基于数字化转型的实体零售企业组织结构创新  

Organizational Structure Innovation of Real Retail Enterprises Based on its Digital Transformation

作　　者：郑斌斌 ZHENG Bin-bin(School of Business,Putian University,Putian Fujian 351100,China)

机构地区：[1]莆田学院商学院市场营销系,福建莆田351100

出　　处：《科技和产业》2020年第9期35-40,共6页Science Technology and Industry

基　　金：福建省社会科学基金项目(FJ2019B138);福建省教育厅科研项目(JAS180423)。

摘　　要：数字化技术革命引致企业组织结构发生重大改变,基于文献调查法,回顾实体零售企业经历了内部管理、渠道到全链路的数字化转型历程,分析数字化转型过程中出现信息处理负担加重、传统层级组织结构“刚性”凸显、零供协作关系亟待升级迭代等组织问题,提出实体零售企业应建立以数据运营中心为驱动中枢的旋转木马型组织结构、重构部门职能、建立零供共生关系以及与平台企业跨界深度合作的新型组织外部关系,以响应数字时代的管理新需求。The digital technology revolution has led to significant changes in the organizational structure.Based on the literature survey method,this paper analyzed the digital transformation route from internal management,channel to full link digital of the real retail enterprises,and found a series of organizational problems such as the increasing pressure of enterprise information processing matter,the inflexibility of the traditional hierarchical organizational structure,and the urgent need to upgrade the retailer-supplier relationship.In response to the new needs of digital transformation for enterprise management,this paper proposes that the real retail enterprises should establish a new organizational structure which a data operation center as the core,like a carousel,redefine department functions,build a symbiotic retailer-supplier relationship,and a new type of cross-border and deep cooperation organization external relations with platform enterprises.

关 键 词：数字化转型 实体零售企业 旋转木马型组织结构 

分 类 号：F724.2[经济管理—产业经济]