互联网时代的无边界零售  

The Borderless Retail in the Era of Internet

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》2015年第5期55-61,共7页China Business and Market

基　　金：国家自然科学基金面上项目"基于价值嵌入的清洁技术创新活动平台效应溢出研究"(项目编号:71472090);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)的部分研究成果

摘　　要：随着互联网和信息技术的快速发展,使企业基于自身核心能力整合更多资源成为可能,各种边界均被打破。在这样的形势下,零售企业必须重新思考传统边界清晰的管理思维与管理方式,打破原有边界思维,基于核心能力对有形与无形资源进行重新整合以创造新的价值,进行无边界零售管理。互联网时代,零售企业需要重新定义消费者与零售企业之间的关系,进一步认识无边界的消费者个体需求、消费者与消费者关系、消费者与企业关系,认识企业所在产业链各环节之间的无边界、产业链与外部之间的无边界以及零售企业自身内部管理职能的无边界、操作的无边界、经营策略的无边界等,打破传统上垂直职能、水平职能、外部职能三种边界清晰的职能管理方式;采用虚拟创新、虚拟销售、虚拟服务等无边界操作方法创造更大价值;打破产品边界、时间边界、空间边界等边界清晰的传统经营方式,借由全渠道零售方式对接无边界消费者与无边界零售企业经营。With the rapid development of Internet and IT,it is possible for the enterprises to integrate more resource based on their own core capacities,and different kinds of borders have been broken. Under this situation,retail enterprises should reconsider the traditional border-oriented idea and pattern of management,change their border-oriented way of thinking, reintegrate the tangible and intangible resources with the help of their core capacities to create new value,and carry out the borderless management of retail. In the Internet era,retail enterprises should redefine the relation between consumers and retail enterprises,further understand the consumers’borderless individual demand,the relation among consumers,and the relation between consumers and enterprises, understand the borderlessness among different joints in the industrial chain, the borderlessness between the industrial chain and the external world,the borderlessness among different functions,operations and operational strategies in the retail enterprises,eliminate the traditional functional management pattern,adopt such borderless operational methods as virtual innovation,virtual selling and virtual service to create more value,breakthrough the traditional pattern of operation in terms of the border of product,time and space,and connect the borderless consumers with borderless operation of retail enterprises through all-channel retailing.

关 键 词：无边界零售 无边界消费者 无边界管理 全渠道零售 

分 类 号：F724.6[经济管理—产业经济]