零售实体门店的发展困境与经营策略分析

Analysis of Developmental Dilemma and Business Strategy of Retail Entity Stores

零售实体门店是一种集商品、客流、资金、信息、服务等多种要素的公共聚集场所,是进行商品交换和提供商务服务的综合体。在运营管理中,零售门店普遍存在着自身营销技术落后、进货阶段层面紊乱、工作人员离职率高、个性化体验式服务不够等问题。伴随着物流行业的快速崛起和线上销售带给消费者方便、快捷的消费体验,对线下零售门店带来前所未有的冲击,从而使线上线下融合发展便成了整个商品零售行业的主要模式。就零售实体门店而言,如何提高自身的服务质量、尽可能降低经营成本、减少资源浪费、提供特色服务,是当下零售门店站稳市场脚跟、谋求长远发展的主要方向。

Retail store is a public gathering place that integrates various elements such as goods,passenger flow,capital,information,and services,and a complex for exchanging goods and providing business services.In operation and management,retail stores generally have problems such as backward marketing technology,disordered purchase level,high turnover rate of staff,and insufficient personalized experience service.Along with the rapid rise of the logistics industry and the convenient and fast consumption experience brought by online sales to consumers,offline retail stores have encountered unprecedented impact,thus making online and offline integration become the main mode of the entire commodity retail industry.For retail stores,how to improve their service quality,reduce operating costs as far as possible,reduce waste of resources,and provide special services are the main directions for standing firm in the market and seeking long-term development.