线上线下融合的新零售模式运营管理研究现状与展望

The overviews on operation management for the new retail mode of online and offline integration

近年来,线上线下融合的新零售模式得到了飞速发展,加速了中国乃至世界零售业的新变革,极大地影响和改变了人们的生产和消费方式.这种新模式实现线上线下优势互补、催生新的商务模式.伴随着这一新零售模式的飞速发展和落地实践,它所呈现出的协同性、集成性、网络化、数字化和智能化等特征,给新零售企业的运作管理带来了前所未有的挑战,使其面临重重困难.本文将从价值共创的视角,对新零售模式运营管理的几个核心问题展开剖析,重点从线上线下融合相关的基于价值共创的新零售模式创新、多利益主体协同运作激励机制、消费者需求拉动下的全渠道产品动态定价、新零售模式的全渠道运营库存管理以及"最后一公里"物流即时-协同配送优化等方面对国内外的相关研究进行综述,并展望未来研究的发展趋势.

In recent years,the new retail mode of online-merge-offline has developed rapidly,accelerated the new changes of China and even the world’s retail industry,and greatly affected and changed people’s production and consumption patterns.This new model realizes the complementary advantages of online and offline,and promotes a new business model.With the rapid development and practice of this new retail mode,its features of coordination,integration,networking,digitalization and intelligence bring unprecedented challenges to this new retail mode,which makes the operation and management of new retail enterprises face many difficulties.From the perspective of value co-creation,this paper analyzes several core issues of the operation and management of the new retail mode,focusing on the innovation of the new retail mode based on value co-creation,the incentive mechanism of multi-stakeholder collaborative operation,the dynamic pricing of omni-channel products driven by consumer demand,the omni-channel operation and inventory management of the new retail mode,and the real-time collaborative distribution optimization about"last mile"logistics.In this paper,the related research of the above issues at home and abroad are summarized,and the development trend of future research is prospected.