零售业数字化转型机理研究

On the Mechanism of Digital Transformation of Retail Industry

在数字经济时代,数字化转型已成为零售业高质量发展的必然趋势。近年来,我国零售企业纷纷进行数字化转型,呈现出从技术应用向数字赋能转变、从渠道线上化向线上线下一体化转变、从业务数据化向数据业务化转变、从营销数字化向全面数字化转变以及从大企业主导向大中小企业协同转变的特征,整体上处于探索阶段,存在着全面数字化战略规划缺失、数字化基础和能力较弱、需求驱动型供应链支撑不足和企业组织架构改革相对滞后等问题。零售业数字化转型的内在机理是数字化技术驱动的以消费需求为核心的生产供给体系和流通供给体系的变革,即以消费者需求为出发点,通过线上线下多维立体场景打造、供应链逆向整合、数据资源积累和数据分析能力构建、业务流程再造与组织架构变革构建数字化商业生态系统,打破商品生产与消费之间的时间与空间限制,重构人货场的关系,提升生产与流通体系供给质量和供给效率。

In the era of digital economy,digital transformation has become an inevitable trend of high-quality development of retail industry.In recent years,domestic and foreign retail enterprises have been undergoing digital transformation,but they are still in the exploratory stage.And there are some characteristics demonstrated,such as the change from technological application to digital enabling,from online channel to O2O,from business digitization to digital business,from marketing digitization to overall digitization,and from large enterprises-oriented to the coordination among large,medium and small enterprises.And there are some problems with that,such as the lack of overall digitization strategy,the weak basis and capability for digitization,the insufficient support from demand-driving supply chain,and the lagged behind organizational structural reform in enterprises.The internal mechanism of digitization transformation in the retail industry should be driven by digital technology;and it should be the change in production supply system and circulation supply system taking consumption demand as the core,namely taking consumers’demand as the start point,establishing through O2O multi-dimensional scenario,reversely integrating the supply chain,fostering the capability for accumulating data resources and data analysis,construction digital business ecosystem by business process reengineering and organizational restructuring,breaking through the temporal and spatial limitation between production and consumption,rebuilding the relationship between people and freight yard,and improving the supply quality and efficiency of the production and circulation system.