基于顾客价值构建零售业复合价值链

Constructing Retail Synthetic Value Chain on the Basis of Customer Value

本文结合零售和零售业的活动特征,明确了零售业产出的是包含一组商品和服务、具有顾客价值的混合产品包。因此零售业价值链既不能简单套用波特的产业价值链,也不能完全照搬海斯凯特等人的服务-利润链,而是集成二者的复合价值链。本文对其进行了详细描述,并讨论了复合价值链对零售业的管理意义。

Considering the retailing and retailer characteristics, this paper points out that the retailer＇s total offering is a hybrid composed of goods and services based on customer value. Thus, neither the value chain based on manufactures founded by Poter, nor the service - profit chain built by Heskett and others, fit for retail management, but the synthetic value chain which is introduced in detail in this paper. At the end of the article, some managerial implications are proposed.