移动互联网+视域下零售业态演变路径及对策  

On the Evolution Path of Retail Business Type from the View of Mobile Internet Plus

作　　者：张琼[1] 

机构地区：[1]浙江商业职业技术学院,浙江杭州310053

出　　处：《中国流通经济》2016年第2期14-19,共6页China Business and Market

基　　金：浙江省哲学社会科学规划课题"移动互联网背景下零售业态演绎路径研究"(14NDJC16YBM);杭州市哲学社会科学规划课题"移动互联网背景下杭州零售业态演变趋势及创新策略研究"(2015JD32)

摘　　要：随着移动互联网的迅猛发展,传统零售业态升级改造已经成为必然趋势,体验式消费、个性化定制、大数据应用将成为传统零售业新的经营法宝。为更好地适应这样的大趋势,快速打开自己的电商平台,实体零售企业一定要转变观念,从过去传统的思维方式转变为互联网的思维方式,以更好地适应移动互联网技术的迅猛发展,提升管理效率;零售企业一定要倾听用户的声音,利用社交网络、微博等互联网媒体技术与消费者建立良好关系,深度研究和定义用户需求,找准定位,以更好地提高顾客消费体验,增加消费者黏度;传统零售企业一定要组建成熟的移动电子商务团队或借助技术实力雄厚的第三方电子商务平台,重构或再造适合企业个性化需要的具体方案,降低移动电子商务运作成本,提高企业网络服务能力;传统零售企业一定要主动拥抱互联网企业,利用其在互联网引流、品牌拓展及大数据应用方面的优势,进行模式创新,弥补自己的短板;传统零售企业一定要进一步提高数据应用能力,以更好地降低供应链成本,提高供应链效率,实现创新制胜。The rapid development of mobile Internet has significant impact on traditional business pattern. For the retail industry,on the one hand,mobile Internet created a lot of business connection for it. On the other hand,mobile Internet also urged the traditional business type to be changed to adapt to the coming of mobile information revolution. The future development of retail business type is unlimited;and the retail business type with the characteristic of mobile Internet will attract increasingly more attention. The upgrade and restructuring of traditional retail business type has already become the inevitable trend;experience consumption,customization and the application of big data will become the powerful tools for traditional retail industry. To better adapt to this trend,the traditional retail enterprises should,first,build the E-business platform as soon as possible,change their way of thinking,and improve management efficiency;second,they should communicate more with their customers by taking advantage of such Internet media technologies as SNS and micro-blogging,improve the level of customer experience,and enhance customer loyalty;third,they should organize their own special team for mobile E-commerce,take advantage of the Third party platform,redesign their plan,reduce their operational cost,and improve their capability for network service providing;fourth,they should positively cooperate with Internet enterprises,take advantage of their capability for brand expansion and big data application and make innovation in business pattern to offset their own weakness;and fifth,they should further improve their capability for data application to better reduce the cost of supply chain,improve the efficiency of supply chain and try to be more successful with the help of innovation.

关 键 词：零售业态 移动互联网+ 演变路径 科技创新 

分 类 号：F713.32[经济管理—产业经济]