摘要
零售业的发展已经进入全渠道时代。很多传统零售企业开始发展线上零售,大都以自建电商平台为主,或者推出自己的APP、与第三方电商平台合作、接入微信、支付宝等移动支付方式。网络电商零售企业也逐渐发展线下,跨境电商在国内呈现蓬勃发展态势。然而,我国零售企业发展线上线下全渠道零售存在着各渠道间的信息资源未实现共享,线下业务流程不适应线上线下全渠道零售业务,信息化平台对全渠道零售支持不足及未建立全渠道零售KPI体系等问题。针对这些问题,提出了零售企业线上线下全渠道零售整合战略,以期对我国零售企业发展线上线下全渠道零售提供有价值的建议。
The development of retail industry has entered the full channel Era. Many traditional retail enterprises began to develop in the online retail, self-business platform, or to launch its own APP,cooperation, and the third party business platform access WeChat , Alipay and other mobile payment. Online retail business is also developing offline business gradually. Cross-border electricity providers are booming in China. However , there is no sharing of information resources between all channels in the development line of China's retail enterprises, and the offline business process is not suitable for all channels and offline retail business , the information platform has insufficient support for the full channel retail and the full channel retail KPI system has not been established. In order to solve these problems , this paper puts forward the retail enterprise line full channel retail integration strategy, in order to provide valuable advice to the retail enterprises in the development line of our country.
作者
季芳
JI FANG(Fujian Chuanzheng Communications College,Fuzhou 350007,China)
出处
《青岛大学学报（自然科学版）》
CAS
2018年第B09期90-95,共6页
Journal of Qingdao University(Natural Science Edition)
基金
福建省教育厅2012年研究课题(批准号:JB12678S)资助
关键词
零售企业
线上线下
全渠道零售
RetailEnterprises
Full channel retail
online and offline
