全球化、信息化条件下中国零售业发展环境分析与商业模式选择

Environmental Analysis of China' s Retail Development and the Choice of Business Model Under the Condition of Globalization and Informationization

以中国零售业经营环境为分析背景,通过对"商业模式"研究加以综述,以奥斯特瓦德及皮尼厄提出的五种商业模式为研究基础,提出:"基于产业链的多边平台式商业模式"是零售业未来商业模式的发展方向。多边平台式商业模式的基础是平台的形成,零售业态整合与零售网点整合为多边平台的运行提供支撑,而竞争软实力的提高有利于提升零售业多边平台式商业模式关键业务的发展。满足商业模式创新的措施有:促进零售企业的大型化与集中化发展,以规模效益形成多边平台式商业模式收入来源的基础;提升零售业经营理念的现代化程度,为多边平台式商业模式的运行提供管理保证;实施经营品牌战略,为多边平台式商业模式发展和运行提供形象保证;实施"走出去"战略,实现经营的跨区域化与国际化,为多边平台式商业模式提供广阔的发展空间;提升经营手段的科技化水平,为多边平台式商业模式快速发展提供技术支撑;不断完善零售业态,为多边平台式商业模式快速发展提供内容载体;适度试点新型零售商业模式,以轻资产化改造传统商业模式,为多边平台式商业模式提供发展方向。

With the background of China＇s retail environment and a literature review on ＂ business models＂ , the paper, inspired by the five business models raised by Alex Osterwalder and Yves Pigneur, argues that ＂ the business model with a multilateral platform based on the industrial chain＂ will be the future business model of China＇s retail development. The foundation of this model, whose critical business prospers with the increase of soft power for competition, is the formation of the multilateral platform, whose operation is supported by the integration of retail trade and retail outlets. To make the business model innovative enough, the following measures should be taken： to maximize and centralize retail enterprises, so that economies of scale can be a basic part of the model＇s profit; to modernize the retail business philosophy, so that the operation of the model can be institutionally guaranteed; to implement brand strategy, so that the growth and operation of the model can go on with positive images; to employ the strategy of ＂going out＂ to regionalize and internationalize business, so that the model can grow in broad space; to improve the scientific and technological level of manage- ment, so that the rapid development of the model can be technically supported; to constantly perfect retail trade, so that the model can be enriched with new content; to conduct moderate pilot tests of new models and reform traditional models with asset-light strategy, so that the model can be with more opportunities to develop.