摘要
目前零售业面临着顾客流失的困境,经营效益不佳,吸引客流和留住客流成为零售企业的最重要问题。对"互联网+"时代零售业吸客策略的实证研究表明,影响零售业顾客忠诚的最重要因素是商品的丰富度和购物的便利性;顾客最希望企业能提供线上下单、线下送货上门的服务;社区型零售业态成为吸引客流的主要业态;双线融合加急速配送成为吸引客流的首要配置;吸客策略应因地制宜,科学分析各级市场的差异。
At present, the retail business is facing with the dilemma of customer churn and poor operating efficiency, so attracting and retaining consumers has become the most important issue for retail enterprises. An empirical research on the strategies of attracting customers in the era of＂Internet plus＂shows that the most important factors that affect customer stickiness in retail business are the richness of goods and convenience of shopping. Customers want the enterprises to provide online ordering and offline delivery service; the retail type of community is the main form to attract customers. Combining online ordering with offline delivery and rapid distribution become the primary approach to attracting consumers; strategies of attracting customers should be tailored to local conditions, and it is necessary to analyze the differences of the market at all levels scientifically.
作者
胡其亮
苏伯文
HU Qiliang;SU Bowen(School of management,University of Science ＆ Technology of China;School of management,Anhui Business Vocational College,Hefei,Anhui,230026;Commercial circulation,Anhui Institute of International Business College,Hefei,Anhui,231131)
出处
《安庆师范大学学报（社会科学版）》
2018年第5期91-96,共6页
Journal of Anqing Normal University：Social Science Edition
基金
安徽省质量工程专业综合改革试点项目"连锁经营管理专业综合改革"项目(2016zy027)
安徽高校自然科学研究项目"基于供给侧改革的PPP项目风险评估与控制研究"(KJ2017A763)
安徽高校人文社会科学研究项目"PPP项目全生命周期风险评估与控制研究"(SK2017A0904)
安徽省高校优秀人才支持重点项目"基于竞赛高职院校连锁经营管理专业创新创业人才培养模式与质量评价体系研究"(gxyqZD2017102)
关键词
零售业
吸引客流
顾客黏性
retail business
attracting consumers
customer stickiness
