网络零售对供应链管理模式变革的影响

The Influence of Online Retailing on the Reform of Supply Chain Management Mode

网络零售对营销观念体系形成挑战,对传统营销模式构成冲击。网络零售以市场营销与社会学概念为理论基础,在实践中提升了营销渠道效率,使合作关系更加清晰;在信息流转上,具有环节少、速度快、成本低、对接率高等特点。在所有权、经营权、使用权方面,它使不同市场主体有效分离,有利于产品生产和流通管理。多供给方、多需求方参与的商业模式,有利于营销渠道成员形成一致判断。网络零售商业模式简化了商业过程,减少了供应链环节的所有权转移频次。不同需求主体集合在一起与产品供给商进行价格谈判,以及供应商将订购合同进行分解,有利于需求发现和供给扩张,引导生产要素向优质品牌集中,进而带动供应链管理模式变革。近年来,我国网络零售市场发展十分迅速,对整个国民经济的带动作用显著,但不同地区之间差异比较明显。这与地区人口密度、经济发展水平、城市化水平、交通运输条件以及电子信息网络等基础条件直接相关。网络零售供应链管理模式改革应当积极探索产品类别与适用条件,研究重点发展区域以及供应链管理模式,解决制约网络零售和实体零售有效衔接的主要问题。

Online retailing poses a challenge to the system of marketing concept and impacts the traditional marketing model.Based on the concepts of marketing and sociology,online retailing has improved the efficiency of marketing channels in practice and made cooperative relationships clearer.In terms of information flow,it has the characteristics of fewer links,faster speed,lower cost,and higher docking rate.In terms of ownership,management rights,and use rights,it effectively separates different market entities,which is conducive to product production and circulation management.The business model of multi-supplier and multi-buyer participation is conducive to the formation of consistent judgments among marketing channel members.The online retail business model simplifies the business process and reduces the frequency of ownership transfers in the supply chain.Different buyers gather together to negotiate price with product suppliers,and suppliers break down the total order contract into smaller pieces for outsourcing,which is conducive to demand discovery and supply expansion,guides the concentration of production factors to high-quality brands,and drives the transformation of supply chain management mode.In recent years,China s online retail market has developed very rapidly and has a significant driving effect on the entire national economy.However,the differences between different regions are quite obvious.This is directly related to basic conditions such as regional population density,economic development level,urbanization level,transportation conditions,and electronic information network.The reform of online retail supply chain management model should actively explore product categories and applicable conditions,study key development areas and supply chain management models,and solve the main problems that restrict the effective connection between online retail and physical store retail.