全渠道零售理论研究的发展进程

The Development of Research on Omni-Channel Retailing Theory

中文关键词:  全渠道零售  全渠道零售商店  零售业态  零售策略  零售革命  智能零售

英文关键词:omni-channel retailing  omni-channel retailing store  retail format  retail strategy  retail revolution  intelligent retailing

中文摘要:

      自2009年出现“全渠道零售”的概念以来,相关讨论一直持续不断。回顾国内外的相关研究成果可以发现,全渠道零售有三个主要进展:(1)全渠道的含义,是指零售商通过与其他利益相关者进行有效的渠道协同创新,在目标顾客购买过程的每个环节提供尽可能多的渠道类型,以满足顾客对于渠道的个性化偏好,最终实现顾客价值及零售企业目标；(2)全渠道零售的成因,是技术创新改变了消费者需求,出现了消费者的全渠道购买行为,进而导致全渠道零售的企业行为；(3)全渠道零售的策略,是指零售业通过有效的市场细分,选择适当的目标顾客,进而选择适当的营销定位,以及相匹配的全渠道产品设计、全渠道定价、全渠道销售和全渠道传播,最终实现顾客价值和公司目标。最后提出了全渠道零售商店的形成和运行机制、全渠道零售与智能零售的融合机制、全球视角下的全渠道零售运营机制等三大未来研究方向。

英文摘要:

      Since the concept of “omni-channel retailing” appeared in 2009, the relevant discussion has been ongoing. Through the review on the research results at home and abroad, this paper finds the three main progresses in omni-channel retailing. (1) The meaning of omni-channel is that the retailers have the effective innovation of channel synergies with other stakeholders and provide as many channel types as possible in each link of target customers' purchase process in order to meet their personalized preferences for channel and finally have the customer value and the goal of retail enterprises realized. (2) The cause of omni-channel retailing is that technological innovation has changed consumer demand and the omni-channel purchase behavior of consumers has appeared, which then has led to the omni-channel behavior of retail enterprises. (3) The strategy of omni-channel retailing is that retail industry makes the effective market segmentation, selects the appropriate target customers, and further chooses the appropriate marketing positioning as well as the matching omni-channel product design, omni-channel pricing, omni-channel sales and omni-channel communication to realize the customer value and the company goal ultimately. In the end, it puts forward the three future research directions including the formation mechanism of omni-channel retailing stores, the combination mechanism of omni-channel retailing and intelligent retailing, and the omni-channel retailing operation mechanism under a global perspective.