面向新零售的全渠道供应链整合与优化——基于服务主导逻辑视角
|
摘要
新零售时代,传统的单渠道零售模式逐步向多渠道融合的新零售模式转型,线上线下全渠道融合已成为不可阻挡的趋势。全渠道供应链的整合与优化是新零售的核心,也是传统企业新零售转型面临的重要挑战。基于服务主导逻辑的全渠道供应链经历了由全渠道产品供应链、全渠道产品服务供应链再到全渠道供应链服务生态系统的演化过程。全渠道供应链需立足人、货、场三个维度进行深度整合与重组,即整合全渠道客户需求、整合全渠道营销策略、整合全渠道数据资源、整合全渠道采购策略、整合全渠道零售终端以及整合全渠道物流资源等。全渠道供应链的优化应基于服务中心观必然是顾客导向的服务主导逻辑理论,围绕影响客户价值的四个因素即质量、效率、品牌、客户体验方面来展开,从而重塑整个价值链,实现客户价值的最大化。
In the "new retail" era, the traditional single-channel retailing model has gradually transformed into a "new retail" model with multi-channel integration. The integration of online and offline channels has become an irresistible trend. The integration and optimization of the omni-channel supply chain is not only the essence of "new retail", but an important challenge faced by the traditional enterprises which will transform into "new retail" mode. Based on the service-dominant logic, the omni-channel supply chain has experienced the evolution from the omni channel-product supply chain, the omni-channel product and service supply chain to the omni-channel service ecosystem of supply chain. The omni-channel supply chain needs to integrate and restructure around three dimensions of "people", "goods" and "fields". That is to say, it needs to integrate omni-channel customer needs, omni-channel marketing strategy, omni-channel data resources, omni-channel purchasing strategy, omnichannel terminal channels omni-channel logistics resources and so on. Based on the service center view which is a service-dominant logic of customer orientation, the optimization of omni-channel supply chain should focus on four customer-value-affecting factors of the quality, the efficiency, the brand and the customer experience. Then, the entire value chain will be reshaped and the customer value maximized.
In the "new retail" era, the traditional single-channel retailing model has gradually transformed into a "new retail" model with multi-channel integration. The integration of online and offline channels has become an irresistible trend. The integration and optimization of the omni-channel supply chain is not only the essence of "new retail", but an important challenge faced by the traditional enterprises which will transform into "new retail" mode. Based on the service-dominant logic, the omni-channel supply chain has experienced the evolution from the omni channel-product supply chain, the omni-channel product and service supply chain to the omni-channel service ecosystem of supply chain. The omni-channel supply chain needs to integrate and restructure around three dimensions of "people", "goods" and "fields". That is to say, it needs to integrate omni-channel customer needs, omni-channel marketing strategy, omni-channel data resources, omni-channel purchasing strategy, omnichannel terminal channels omni-channel logistics resources and so on. Based on the service center view which is a service-dominant logic of customer orientation, the optimization of omni-channel supply chain should focus on four customer-value-affecting factors of the quality, the efficiency, the brand and the customer experience. Then, the entire value chain will be reshaped and the customer value maximized.
引文
[1]朱桂银,尹增华.“新零售时代”商业模式的发展与突破[J].商业经济研究,2018(9):31-33.
[2]李飞.全渠道零售的含义,成因及对策---再论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2013(2):1-11.
[3]PETER C,VERHOEFA P K,KANNANB J,JEFFREY INMANC.Omni channel retailing[J].Journal of retailing,2015,91(2):174-181.
[4]RIGBY D.The future of shopping[J].Harvard business review,2011(12):64-75.
[5]张子健,薛传利.全渠道模式下零售企业供应链的优化研究[J].工业经济论坛,2016(7):468-476.
[6]BURDIN T.Omni channel retailing:the brick,click and mobile revolution[EB/OL].http://www.cegid.com/retail,2013.
[7]方颉,杨磊.“新零售”背景下的生鲜供应链协调[J].中国流通经济,2017(7):55-63.
[8]徐广姝,张海芳.“新零售”时代连锁超市发展生鲜宅配的策略---基于供应链逆向整合视角[J].企业经济,2017(8):155-162.
[9]毕夫.新零售:零售业的再革命[J].对外经贸实务,2017(7):93-96.
[10]徐印州,林梨奎.新零售的产生与演进[J].商业经济研究,2017(15):5-8.
[11]TRUNICK,PERRY A.Omni channel strategies:customer-controlled supply chains[J].Material handling&logistics,2015,70(1):21-23.
[12]王剑.零售企业的全渠道演变及供应链优化研究[J].商业经济研究,2018(4):93-95.
[13]计国君,余木红,KIM HUA TAN.大数据驱动下的全渠道供应链服务创新决策框架[J].商业研究,2016(8):152-162.
[14]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of marketing,2004(1):1-17.
[15]孙耀吾,翟翌,顾荃.服务主导逻辑下移动互联网创新网络主体耦合共轭与价值创造研究[J].中国工业经济,2013(10):147-159.
[16]钟振东,唐守廉,PIERRE VIALLE.基于服务主导逻辑的价值共创研究[J].软科学,2014(1):31-35.
[17]WESLEY S,RANDALL C,MICHAEL WITTMANN DAVID R,NOWICKI,et al.Service-dominant logic and supply chain management:are we there yet?[J].International journal of physical distribution&logistics management,2014(44):113-132.
[18]ROGER W SCHMENNER.Manufacturing,service,and their integration:some history and theory[J].International journal of operations&production management,2009,29(5):431-443.
[19]MARK JOHNSON,CARLOS MENA.Supply chain management for servitised product:a multi-industry case study[J].International journal of production economics,2008,114(1):27-39.
[20]商务部流通产业促进中心.走进零售新时代---深度解读新零售[R/OL].(2017-09-26).http://www.mofcom.gov.cn/article/shangw ubangzhu/201709/20170902641772.shtml.
[21]李雷,简兆权,张鲁艳.服务主导逻辑产生原因、核心观点探析与未来研究展望[J].外国经济与管理,2013(4):2-12.
[22]张文.2014年全渠道模式下的供应链整合与变革趋势[N].现代物流报,2014-02-16(A12).
[2]李飞.全渠道零售的含义,成因及对策---再论迎接中国多渠道零售革命风暴[J].北京工商大学学报(社会科学版),2013(2):1-11.
[3]PETER C,VERHOEFA P K,KANNANB J,JEFFREY INMANC.Omni channel retailing[J].Journal of retailing,2015,91(2):174-181.
[4]RIGBY D.The future of shopping[J].Harvard business review,2011(12):64-75.
[5]张子健,薛传利.全渠道模式下零售企业供应链的优化研究[J].工业经济论坛,2016(7):468-476.
[6]BURDIN T.Omni channel retailing:the brick,click and mobile revolution[EB/OL].http://www.cegid.com/retail,2013.
[7]方颉,杨磊.“新零售”背景下的生鲜供应链协调[J].中国流通经济,2017(7):55-63.
[8]徐广姝,张海芳.“新零售”时代连锁超市发展生鲜宅配的策略---基于供应链逆向整合视角[J].企业经济,2017(8):155-162.
[9]毕夫.新零售:零售业的再革命[J].对外经贸实务,2017(7):93-96.
[10]徐印州,林梨奎.新零售的产生与演进[J].商业经济研究,2017(15):5-8.
[11]TRUNICK,PERRY A.Omni channel strategies:customer-controlled supply chains[J].Material handling&logistics,2015,70(1):21-23.
[12]王剑.零售企业的全渠道演变及供应链优化研究[J].商业经济研究,2018(4):93-95.
[13]计国君,余木红,KIM HUA TAN.大数据驱动下的全渠道供应链服务创新决策框架[J].商业研究,2016(8):152-162.
[14]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of marketing,2004(1):1-17.
[15]孙耀吾,翟翌,顾荃.服务主导逻辑下移动互联网创新网络主体耦合共轭与价值创造研究[J].中国工业经济,2013(10):147-159.
[16]钟振东,唐守廉,PIERRE VIALLE.基于服务主导逻辑的价值共创研究[J].软科学,2014(1):31-35.
[17]WESLEY S,RANDALL C,MICHAEL WITTMANN DAVID R,NOWICKI,et al.Service-dominant logic and supply chain management:are we there yet?[J].International journal of physical distribution&logistics management,2014(44):113-132.
[18]ROGER W SCHMENNER.Manufacturing,service,and their integration:some history and theory[J].International journal of operations&production management,2009,29(5):431-443.
[19]MARK JOHNSON,CARLOS MENA.Supply chain management for servitised product:a multi-industry case study[J].International journal of production economics,2008,114(1):27-39.
[20]商务部流通产业促进中心.走进零售新时代---深度解读新零售[R/OL].(2017-09-26).http://www.mofcom.gov.cn/article/shangw ubangzhu/201709/20170902641772.shtml.
[21]李雷,简兆权,张鲁艳.服务主导逻辑产生原因、核心观点探析与未来研究展望[J].外国经济与管理,2013(4):2-12.
[22]张文.2014年全渠道模式下的供应链整合与变革趋势[N].现代物流报,2014-02-16(A12).