新零售背景下传统商贸企业数字化转型路径探讨

Research on Digital Transformation Path of Traditional Commercial Enterprises under Background of New Retail

随着新零售的发展,越来越多的传统商贸企业意识到数字化的重要性并踊跃尝试数字化转型。本文在阐述传统商贸企业数字化转型所需的情报能力、流通能力、销售能力、信息化基础设施条件、物联网传感技术条件内涵的基础上,进一步归纳了传统商贸企业在数字化转型过程中存在的服务需求难满足、市场动态难把握、传统优势难保持、陈旧观念难更新四大难点,并为企业破解以上四大难点从企业产品、平台、门店、人才四方面提出了针对性建议,以期为传统商贸企业提供更多数字化转型动力。

With the promotion of the new retail,more and more traditional commercial enterprises realize the importance of digitization and actively try digital transformation.On the basis of expounding the intelligence capabilities,circulation capabilities,sales capabilities,information infrastructure conditions,and sensing technology conditions of Internet of things required for the digital transformation of traditional commercial enterprises,this paper further summarizes the existing problems of traditional commercial enterprises in the process of digital transformation.There are four major difficulties:difficulty to meet service demand,difficulty to grasp market dynamics,difficulty to maintain traditional advantages,and difficulty to update outdated concepts.At last this paper puts forward targeted suggestions for enterprises to solve the above four difficulties from the four aspects of enterprise products,platforms,stores and talents,with a view to provide more digital transformation power for traditional commercial enterprises.