摘要
面对消费者需求、消费方式的不断升级和互联网的飞速发展带来的格局演变,中国零售业正面临着前所未有的挑战与发展机遇。在“线上+线下”的新零售模式下,传统商超已然认识到传统零售模式无法满足消费者需求,数字化转型成为突破发展瓶颈的必经之路。论文通过分析大润发数字化转型的历程和发展困境发现:线上线下协同性和资源整合能力对于数字化转型成功与否起关键作用。
Facing the continuous upgrade of consumer demand and consumption mode and the evolution of the pattern brought by the rapid development of internet,China's retail industry is facing unprecedented challenges and development opportunities.Under the new retail mode of"online+offline",traditional supermarkets have realized that the traditional retail mode cannot meet the needs of consumers,and digital transformation has become the only way to break the development bottleneck.By analyzing the process and development dilemma of RT-MART's digital transformation,this paper finds that online and offline collaboration and resource integration ability play a key role in the success of digital transformation.
作者
张婷婷
ZHANG Ting-ting(School of Economics and Management,Tianjin University of Science and Technology,Tianjin 300457,China)
出处
《中小企业管理与科技》
2021年第32期103-105,共3页
Management & Technology of SME
关键词
数字化转型
传统商超
新零售
大润发
digital transformation
traditional supermarkets
new retail
RT-MART
