传统零售企业跨渠道整合动因研究

Research on the Motivation of Traditional Retail Enterprises in Cross-Channel Integration

中文关键词:  跨渠道整合  零售企业  战略选择理论  线上经验  市场份额  顾客需求多样性

英文关键词:cross-channel integration  retail enterprises  strategic choice theory  online experience  market share  diversity of customer needs

中文摘要:

      随着全渠道营销的日益普及,传统零售企业已意识到跨渠道整合在实现全渠道营销中的重要性,但对跨渠道整合动因的认识仍不充分。基于战略选择理论的“经验知识—规模—外部环境”框架,利用2012—2019年66家上市传统零售企业数据,探讨了线上经验、市场份额和顾客需求多样性对跨渠道整合程度的影响。结果显示,线上经验、市场份额以及顾客需求多样性的增加均能够提高传统零售企业的跨渠道整合程度,但顾客需求多样性的增加会抑制线上经验对跨渠道整合程度的正向作用。异质性分析发现,当市场份额较小时,线上经验对跨渠道整合程度具有显著的正向作用；当市场份额较大时,线上经验的正向作用不显著。因此,传统零售企业在提升跨渠道整合程度的过程中需要审视自身渠道运营经验、顾客需求变化和行业格局影响,善于调动和利用内外部有利因素推进不同渠道之间的协同,实现全渠道营销目标。

英文摘要:

      With the popularity of omni-channel marketing, traditional retail enterprises have realized the importance of cross-channel integration in achieving omni-channel marketing, but they still encounter many issues in the cross-channel integration practices. Based on the framework of experiential knowledge, scale and external environment in terms of strategic choice theory, this paper examines the effects of online experience, market share and diversity of customer needs on the degree of cross-channel integration by using 2012–2019 data of 66 listed traditional retail enterprises. Research results show that the improvement of traditional retail enterprises' online experience, market share and diversity of customer needs enhances the degree of cross-channel integration, but an increase in the diversity of customer needs weakens the positive effect of online experience on the degree of cross-channel integration. Heterogeneity analysis reveals that the improvement of online experience significantly promotes the degree of cross-channel integration when market share is relatively small, while the positive effect of online experience is not significant when market share is relatively large. Therefore, the traditional retail enterprises should assess their channel operation experience, changes in customer needs and industrial landscape in increasing the degree of cross-channel integration, and fully mobilize and utilize internal and external favorable factors to effectively enhance the synergy between various channels, so as to achieve the goal of omni-channel marketing. 