基于SOLOMO模式的本土零售业转型对策研究——以武汉中百集团为例  

Countermeasure Research on Transformation of Local Retail Industry Based on SOLOMO Model——Take Wuhan Hundred Group as an Example

作　　者：夏黎[1] 

机构地区：[1]武汉商学院,湖北武汉430056

出　　处：《工业经济论坛》2017年第6期82-86,共5页Industrial Economy Review

基　　金：武汉商学院科研项目"全渠道环境下本土零售业商业模式创新研究--以武汉中百集团为例"编号2016KY020

摘　　要：零售行业的全渠道转型已成为公认的趋势。全渠道背景下的SOLOMO消费模式,体现了移动互联网时代"社交化-本地化-移动化"的融合发展方向,促使传统零售业重新审视生存和盈利的方式。本文从SOLOMO消费模式的内涵出发阐述了SOLOMO消费模式给本土零售业带来的转型契机,总结了SOLOMO消费模式下消费行为的特征;并尝试从拓展顾客接触点、实现无缝购物体验、充分利用信息技术实现零售企业整合资源、实施本地化服务,以及创新品牌传播方式等方面探索有利于本土零售业有效转型的对策。The whole channel transformation of retail industry has become a recognized trend. SOLOMO consumption patterns in all channels reflect the convergence of mobile Internet Era ＂socialization, localization and mobility＂, prompting the traditional retail to re-examine the ways of survival and profitability. This article from the connotation of SOLOMO consumption patterns of Transformation Opportunity elaborated SOLOMO consumption patterns brought to the local retail industry, summarizes the characteristics of consumer behavior of SOLOMO consumption patterns; and attempts to expand customer contact point, to achieve a seamless shopping experience, make full use of information technology to realize the integration of resources, the implementation of retail enterprise localization services, explore the Countermeasures for the local retail industry transformation and innovation of effective brand communication.

关 键 词：SOLOMO模式 本土零售业 转型 对策 

分 类 号：F721[经济管理—产业经济]