摘要
在新零售背景下,零售商越来越关注如何开展多渠道、全面立体的服务。但开展多渠道业务也会存在很多实际问题,能否进行充分"渠道融合"是多渠道业务成功的关键。本文通过对我国有代表性的五家零售上市公司进行渠道融合方式测量,梳理出5种不同渠道融合模式的特点,并结合相关企业背景提出对应的管理建议。
With the prosperity of the new retail trend, retailers are paying more and more attention to developing their multichannel services and provide their customers with seamless shopping experiences. However, the key to multichannel success is proper channel integration. We measure the integration of some Chinese listed retailers, and conclude with the features of each integration type. Managerial implications are given according to our findings.
作者
李佳雯
于畅
Li Jiawen;Yu Chang(Renmin Business School,Beijing 100872,China;Institute of Industrial Economics,Chinese Academy of Social Sciences,Beijing 100732,China)
出处
《未来与发展》
2019年第10期65-70,共6页
Future and Development
关键词
渠道融合
新零售
零售企业
cross-channel integration
new retail
retailers
