全渠道零售:演化、过程与实施  

Omni-channel Retailing:Evolution,Process and Implementation

作　　者：齐永智[1,2] 张梦霞[3] 

机构地区：[1]山西财经大学工商管理学院,山西太原030031 [2]首都经济贸易大学工商管理学院,北京市100070 [3]对外经济贸易大学国际经济贸易学院,北京市100029

出　　处：《中国流通经济》2014年第12期115-121,共7页China Business and Market

基　　金：教育部人文社会科学研究青年基金项目"技术联盟组织间知识转移测度研究"(项目编号:11YJC630279);首都经济贸易大学2014年研究生科技创新资助项目"基于消费者购买行为的零售渠道模式研究"的部分研究成果

摘　　要：近年来,传统零售企业业绩持续下滑,迫使其重新思考并创新现有零售渠道模式,全渠道零售受到理论界及企业界越来越多的关注,但很少有学者对全渠道零售行为过程进行全面而深入的剖析。梳理零售渠道演化过程可以发现,全渠道零售是零售渠道从单渠道、多渠道向跨渠道发展演化的高级阶段,零售企业的零售过程可分布于不同的零售渠道类型中,且多个渠道的零售过程可以任意相互整合,最后构成消费者完整的全渠道零售购买过程。在全渠道零售中,消费者在购买过程的每个阶段都面临着多种类型的渠道选择,其排列组合非常复杂,以消费者为中心的全渠道零售的实施可以更好地契合新的消费行为,为消费者带来更高的体验价值。为更好地实施全渠道零售,全渠道零售企业可基于全渠道零售过程的各个阶段,从全渠道信息传递、全渠道订单管理、全渠道支付、全渠道物流配送、全渠道服务以及全渠道数字客户关系管理等方面入手加以改进和完善。In recent years,traditional retailing enterprises have been forced by the going down performance to reconsiderand make innovation in the existing retailing channels;and omni-channel retailing has attracted more attention from scholars andbusinesses. But only few scholars has fully explored the process of omni-channel retailing behaviors. Omni-channel retailing isthe advanced stage of retailing channel evolved from single channel and multi channels;the retailing process of retailingenterprises can be distributed in different retailing channels,retailing process in different channels can be randomly integrated toform the customers＇ overall purchasing process of omni-channel retailing. In omni-channel retailing,consumers are faced withdifferent types of channels in different purchasing process;the permutation and combination of these channels are very complex;omni- channel retailing taking consumers as the center can match the new consumption behaviors and provide consumers withhigher value of experiences. To better implement omni-channel retailing,in different stages of omni-channel retailing,relatedenterprises should improve and perfect it from such aspects as information delivery,order management,payment,logistics anddistribution,service and digital customer relation management.

关 键 词：全渠道零售 演化 零售过程 数字客户关系管理 

分 类 号：F713.32[经济管理—产业经济]