摘要
从满足消费者需求和促进生鲜实体店渠道发展的角度出发,分析了百果园2008~2018年渠道转型过程,并在此基础上提出了生鲜实体店全渠道转型的路径和深层机理。结果发现,生鲜实体店全渠道转型路径包括聚焦新增渠道自主创新的多渠道组合零售阶段、聚焦差异化渠道资源互补的跨渠道零售阶段、聚焦产业链平台建设的全渠道零售阶段,转型机理包括渠道转型过程中的资源前提、能力基础和价值输出。
From the aspect of meeting the consumers’demand and promoting the channel development of fresh physical stores,this paper analyzes channel transformation processes of Baiguoyuan in 2008~2018,and then explores the transformation paths and mechanisms to omni-channel for fresh physical stores.It finds that the transformation paths can be divided into the multi-channel retail stage which focus on independent innovation of new channel,cross-channel retail stage which focus on different resource complementarity,omni-channel retail stage which focus on industry platform construction,and the mechanisms include resource base,capacity base and value output.
作者
张旭梅
吴雨禾
吴胜男
但斌
ZHANG Xu-mei;WU Yu-he;WU Sheng-nan;DAN Bin(School of Economics and Business Administration/Chongqing Key Laboratory of Logistics,Chongqing University,Chongqing 400030)
出处
《软科学》
CSSCI
北大核心
2020年第3期129-136,共8页
Soft Science
基金
国家社会科学基金重大项目(15ZDB169)
国家自然科学基金项目(71572020)。
关键词
多渠道
全渠道
生鲜实体店
渠道转型
multi-channel
omni-channel
fresh physical stores
channel transformation path
