摘要
实施多渠道零售是零售商应对市场竞争、获取竞争优势的重要途径。研究多渠道零售问题,对于零售商更为有效地开展多渠道零售活动,更好地满足顾客需求具有指导意义。近二十年来,国内外学者在多渠道零售问题研究方面取得了丰硕成果。文章总结前人研究成果,初步构建了研究多渠道零售问题的理论框架,明确了研究的基本方向和主要问题。首先,多渠道零售指零售商通过多种零售形态向消费者销售商品,具体形式是店铺与非店铺的结合;其次,多渠道零售的实施具有拓展市场、追求顾客满意、获取战略优势、实现利润等动机;其三,多渠道零售发展面临组织结构调整、数据融合处理、顾客行为分析、绩效指标建立等方面的挑战,存在价格协同、商品协同、促销协同、售后服务协同等促进企业发展的协同效应;其四,多渠道零售对供应商、顾客、竞争者具有重要而积极的影响,有助于提高互利共赢关系。此外,关于多渠道零售还有些需要进一步研究的问题,如多渠道零售发展应用的比较分析,多渠道顾客购买行为及特征的研究,多渠道零售商所应有的独特资源与保持顾客忠诚度的研究,多渠道零售协同决策、实现利润最大化的最佳渠道融合方案的研究。
The implementation of the multi-channel retail is an important way for retailers to respond to market competition and to gain competitive advantage. Research on the multi-channel retail issues will help the retailers to manage multi-channel retail activities effectively and better meet customer needs. First, multi-channel retail means that the retailers can sale their products by different kinds of types of retailing, namely the combination of physical and online store; second, the implementation of multi-channel retail has the motivation of exploring market, chasing for customer satisfaction, gaining strategic advantages and realizing profit; third, the development of multi-channel retail are now facing some problems in restructuring organization, integrated processing information, analyzing customer behavior and setting performance indicators and there exists some coordination effects; and fourth, multi-channel retail has the important and positive impacts on suppliers, customers and competitors, and it is helpful in promoting the relationship of mutual benefit. Besides, there are also some other problems demanding our researches.
出处
《中国流通经济》
CSSCI
北大核心
2014年第2期88-96,共9页
China Business and Market
基金
国家社会科学基金"西部地方政府绩效目标设置管理研究"(项目编号:11XGL008)
陕西省普通高校重点学科建设专项资金(项目编号:107-00X902)的部分研究成果
关键词
多渠道零售
零售理论
多渠道整合
多渠道协同
multi-channel retailing
retail theory
multi-channel integration
multi-channel synergy
