移动互联时代我国零售企业全渠道模式的应用

发布时间：2018-05-27 04:30

本文选题：移动互联时代 + 梅西百货　；参考：《中国流通经济》2017年04期

【摘要】：移动互联时代,实体店零售业务受到了巨大冲击,"实体店+网店+移动商务"的全渠道零售模式应运而生。美国梅西百货的全渠道经营实践有其成功之处,我国许多传统零售企业也在探索和尝试,但仍然存在着非"消费者中心"的思维,加之信息化程度较低、渠道冲突等问题,严重影响了全渠道零售模式的真正应用和实际效果。因此,我国零售企业应抓住移动互联时代消费者社交化、本地化、移动化、个性化的特征,真正"以用户为中心",充分发挥社交媒体的互动作用,倾听消费者对产品、服务等方面的需求,提高用户对产品的感知度、参与度;布局移动电商,为消费者购买、支付等提供便利,使之真正享受到无缝购物的美好体验;运用大数据等技术与微店等模式,实现对消费者的精准营销。
[Abstract]:In the era of mobile interconnection, the retail business of physical stores has been greatly impacted, and the all-channel retail mode of "physical store online store mobile commerce" has emerged as the times require. American Macy's all-channel management practice has its success, many traditional retail enterprises in our country are also exploring and trying, but there are still non-" consumer center "thinking, coupled with the low level of information, channel conflicts and other problems. It has seriously affected the real application and actual effect of the whole channel retail mode. Therefore, the retail enterprises in our country should grasp the social, localized, mobile and individualized characteristics of consumers in the era of mobile networking, truly "user-centered", give full play to the interactive role of social media, and listen to consumers for their products. The demand of service and so on, enhances the user's perception and participation to the product, the layout mobile e-commerce, provides the convenience for the consumer to buy, pay, and so on, so that it can really enjoy the beautiful experience of seamless shopping; Using big data and other technologies and microstores to achieve accurate marketing to consumers.
【作者单位】：徐州工程学院管理学院;
【基金】：江苏省“青蓝工程”中青年学术带头人项目
【分类号】：F724.2

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