实体零售业互联网创新演进机理--基于适应性营销能力的多案例研究

互联网创新已成为数字化时代实体零售业业态演进的主要目标。众多实体企业面临着从传统店铺零售转型为互联网零售方式的转型难题。本研究基于适应性营销能力理论,探讨了实体零售业从互联网转型战略到互联网转型项目实施过程,并构建了实体零售业互联网演进能力迁移的理论框架。研究发现:①适应性营销能力是解释实体零售业演进能力迁移的关键,实体零售企业互联网演进过程可以按照"互联网战略导向→适应性营销能力→组织政治策略→绩效"的关系进行表述;②实体零售业转型的主要战略是互联网市场导向和互联网技术导向,战略选择是基于企业自身资源基础和相对优势的分析;③实体零售业组织在互联网创新的角色具有双面性,即鼓励创新又适当妥协。研究结论进一步丰富了零售业演进理论和适应性营销理论的相关研究,对当前互联网环境下企业如何实施互联网战略转型具有实践指导意义。

The Evolution Mechanism of Internet Innovation in the Offline Retail Industry:A Multi-case Study Based on the Adaptive Marketing Ability

Internet innovation has become the main goal of the offline retail industry evolution in the digital era.Many offline retail enterprises are facing the problem of transformation from traditional store retail to internet retail.Based on the theory of the adaptive marketing ability,this paper discusses the transition process of the brick-and-mortar retail industry from the internet transformation strategy to the internet transformation implementation,and constructs the ability transfer model of the brick-and-mortar retail industry’s evolution under internet environment.The results show that:First of all,the adaptive marketing ability is the key to explain the evolution ability’s migration of the brick-and-mortar retail industry,and the Internet evolution process of the offline retail enterprises can be expressed in accordance with the progressive relationship of "internet strategic orientation → adaptive marketing ability →organizational politics→ performance".Secondly,the main strategies for the transformation of the offline retail industry are internet market orientation and Internet technology orientation,and the strategic choice is based on the analysis of the enterprise’s own resource and comparative advantage.Thirdly,the role of the offline retail organization in internet innovation has two sides,that is,to encourage innovation on the one hand and to compromise appropriately on the other.The conclusion of the study further enriches the related research on the evolution theory of retail industry and adaptive marketing,and has practical significance on how to implement the internet strategic transformation under current Internet environment.