“新零售”时代连锁超市发展生鲜宅配的策略——基于供应链逆向整合视角

发布时间：2018-05-13 19:50

本文选题：生鲜宅配 + 新零售　；参考：《企业经济》2017年08期

【摘要】："新零售"时代的来临加速了整个零售行业的转型升级。作为实体零售代表的连锁超市,部分凭借采购网络发达和满足产品体验的优势涉足生鲜宅配市场,试图通过全渠道布局实现创新转型。然而由于上线产品服务竞争同质化严重、缺乏线上平台运营经验以及冷链物流体系不完善等原因,这些尝试鲜有成功。以零售商主导的供应链逆向整合,具有产品定位精准和专业机能融合两大关键优势,基于此视角构建由消费者、连锁超市、模块供应商形成的连锁超市生鲜宅配供应链的逆向整合概念框架,描述连锁超市自有生鲜宅配品牌创建与虚拟"自供应"机制实现的整合路径,并结合相关实例探讨大数据、对赌协议及关系承诺等理论方法,在实施客户数据资源整合与模块供应商整合中的应用,为连锁超市以及相关传统零售企业应对新一次业态变革探索发展策略。
[Abstract]:The advent of the "new retail" era has accelerated the transformation and upgrading of the entire retail industry. As the representative of physical retail, supermarket chain partly dabbles in the fresh house market by virtue of the advantage of advanced purchasing network and satisfying the product experience, and tries to realize the innovation transformation through the overall distribution of channels. However, due to the homogeneity of product and service competition, the lack of online platform operation experience and cold chain logistics system is not perfect, these attempts are rarely successful. The reverse integration of the supply chain led by retailers has two key advantages of product positioning precision and professional function fusion. The conceptual framework of converse integration of chain supermarket supply chain of fresh house supply chain formed by module supplier describes the integration path of chain supermarket brand building and virtual "self-supply" mechanism, and discusses big data with relevant examples. The application of gambling agreement and relationship commitment in the implementation of customer data resource integration and module supplier integration is to explore the development strategy for supermarket chains and related traditional retail enterprises to deal with the new change of business situation.
【作者单位】：北京物资学院物流学院研究生部;北京物资学院物流学院;
【基金】：北京市教委社科计划一般项目“北京市生鲜电商配送模式创新与选择研究”(项目编号:SQSM201710037003)
【分类号】：F252;F274;F721.7

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