实体零售商跨渠道整合的演进过程研究

Research on Evolution Process of Cross-channel Integration of Brick-and-mortar Retailers

以我国A股上市的61家实体零售商为对象,基于公开的客观资料,按照扎根理论的方法和程序进行数据收集和分析,探索和归纳跨渠道整合演进的不同阶段。研究发现,实体零售商的跨渠道整合是资源整合范围不断扩大、以及信息技术应用水平不断提升的过程,总体经历了6个演进阶段。

This paper takes 61 brick-and-mortar retailers listed in A-shares in China as research object, and collects and analyzes data according to grounded theory, in order to explore and summarize the different stages of cross-channel integration. The result shows that the cross-channel integration of brick-and-mortar retailers is a process of expanding the scope of resource and improving the application level of information technology, which has experienced six evolution stages.