移动零售下的全渠道商业模式选择

Business Model Selection of Omni-channel under Mobile Marketing

中文关键词:  全渠道  商业模式  零售  标类商品  非标类商品  服务

英文关键词:omni-channel  business model  retail  standard commodity  non-standard commodity  service

中文摘要:

      由技术和顾客需求推动的移动互联网零售时代已经到来,店商和电商在这股浪潮中如何选择对自身有利的全渠道商业模式显得尤为重要。商品的标准化程度越高、服务越简单的商品是标类商品,反之是非标类商品。零售的产出是“商品+服务”,零售商应该根据自身经营的商品类型以及与之相关的不同服务要素的组合方式,来确定转型方向。总体来说,通过全渠道进行营销是必需的,是否参与020零售则需要具体分析,店商和大型电商的合作与竞争也将是移动零售下全渠道商业模式选择的重要看点。

英文摘要:

      An era of mobile Internet marketing has come, which is driven by technology and customer needs. In the wave, it is very important how store shops and on-line shops select their business model of omni-channel good for themselves. The commodity with higher degree of standardization and more simple services can be categorized as standard commodity. On the other hand, it is non-standard commodity. The output of retailing is “commodity + service”, so different retailers should determine the transition direction according to their commodity type and mix of various service elements. Generally, it is necessary to carry out the omni-channel marketing, but it requires specific analysis whether to participate in 020 retail. The cooperation and the competition between store shops and large-scale on-line shops are the highlight in business model selection of omni-channel under mobile marketing. 