全渠道零售运营策略研究  

Research on Omnichannel Retail Operations

作　　者：张秀杰[1] ZHANG Xiujie(Zhonghuan Information College,Tianjin University of Technology,Tianjin 300380,China)

机构地区：[1]天津理工大学中环信息学院

出　　处：《物流科技》2020年第3期51-53,共3页Logistics Sci-Tech

基　　金：2019年天津理工大学中环信息学院青年教师科研育苗基金项目(2019KYSK02)

摘　　要：线上线下销售渠道无缝集成的全渠道运营模式已成为零售业发展的一大趋势。文章对企业应用的典型全渠道零售运营策略进行总结,分析其特点及优势、劣势,并在对其分类分析的基础上提出了零售商进行全渠道零售布局的建议:零售企业要结合自身优势,兼顾顾客体验需求、品类需求、时效需求、便利需求、退货需求等多种因素,从商品库存来源、顾客到店与否、支付前是否直接体验等多个角度考虑,推出适合本企业应用实际的全渠道零售策略组合。Omnichannel operations,which seamlessly integrate online and offline sales channels,become a major trend of the retail industry.This article summarizes typical omnichannel retail operation strategies applied by enterprises,analyzes their characteristics,advantages and disadvantages,and puts forward suggestions for retailers to implement omnichannel retail strategies based on classification analysis:retail companies should highlight their own advantages,taking into account factors such as customer experience requirements,category requirements,timeliness requirements,convenience requirements,and return requirements,and consider various aspects such as inventory source,whether the customer comes to the store,and whether he experiences it directly before payment,to launch a combination of omnichannel retail strategies suitable for the actual application of the enterprise.

关 键 词：全渠道零售 零售运营策略 建议 

分 类 号：F715.6[经济管理—产业经济]