实体零售商数字化转型过程的实践与经验——基于天虹股份的案例分析

Practices and Experiences in Digital Transformation from Entity Retailers in China:Case Study Based on Rainbow Department Store Co., Ltd.

中文关键词:  实体零售商  数字化  企业转型  智慧零售  全渠道零售  多渠道零售  内在机理

英文关键词:entity retailer  digitalization  enterprise transformation  smart retailing  omni-channel retailing  multi-channel retailing  inherent mechanism

中文摘要:

      以2009年苏宁易购上线为标志,中国实体零售商在快速发展的数字化技术推动下,经历了为期八年的转型,在业务模式、业态组合方式以及购物者行为等多个方面实现了深刻变革。以天虹股份为例,采用纵向案例研究方法分析后发现:实体零售商数字化转型经历了多渠道、全渠道和智慧零售阶段,每个阶段都有明显的技术特征及对应的互联网认知水平；对外部环境变化的感知、对自身发展压力的认知、随机事件的刺激和对新技术吸收能力的构建成为驱动企业转型的主因；企业在转型过程中获取成效的内在机理则体现为资源整合、流程再造和组织优化三者的互动发展。

英文摘要:

      Since “Suning.com” was launched online in 2009, the entity retailers in China have experienced eight years of transformation driven by the rapid development of digital technology. Digital transformation process has changed profoundly in business model, format combination, shoppers' behaviors, etc. The article carries out a detailed analysis to Rainbow Department Store Co. Ltd. using longitudinal case study method. We found that the digital transformation of entity retailers in China has gone through the multi-channel stage, the omni-channel stage and the smart retailing stage, with obvious technical characteristics and corresponding Internet awareness level on each stage. The perception of the changing world, the perception of self-development pressure, the stimulus brought by random event, and the capability-building brought by absorbing new technology are the main factors that drive the transformation in an enterprise. The inherent mechanism for an enterprise to obtain the good effect in the process of transformation can be seen in the interactive development of three aspects:resources integration, business process re-engineering (BPR) and organizational optimization.