文章摘要
黄美花.多渠道零售商的全渠道实践探讨 ——以永辉超市为例[J].西昌学院学报(自然科学版),2017,31(3):64-68.
多渠道零售商的全渠道实践探讨 ——以永辉超市为例
Research on Omni-channel Retailing of Multi-channel Retailers:In the Case of Yonghui Supermarket
  
DOI:
中文关键词: 多渠道零售商  全渠道实践  永辉超市  渠道整合
英文关键词: Multi-channel retailers  omni-channel practices  Yonghui supermarket  channel integration
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作者单位
黄美花 福建商学院工商管理系福州 350016 
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中文摘要:
      随应着消费者购物方式的改变和电子商务的发展,大多数零售商都在构建全渠道。在全渠道消费者购物过程的基础上, 论述了全渠道的核心——渠道整合的构成:营销要素的整合、信息整合和服务整合,分析了永辉超市的全渠道实践案例。结果 表明:零售商以移动商店作为电商的突破口契合电商发展趋势;作为生鲜为主打特色的超市零售商,其线上渠道面临着一些特 殊问题。零售商的全渠道实践目前只是在全渠道1.0阶段,也面临着渠道冲突的困境,如何进一步加强渠道整合力度,是多渠 道零售商全渠道实践的紧要任务。
英文摘要:
      With the change of consumer shopping and the development of e-commerce, most retailers are building the Omni-channel. On the basis of consumption process of Omni-channel, this paper discusses the core of the Omni-Channel - the construction of channel integration: integration of marketing elements, information integration and service integration, and analyzes the case of Yonghui Omni-channel practices. The results show that the retailers' use of mobile stores as an e-commerce breakthrough fits the trend of e-commerce. However, the supermarket retailers featured by fresh products are facing some special problems in online channels. The retailer's full channel practice is currently only in channel 1.0 and also faces the dilemma of channel conflicts, therefore how to further strengthen channel integration is the urgent task of multi-channel retailers' Omni-channel practices.
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