摘要
零售从多渠道进入全渠道阶段,渠道间既有的自然边界逐渐消失,被数字化所武装的消费者在不同渠道之间实现快速无缝转换,引发了"展厅现象"。"展厅现象"使得实体零售店付出了巨大的成本却无法分享最终的销售回报,对实体零售业绩产生了破坏性影响,对销售人员心理产生了巨大的冲击。零售企业要积极创新商业模式,整合线上线下渠道,采用交叉销售技术,统一渠道价格,充分发挥渠道间的协同效应,有效反击"展厅现象",并通过创新管理提升实体门店黏度,积极诱发"反展厅行为",从根本上重塑零售生态。
Retail has witnessed a change from multi-channel to omni-channel stage. The natural boundary between channels are gradually disappearing and the consumer armed by digitization could achieve seamless conversion between different channels rapidly, which caused the phenomenon of ＂ showrooming＂. The phenomenon of ＂showrooming＂ makes the entity retail stores pay a huge cost but cannot share the final sales return. The phenomenon has a （tevastating impact on the entity retail performance and generates an enormous impact on the mentality of sales staff. Retail enterprises should implement business model innovation actively, integrate the online and offline channels, use the cross selling technology, unify channel prices and play synergies between channels fully to counter the ＂showrooming＂ phenomenon effectively. The retail ecology should be reshaped fundamentally through innovative management to enhance the viscosity of the entity stores and induce webrooming behavior.
出处
《河南科技大学学报（社会科学版）》
2016年第1期70-74,共5页
Journal of Henan University of Science & Technology(Social science)
基金
安徽省高校人文社科研究项目(SKSM201501)
安徽商贸职业技术学院科学研究项目(2015KYR12)
安徽省高等学校省级质量工程项目(2013sjjd052)
