全渠道零售的含义、成因及对策——再论迎接中国多渠道零售革命风暴

Connation,Cause and Countermeasures of Omni Channel Retailing——Further Discussion on How to Meet China Multi Channel Retailing Revolution Storm

从2012年开始,"全渠道零售"(omni channel retailing)一词频繁出现在媒体和研讨会上,但是对其含义、成因及对策的研究还处于初始阶段。文章对这些问题进行了研究,结论为:1.全渠道零售的含义,是指企业采取尽可能多的零售渠道类型进行组合和整合(跨渠道)销售的行为,以满足顾客购物、娱乐和社交的综合体验需求,这些渠道类型包括有形店铺和无形店铺,以及信息媒体(网站、呼叫中心、社交媒体、Email、微博、微信)等等。2.全渠道零售的成因,是由于信息技术进入社交网络和移动网络时代,寄生在全渠道上工作和生活的群体形成,导致全渠道购物者崛起,一种信息传递路径就成为一种零售渠道。3.全渠道零售的对策,需要考虑不变的零售业本质(售卖、娱乐和社交)和"零售五流"(客流、商店流、信息流、资金流和物流)发生的内容变化,随后根据目标顾客和营销定位,进行多渠道组合和整合策略的决策。

Since 2012, the word ＂omni channel＂ retailing has appeared frequently in the media and seminars, but the re- search on its connation, cause and countermeasure is still in its initial stages. In this paper, those questions have been explored and some conclusions have been drawn. First, the eonnation of omni channel retailing refers to the cross-channel sales behaviors combined and integrated from an enterprise＇s retailing channel types, which is to meet the customers＇ integrated experience needs of shopping, entertainment and social interactions. These channel types include tangible shop, intangible shop, information media （website, call center, social media, Email, micro-blog, and micro-message）, etc. Second, the reason for omni channel retailing is that due to information technology entering the era of social network and mobile network, a group has emerged to work and live on omni channel parasitically, which leads to the rise of omni channel shoppers, and every information transfer path be- comes a retail channel. Third, the strategies of omni channel retailing need to consider the constant nature of retailing （such as sales, entertainment and social eontacts） and also the content changes in 5 retailing flows （such as customer flow, shop flow, in- formation flow, capital flow and logistics flow） , and the enterprises should make the decision of multi-channel combination and integration strategy aecording to target customers and marketing position.