电子商务环境下多渠道零售策略的实施及组织挑战探讨  

Discussion on the Implementation of Multi-channel Retail Strategies and Their Organizational Challenges in the context of E-commerce

作　　者：王茹 Wang Ru(School of Computer and Artificial Intelligence,Beijing Technology and Business University 102400)

机构地区：[1]北京工商大学计算机与人工智能学院,北京102400

出　　处：《中国商论》2024年第7期9-12,共4页China Journal of Commerce

摘　　要：随着电子商务和数字经济的迅速发展,多渠道零售策略成为商家拓展市场、提升用户体验的重要手段。近年来,国内外学者在多渠道零售问题研究方面取得了丰硕成果。文章在已有研究成果基础上,通过对多渠道零售策略的系统分析,探讨其在电子商务领域的应用效果及面临的诸多挑战。文章旨在深入探讨多渠道零售策略的利弊,采用理论分析和个案研究法,列举国内外典型案例,基于最新的市场数据和商业报告,评估多渠道策略对销售、客户忠诚度和品牌形象的影响。研究发现,多渠道策略能显著提升销售业绩,但也带来了库存管理、渠道冲突和数据整合等多方面挑战。2023年是我国的“消费提振年”,文章立足坚定实施扩大内需战略的背景,就如何更加有效地通过消费提质升级带动经济持续增长提出了针对性的策略建议,并对未来的研究方向进行了展望,以期为进一步推动多渠道零售策略的发展提供有益参考。With the rapid development of e-commerce and digital economy,multi-channel retail strategies have become an important means for merchants to expand their markets and improve user experience.In recent years,scholars at home and abroad have made fruitful achievements in the research of multi-channel retail.This paper summarizes the previous research results,and discusses the application effect and many challenges faced by multi-channel retail strategies in thefield of e-commerce through systematic analysis.The purpose of this paper is to deeply discuss the pros and cons of multi-channel retail strategies.It uses theoretical analysis and case study methods,cites typical cases at home and abroad,and evaluates the impact of multi-channel strategies on sales,customer loyalty and brand image based on the latest market data and business reports.The studyfinds that a multi-channel strategy can significantly improve sales performance,but it also brings challenges such as inventory management,channel conflicts,and data integration.The year 2023 marks the“Year of Consumption Boost”in China.Based on the background offirmly implementing the strategy of expanding domestic demand,this paper puts forward targeted strategic suggestions on how to more effectively promote sustainable economic growth through consumption quality upgrading,and envisions the future research direction.

关 键 词：多渠道零售 渠道协同 古诺竞争模型 动态规划理论 博弈论 零售企业 电子商务 

分 类 号：F724.6[经济管理—产业经济]