基于不同O2O模式的实体零售商融合策略——以步步高集团、永辉超市、天虹商场调研为例

发布时间：2018-05-17 16:13

本文选题：实体零售商 + 线上线下融合　；参考：《中国流通经济》2017年10期

【摘要】：目前,我国实体零售商采用的O2O模式主要包括自建模式、借用模式、自建+借用模式三类。不同模式的典型代表企业受自身条件与外部环境影响,其O2O融合方式比较多样化,但均致力于对原有供应链体系的升级改造,并在战略资源、渠道功能、运行机制、营销策略、信息系统、组织文化等方面进行了重新构建或相应调整。不同O2O模式融合的关键点既有相同之处,也有不同特性。其中,自建模式融合的关键在于,整合线上线下资源;借用模式融合的关键在于,合理利用合作方资源;自建+借用模式融合的关键在于,协调自建与借用平台之间的关系。实体零售商应当根据自己的战略目标选择合适的融合方式,进而结合企业供应链资源、线上线下渠道资源以及品牌形象等自身条件采取有效的融合策略。
[Abstract]:At present, there are three kinds of O _ 2O models adopted by our country's real retailers: self-built mode, borrowing mode and self-built borrowing mode. The typical representative enterprises of different models are affected by their own conditions and external environment, and their O _ 2O fusion methods are diversified, but they are committed to upgrading the original supply chain system, and in strategic resources, channel function, operation mechanism, marketing strategy, Information system, organizational culture and other aspects have been re-constructed or adjusted accordingly. The key points of different O _ 2 O _ 2 fusion models are similar and have different characteristics. Among them, the key of self-built mode fusion is to integrate on-line and offline resources; the key of borrowing mode fusion lies in the rational use of cooperative resources; the key of self-built borrowing mode fusion is to coordinate the relationship between self-building and borrowing platform. The entity retailers should choose the appropriate integration method according to their own strategic objectives, and then adopt effective integration strategies according to their own conditions, such as supply chain resources, online and offline channel resources and brand image.
【作者单位】：中国农业大学经济管理学院;
【基金】：国家社会科学基金项目“网络购买行为中我国传统零售业线上线下经营模式选择及策略研究”(14BGL065)
【分类号】：F274;F721

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