats\/luc-marie-augagneur\/\">Luc-Marie Augagneur,<\/a> avocat associ\u00e9<br>&#8211; <a href=\"https:\/\/www.cvs-avocats.com\/fr\/avocats\/pauline-ducoin\/\">Pauline Ducoin<\/a>, avocat associ\u00e9<br>&#8211; <a href=\"https:\/\/www.cvs-avocats.com\/fr\/avocats\/clemence-heiter\/\">Cl\u00e9mence Heiter<\/a>, avocat<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group has-lightgrey-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"telecharger\">T\u00e9l\u00e9charger le guide<\/h2>\n\n\n\n<p>Un email contenant <strong>votre lien de t\u00e9l\u00e9chargement<\/strong> vous sera envoy\u00e9 apr\u00e8s l&rsquo;envoi du formulaire ci-dessous (pensez \u00e0 v\u00e9rifier votre dossier Courrier ind\u00e9sirable).  <\/p>\n\n\n\n<div class=\"forminator-guttenberg\"><div class=\"forminator-ui forminator-custom-form forminator-custom-form-7349   forminator_ajax\" data-forminator-render=\"0\" data-form=\"forminator-module-7349\" data-uid=\"6a04aeffed764\"><br\/><\/div><form\n\t\t\t\tid=\"forminator-module-7349\"\n\t\t\t\tclass=\"forminator-ui forminator-custom-form forminator-custom-form-7349   forminator_ajax\"\n\t\t\t\tmethod=\"post\"\n\t\t\t\tdata-forminator-render=\"0\"\n\t\t\t\tdata-form-id=\"7349\"\n\t\t\t\t data-color-option=\"default\" data-design=\"none\" data-grid=\"open\" style=\"display: none;\"\n\t\t\t\tdata-uid=\"6a04aeffed764\"\n\t\t\t><div role=\"alert\" aria-live=\"polite\" class=\"forminator-response-message forminator-error\" aria-hidden=\"true\"><\/div><div class=\"forminator-row\"><div id=\"name-1\" class=\"forminator-field-name forminator-col forminator-col-12 \"><div class=\"forminator-row forminator-no-margin\" data-multiple=\"true\"><div class=\"forminator-col forminator-col-md-6\"><div class=\"forminator-field\"><label for=\"forminator-field-first-name-1_6a04aeffed764\" id=\"forminator-field-first-name-1_6a04aeffed764-label\" class=\"forminator-label\">Pr\u00e9nom <span class=\"forminator-required\">*<\/span><\/label><input type=\"text\" name=\"name-1-first-name\" placeholder=\"E.g. 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Doe\" id=\"forminator-field-last-name-1_6a04aeffed764\" class=\"forminator-input\" aria-required=\"true\" data-multi=\"1\" autocomplete=\"family-name\" value=\"\" \/><\/div><\/div><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"email-1\" class=\"forminator-field-email forminator-col forminator-col-12 \"><div class=\"forminator-field\"><label for=\"forminator-field-email-1_6a04aeffed764\" id=\"forminator-field-email-1_6a04aeffed764-label\" class=\"forminator-label\">Adresse email <span class=\"forminator-required\">*<\/span><\/label><input type=\"email\" name=\"email-1\" value=\"\" placeholder=\"E.g. john@doe.com\" id=\"forminator-field-email-1_6a04aeffed764\" class=\"forminator-input forminator-email--field\" data-required=\"1\" aria-required=\"true\" autocomplete=\"email\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"text-1\" class=\"forminator-field-text forminator-col forminator-col-12 \"><div class=\"forminator-field\"><label for=\"forminator-field-text-1_6a04aeffed764\" id=\"forminator-field-text-1_6a04aeffed764-label\" class=\"forminator-label\">Soci\u00e9t\u00e9 \/ Organisation <span class=\"forminator-required\">*<\/span><\/label><input type=\"text\" name=\"text-1\" value=\"\" placeholder=\"\" id=\"forminator-field-text-1_6a04aeffed764\" class=\"forminator-input forminator-name--field\" data-required=\"1\" \/><\/div><\/div><\/div><div class=\"forminator-row\"><div id=\"text-2\" class=\"forminator-field-text forminator-col forminator-col-12 \"><div class=\"forminator-field\"><label for=\"forminator-field-text-2_6a04aeffed764\" id=\"forminator-field-text-2_6a04aeffed764-label\" class=\"forminator-label\">Fonction <span class=\"forminator-required\">*<\/span><\/label><input type=\"text\" name=\"text-2\" value=\"\" placeholder=\"\" id=\"forminator-field-text-2_6a04aeffed764\" class=\"forminator-input forminator-name--field\" data-required=\"1\" \/><\/div><\/div><\/div><div class=\"forminator-row\" style=\"margin: 0;\"><div id=\"captcha-1\" class=\"forminator-field-captcha  forminator-col-12 \"><div class=\"forminator-captcha-left forminator-g-recaptcha recaptcha-invisible\" data-theme=\"light\" data-badge=\"inline\" data-sitekey=\"6LehDN0pAAAAAD1uAwxKz-lMDuJEx1WmooFJnuKb\" data-size=\"invisible\"><\/div> <\/div><\/div><div class=\"forminator-row forminator-hidden\"><div id=\"hidden-1\" class=\"forminator-field-hidden  forminator-col-12 \"><input type=\"hidden\" id=\"hidden-1_6a04aeffed764\" name=\"hidden-1\" value=\"[GUIDE] Marketing et distribution en ligne :  ma\u00eetrisez les r\u00e8gles\" \/><\/div><\/div><div class=\"forminator-row forminator-hidden\"><div id=\"hidden-2\" class=\"forminator-field-hidden  forminator-col-12 \"><input type=\"hidden\" id=\"hidden-2_6a04aeffed764\" name=\"hidden-2\" value=\"22971\" \/><\/div><\/div><input type=\"hidden\" name=\"referer_url\" value=\"\" \/><div class=\"forminator-row forminator-row-last\"><div class=\"forminator-col\"><div class=\"forminator-field\"><button class=\"forminator-button forminator-button-submit\">Envoyer<\/button><\/div><\/div><\/div><input type=\"hidden\" id=\"forminator_nonce\" name=\"forminator_nonce\" value=\"289cf4b7d7\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/fr\/wp-json\/wp\/v2\/pages\/22971\" \/><input type=\"hidden\" name=\"form_id\" value=\"7349\"><input type=\"hidden\" name=\"page_id\" value=\"22971\"><input type=\"hidden\" name=\"form_type\" value=\"default\"><input type=\"hidden\" name=\"current_url\" value=\"https:\/\/www.cvs-avocats.com\/fr\/guide-marketing-distribution-numerique\/\"><input type=\"hidden\" name=\"render_id\" value=\"0\"><input type=\"hidden\" name=\"action\" value=\"forminator_submit_form_custom-forms\"><\/form><\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Chaque d\u00e9cision concernant votre marketing ou votre distribution en ligne engage votre responsabilit\u00e9 juridique. Ce guide Cornet Vincent S\u00e9gurel destin\u00e9 aux professionnels de la distribution et du marketing vous donne les cl\u00e9s pour s\u00e9curiser vos mod\u00e8les marketplace, DTC et omnicanal face aux \u00e9volutions r\u00e9glementaires et jurisprudentielles.<\/p>\n","protected":false},"author":16,"featured_media":23026,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-form-download-white-book.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-22971","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/pages\/22971","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/users\/16"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/comments?post=22971"}],"version-history":[{"count":0,"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/pages\/22971\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/media\/23026"}],"wp:attachment":[{"href":"https:\/\/www.cvs-avocats.com\/fr\/wp-json\/wp\/v2\/media?parent=22971"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}