新零售背景下多渠道零售商的渠道融合分析
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摘要
新零售背景下,共享、服务、互惠利他和互动等关键词有助于我们更新理念,更好地理解新型消费者的特征,为多渠道的融合提供思路。从多渠道到全渠道的演化中,渠道融合是必然路径。而在渠道融合中,要注意的问题是:利用好门店、关注消费者、利用好技术。
Under the background of new retail,sharing,service,altruism and interaction will help us renew our ideas,better understand the characteristics of new consumers and provide more ideas for multi-channel integration. We think that multi-channel is the realistic choice of retailers and also know that channel integration is an inevitable path from the multi-channel to the omni-channel.In the channel integration,we should pay attention to the following issues: making good use of your stores; paying attention to the customers; taking the most of technology.
Under the background of new retail,sharing,service,altruism and interaction will help us renew our ideas,better understand the characteristics of new consumers and provide more ideas for multi-channel integration. We think that multi-channel is the realistic choice of retailers and also know that channel integration is an inevitable path from the multi-channel to the omni-channel.In the channel integration,we should pay attention to the following issues: making good use of your stores; paying attention to the customers; taking the most of technology.
引文
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[2]饶异.互惠利他理论:历史、问题与趋势[J].广东社会科学,2016,(1).
[3]王新新,万文海.消费领域共创价值的机理及对品牌忠诚的作用研究[J].管理科学,2013,(5).
[4]赵霞,徐永锋.网络渠道提高了零售商绩效吗?——基于中国零售业上市公司的实证[J].当代经济管理,2017,(4).
[5][加拿大]道格·斯蒂芬斯.零售无界[M].北京:中国人民大学出版社,2018.
[6]王先庆.新零售——零售行业的新变革与新机遇[M].北京:中国经济出版社,2017.
[7]黄美花.全渠道背景下的渠道协同分析[J].福建商业高等专科学校学报,2016,(5).
[8]黄美花.多渠道零售商的全渠道实践探讨——以永辉超市为例[J].西昌学院学报(自科版),2017,(6).