“互联网+”还是“回归实体”？——消费模式与零售企业战略选择

互联网与移动互联网技术迅速发展，带动了许多实体零售企业投身于电子商务的创新实践，但也不乏亚马逊、阿里巴巴等网络零售企业通过投资、并购等方式积极涉足实体零售企业。文章试图解释企业进行不同战略选择的原因，采取“互联网+”或是“回归实体”的依据。在分析互联网对零售企业影响的基础上，文章建立了包括消费者与零售企业在内的一般均衡模型，分析了消费者选择不同零售企业的依据，以及零售企业的应对之策。分析结果表明，消费者在不同零售商店的相对支出比例取决于零售商店提供服务组合的相对效率。因此，基于“有限商圈”与“有限品类”的经营战略成为企业扩大销售收入的关键，现网络零售与实体零售战略选择本质上可以归纳为品类专业化与区域专业化之间的收益比较。     

实体零售全渠道商业模式创新对经营绩效的影响——基于双重差分法的研究

文章运用实体零售的上市公司数据，对全渠道商业模式创新如何影响实体零售经营绩效进行理论分析，运用实体零售开展全渠道商业模式创新时间的差异构建双重差分模型，实证分析实体零售全渠道商业模式创新对经营绩效的影响。研究结果表明，全渠道商业模式创新显著促进实体零售经营绩效的提升。进一步的微观作用机制分析表明，全渠道商业模式创新对实体零售的市场价值、盈利能力和运营效率均产生显著的影响。     

大数据时代的零售市场结构变迁——基于电商企业规模扩张的思考

互联网时代电子商务企业有望凭借强大的数据资源优势快速实现规模扩张,实体零售企业面临严峻的生存压力。一方面是传统店铺式企业被迫调整转型,另一方面消费需求的多样性又对电商企业落地经营提出要求。文章以互联网、大数据资源为纽带重构生产、流通、消费关系结构,推进线上线下零售业相关资源的整合与合作,构建交叉型零售渠道模式,是未来中国零售业优化资源配置,提升渠道整体运行效率的有效路径。     

电商时代传统实体商店提升盈利能力的策略研究--基于财务会计的分析视角

电商时代,传统实体商店的经营空间受到冲击与挤压,如何提升盈利能力,是关乎传统实体商店生死存亡的关键命题。本文基于财务会计的分析视角,以传统实体商店降本增效为切入点,探究电商时代传统实体商店提升盈利能力的策略,结论显示:线上电商分流客源、线下综合成本提升、同质竞争日趋激烈是抑制传统实体商店盈利能力提升的核心症结,鉴于此,在财务会计的视域下,传统实体商店要打破固化的经营模式、全面落实制度化经营、优化实体商业的模式,具体措施是加强线上线下融合营销布局、加快传统实体商店运营管理、加速新型业态的探索与创新,最终高效、有序、可持续地提升传统实体商店的盈利能力。     

零售商店绿色产品类别对消费者惠顾意愿的影响研究北大核心CSSCI

文章基于SOR理论,以调节定向和感知价格公平为调节变量,构建零售商店绿色产品类别对消费者惠顾意愿影响的概念模型,并采用实验法进行实证检验。通过实验一发现,零售商店绿色产品类别通过顾客-商店认同的完全中介作用对惠顾意愿有显著正向影响,其中零售商店经营绿色耐用品对顾客-商店认同的影响作用比经营绿色非耐用品略强。通过实验二发现,感知价格公平在零售商店绿色产品类别对顾客-商店认同的影响中具有显著调节作用;调节定向在零售商店经营绿色耐用品对顾客-商店认同的影响中具有调节作用,而在绿色非耐用品对顾客-商店认同的影响中没有调节作用。     

王府井:从经营商品到经营顾客

王府井集团董事长刘毅认为,如果不能提升商品与顾客的经营能力,传统零售企业就谈不上转型升级 作为最早一批发展电商的传统百货企业,王府井集团股份有限公司(下称王府井集团)自2012年起,先后组建了独立的电商团队,成立电商公司,上线官方商城,开展自营业务、海淘业务、门店发货等,不仅如此,在尝试过多种改变之后,王府井集团又于2016年11月14日成立了全渠道中心,全面跨入“新零售”时代. 深耕“经营顾客” 在王府井集团官网发布成立全渠道中心时,王府井集团董事长刘毅称,王府井集团的实体门店已达50家,但会员总量不足,有效的活跃会员更加匮乏.让有效活跃会员达到500万人,是集团全渠道建设的重要目标,也是全渠道中心重要的考核指标.他认为,如果不能提升商品与顾客的经营能力,传统零售企业就谈不上转型升级.     

拥抱改变

零售业正迎来变革.当后知后觉的实体零售企业还在高呼电商抢夺了他们的客户和资源时,那些眼光长远的实体零售企业早已和电商携起手来,以实体门店、电子商务、移动互联网为核心,通过融合线上线下,实现了商品、会员、交易、营销等数据的共融互通,开始向顾客提供跨渠道、无缝化、个性化的消费体验. 这种变革基于零售行业越来越严峻的形势.近年来,阿里巴巴等电商的用户增速已经逐渐达到顶峰,而实体零售企业的关店潮也暴露了实体零售业的窘境.     

论互联网销售与商店零售商渠道冲突

互联网销售的出现,既为生产商带来增加销售量、扩大市场份额的机遇,也使其面临互联网销售与商店零售商间渠道冲突的问题。在这个背景下,通过对互联网销售与商店零售间渠道冲突的原因和影响进行分析,得出解决渠道冲突的建议,其中最重要的一点是将互联网销售与商店零售商的差异最大化。     

大学生村干部助力吉林省农村电商发展路径研究

发展农村电商是贯彻落实党的十九大精神和乡村振兴战略的重大举措，是助力吉林省经济发展的重要路径。本文从大学生村干部的角度对吉林省农村电商发展路径进行了深入探讨，研究结果对促进吉林省农村电商的发展具有重要的指导意义。随着信息技术的发展和电子商务的普及，传统零售企业与互联网相结合，实现了实体零售与网络零售双结合的新模式。而近几年来，“互联网+农业”和“互联网+经济”已成为一种趋势。在互联网时代，电商已经成为一种主流的营销方式，也是一种新的商业模式。吉林省作为农业大省，发展农村电商也是其实现经济转型和促进农民增收致富的重要途径。     

电商化转型零售商的品牌权益提升机制与路径研究——基于双渠道品牌形象驱动的视角

网络零售强烈冲击下的国内传统零售业面临行业生存危机,电商化转型已经成为行业的必然发展趋势。文章通过界定电商化转型零售商及其品牌形象、品牌权益的概念,提出其“实体-网络”双渠道品牌形象结构的概念模型,并进一步构建其“双渠道品牌形象——品牌权益”驱动机制模型,以结构方程结合信度分析、效度分析等方法进行了实证分析。研究发现：电商化转型零售商的实体品牌形象各维度变量对网络品牌形象的对应维度变量都具有非常强的直接积极影响（即支撑效应）,价值维度、价格维度、供应维度的支撑效应由强至弱;实体品牌形象各维度变量对品牌权益产生明显的总积极影响（即提升效应）,价格维度、价值维度、供应维度的提升效应由强至弱,但供应维度无直接影响;网络性品牌形象各维度变量对品牌权益产生明显的直接积极影响（即提升效应）,供应维度、价格维度、价值维度的提升效应由强至弱。     

Strategic supply chain choices for multi-channel Internet retailers

Multi-channel retailing—selling through multiple, distinct channels—has been a part of the retail industry as long as there have been main street merchants selling through catalogs. Since the mid-1990s, however, multi-channel retailing has increased dramatically due to traditional retailers selling over the Internet. This trend presents considerable operational challenges because Internet and traditional retail have vastly different demand drivers, product variety issues, optimal inventory configurations, cost structures, supply chain structures, and delivery mechanisms. Consequently, the optimal supply chain configuration for Internet delivery differs considerably from the optimal supply chain configuration for a retail store structure, so designing a supply chain system to serve both channels well is difficult. Accordingly, a set of strategic choices and trade-offs must be made. Here, we present some strategic alternatives.     

Beyond adoption: sustaining online shopping

Online retailing has the potential to offer remote areas a wider marketplace for their retail products and also a concomitant increase in income. Drawing on secondary Internet-based research, this paper considers the fortunes and future of online retailing in a number of the remote British Overseas Territories. It will become apparent that Internet retailing is an important strategic option for retailers in such isolated locations, but greater attention needs to be paid to issues surrounding operations and logistics, payment systems and merchandising. It is also seen how, despite its apparent ‘placelessness’, the Internet and associated online selling cannot escape the realities of space and distance.     

自营式电商的数字化升级机理

自营式电商是传统零售自营模式基于互联网情境的拓展,然而其原有的痛点与瓶颈依然存在。探讨自营式电商如何更好地发挥商业资本职能具有理论和实践的双重意义。不同于电商发展的早期阶段,数字化为自营式电商跳出传统的盈利困境、摆脱单一的平台化转型思路、回归自营并最终驱动流通效率变革提供了广阔可能。为了揭示自营式电商如何实现数字化升级,文章首先从理论视角出发,归纳了自营式电商的本质属性和数字化作用的可能路径。而后选取了两家典型的案例企业,结合微观情境刻画了其内在机制。研究发现：利用数字技术,自营式电商可以通过强化商业资本职能提升商品经营效率,通过供应链反向整合实现流通效率与生产效率的同步改进,更能以数字化赋能的方式加速市场扩张并提升线下实体门店的运行效率。以上机理为自营式电商及其数字化零售创新提供了一定启发。     

Online and offline retailing: What we know and directions for future research

The fast-paced growth of e-commerce is rapidly changing consumers’ shopping habits and shaping the future of the retail industry. While online retailing has allowed companies to overcome geographic barriers to selling and helped them achieve operational efficiencies, offline retailers have struggled to compete with online retailers, and many retailers have chosen to operate both online and offline. This paper presents a review of the literature on the interaction between e-commerce and offline retailing, highlighting empirical findings and generalizable insights, and discussing their managerial implications. Our review includes studies published in more than 50 different academic journals spanning various disciplines from the inception of the internet to present. We organize our paper around three main research questions. First, what is the relationship between online and offline retail channels including competition and complementarity between online and offline sellers as well as online and offline channels of an omnichannel retailer? Under this question we also try to understand the impact of e-commerce on market structure and what factors impact the intensity of competition /complementarity. Second, what is the impact of e-commerce on consumer behavior? We specifically investigate how e-commerce has impacted consumer search, its implications for price dispersion, and user generated content. Third, how has e-commerce impacted retailers’ key managerial decisions? The key research questions under this heading include: (i) What is the impact of big data on retailing? (ii) What is the impact of digitization on retailer outcomes? (iii) What is the impact of e-commerce on sales concentration? (iv) What is the impact of e-commerce and platforms on pricing? And (v) How should retailers manage product returns across online and offline channels? Under each section, we also develop detailed recommendations for future research which we hope will inspire continued interest in this domain.     

Crafting Integrated Multichannel Retailing Strategies

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these retailers also face many challenges. In this article, we discuss the key issues concerning multichannel retailing, including the motivations and constraints of going multichannel, the challenges of crafting multichannel retailing strategies and opportunities for creating synergies across channels, key retail mix decisions facing multichannel retailers, and the dynamics of multichannel retailing. We synthesize current knowledge drawn from the academic literature and industry practice, and discuss potential directions for future research.     

PRODUCT FULFILLMENT IN SUPPLY CHAINS SUPPORTING INTERNET‐RETAILING OPERATIONS

Customer service, based on economical logistics operations across the supply chain, is key to the realization of sustainable levels of profitability in Internet retailing. Concentrating on inventory and product‐release operations, an empirical simulation model suggests that inventory centralization and market demand growth positively affect the level of cost‐effective service received by online shoppers. The results also show that under increasing demand levels, Internet retailers can provide optimal service to consumers by fulfilling orders through inventories located at their own facilities and avoid relying on inventories held elsewhere in the supply chain.     

Promises,Promises: How Consumers Respond to Warranties in Internet Retailing

Past studies have shown that perceived risk is a critical determinant of purchase intention in non–store retailing contexts, including Internet retailing. Extant literature in physical retailing suggests that warranties can be a significant variable in reducing consumers’ perceived risk. We examine the role of Web site warranties in risk reduction and how warranty information interacts with retailer reputation and brand name as two other risk relievers in an online shopping environment. Results suggest that warranties can make a positive difference for online retailers with strong reputations with respect to perceived risk, perceived product quality, and purchase intentions. However, consumers are less influenced by warranty information when dealing with online retailers with weak reputations. For the other extrinsic cue, however, we find that warranty information does not have an effect when dealing with brand names, suggesting that a brand name’s impact on online risk reduction remains regardless of the presence of warranty information.     

Multichannel customer purchase behavior and long tail effects in the fashion goods market

The fast-paced growth of e-commerce is impacting the type and variety of products consumers purchase across channels. A commonly held theory, known as long tail theory, posits that online sales are less concentrated at the top of the sales distribution than offline sales, and that more variety is bought online, making the tails of the overall sales distribution denser with the growth of e-commerce. Most of the literature testing the long tail theory has focused on examining entertainment goods markets that do not require much physical examination, and has predominantly found results consistent with the theory. However, the magnitude and antecedents of the observed long tail effects might be different for product categories containing products that require more physical examination before purchase, such as fashion goods. In this study, using detailed individual and transaction level panel data from two multichannel fashion goods retail brands, we show that while the shift to the online channel results in a decrease in the concentration of overall sales for both brands, this change mostly results from consumers buying different products online rather than consumers buying a greater variety online compared to offline. We show that the flattening of the overall sales distribution with the growth of e-commerce in our data is driven by consumers sorting their purchases into channels based on product characteristics. In contrast to the recommendations from the previous long tail literature, our results show that fashion apparel retailers do not need to offer broader assortments online compared to offline, but they may find it profitable to carry or emphasize a different product mix online compared to offline. Our results also provide guidance to fashion goods retailers in curating their online and offline assortments and setting inventory management strategies across the channels.     

Order management for profit on the Internet

To succeed, Internet retailers must make a profit on the goods and services they sell. But e-tailers are still searching for strategies that work. To test current practices, we became “phantom shoppers” and bought a randomly chosen set of CDs from a variety of Internet retailers. Our findings suggest that order management and logistics skills are pivotal for selling profitably on the Internet. In this article, we show how Internet retailers can deploy resources creatively to attract the right shoppers, convert these shoppers into buyers, and improve the chances of repeat purchase while maintaining profit margins.