服务便利理论在零售企业的应用——消费者购物过程中的便利需求分析

An Application of Service Convenience Theory in Retailing Enterprises: The Analysis of Convenience Demand in Consumers’Shopping Process

消费者在购物的不同阶段会产生不同的便利需求,便利需求可分为购前便利、购中便利、交易便利和购后便利,每种便利类型都有其不同的内涵和侧重点。本文运用服务便利理论对消费者购物过程中的便利需求进行了分析,讨论了零售企业满足消费者便利需求的主要措施,并通过解析案例的方法归纳了零售企业满足消费者便利需求的实践方法。

The meanings and emphases of consumer＇s convenience demand are different at every stage in their shopping process. Based on shopping process, we can divide consumers＇ convenience demands into four types, pre-purchase convenience, in-purchase convenience, transaction convenience and post-purchase convenience. Employing service convenience theory, this article analyzes the consumers＇ convenience demands in their shopping process, discusses several important measures that retailing enterprises can use to satisfy consumers, Then, we conclude some practical advices for retailing enterprises through a case study.