大数据背景下零售经营要素变革研究

Retail Business Elements Innovation in the Context of Big Data

零售业是大数据应用最广泛的和深入的行业,大数据带来的信息革命改变了消费者的消费行为与方式,营造了全新的营销环境。大数据技术的快速发展为零售企业深刻认识和把握消费行为与市场需求提供了新的工具、方式和视角。文章阐述了大数据及其与零售业之间的关系,分析了消费者主权时代消费行为的新特征,指出消费者成为商业价值链的主导者,变得更理性、更注重个性化、对消费体验提出了更高要求。因此,在全新的营销环境中,零售企业必须回归零售业本质,以终端消费者主导为中心,运用大数据技术,围绕目标顾客定位、店址选择、商品管理、定价策略、促销管理、商品陈列和供应链等零售经营要素进行变革。

Retail is the most widely concered and deeply applied industry in Big data research, which changed the consumption behavior of consumers and create a brand new marketing environment as it has brought an influential information revolution. The rapid development of big data provides the new tool, way and perspective of knowing the consuming behavior and market demand. This paper expounds big data and its relationship with retail industry. It also analyzes new characteristics of consumer behavior in the era of consumer sovereignty. Moreover, it points out that consumers have put forward higher requirements on buying experiences, as they become the leaders of the business value chain, which made them more rational and personalized. Therefore, retail enterprises must return to nature of retailing in new marketing environment. That means they must make a change around target customer orientation, store site selection, product management, pricing strategy, promotion management, goods display, supply chain and other retail business elements using the technology of big data.