零售服务方式创新内容、模式与路径——基于四维度模型

供过于求的市场态势使得同业态零售企业售卖的商品在质量、档次、性能和款式方面基本无差异。而对于企业而言,价格竞争不能超过成本的底线;质量竞争不能超越技术的发展;品种选择也是有限的。本文从零售企业业务特点出发,指出零售服务方式创新须以顾客价值为导向,并运用服务创新模型——四维度模型进行零售企业服务创新内容研究,最后提出了零售企业服务创新模式和路径。

The market in which supply exceeds demand results in general indifference of commodities sold by retailing enterprises in same format in quality, grade, property, and style. For enterprises, the bottom line of price competition can not be low below cost; quality competition can not overstep technology development; variety choice is also limited. Starting with retailing business characteristics, this paper pointed out that retail serve innovation must be guided by customer value, and used service inno- vation model, four - dimension model to conduct research on retailing enterprise service innovation, and at last, put forward the model and path of retailing enterprises service innovation.