全渠道零售系统:基于中国的实践

Business Context Omni-channel Retailing System Based on Evidence from China

中文关键词:  全渠道  零售系统  概念框架  协同  案例研究

英文关键词:omni-channel  retailing system  conceptual framework  integration  case study

中文摘要:

      零售业作为国民经济的先导产业,其数字化转型升级对于后疫情时代的“拉内需,稳增长”经济目标至关重要。进入数字经济时代,全渠道模式成为零售业数字化转型的核心形式。基于全渠道学术研究中“概念框架”的研究范式,采用探索式的案例研究方法,通过分析三家中国零售企业的全渠道发展逻辑、战略选择和商业模式,整合了营销视角和供应链管理视角对全渠道研究各自孤立的讨论,构建了一个综合性、多维度的全渠道零售系统概念框架。研究认为:营销管理、商品管理与履约管理是对应于“人—货—场”关系的重要零售活动,只有针对这三个子系统设计全渠道策略模式才能形成系统视角下的全渠道零售模式；提炼商业情境下零售活动的关键决策环节和相应的策略模式,是构建全渠道零售概念框架的关键内容；协同是全渠道零售系统的核心驱动因素,有利于提升全渠道零售系统的运营效率。研究结论为后续全渠道领域的研究提供了阶段性的理论总结,同时也启示企业需要积极拥抱数字化浪潮,通过实施渠道内和跨渠道的业务、组织协同,谋求全系统的策略配合,以实现全渠道零售的效率突破。

英文摘要:

      As a leading industry of China’s economy, retail industry with its digital transformation is of great importance to the economic goal “boosting domestic demand and keeping economic growth” in the post COVID-19 pandemic. Entering the era of digital economy, the omni-channel business has become the core of retail industry’s digital transformation. Based on the conceptual framework and exploratory case study method, this study develops a comprehensive and multi-dimensional conceptual framework for omni-channel retailing systems by analyzing the business models and development of three Chinese retail enterprises. The results show that marketing management, commodity management and fulfillment management are three main retail activities corresponding to the interactions among “consumer”, “goods” and “space”. Only strategies for such three kinds of activities can be formed to omni-channel business model from a comprehensive perspective. This study also clarifies key decision processes and relevant strategic options under business environment, which is focal elements forming the conceptual framework of omni-channel retailing. The role of “integration” is identified as an enabler for the operation of omni-channel retailing system, and implemented into the conceptual framework built. Drawing from China’s leading omni-channel practices, this study links the discussions separately from the marketing perspective or supply-chain management perspective. Therefore, this study not only serves as a review and development for an extant omni-channel framework but also provides a conceptual framework and theoretical basis for the future research on omni-channel retailing. Meanwhile, this study enlightens enterprises to actively embrace the digital transformation, initiating strategic cooperation through the implementation of within-channel and cross-channel business and organizational collaboration so as to achieve the efficiency breakthrough of omni-channel retailing. 