疫情影响下我国百货零售业数字化发展研究

Research on the Digital Development of China's Department Stores under the Influence of COVID-19

在新冠疫情爆发并全球蔓延的新背景下,面对消费环境的快速变化以及激烈的市场竞争环境,开展百货零售业数字化研究,推动其数字化转型是当前百货零售业亟待解决的问题。结合当前新冠疫情的背景,梳理我国百货零售业的发展历程,分析其数字化转型动因,对比分析新冠疫情对百货零售业的影响。研究显示,新冠疫情在使得百货零售业销售业绩大幅下滑、业态分化加剧的同时,也催生了宅经济快速发展,加速了百货零售业数字化转型创新变革的步伐。据此对百货零售业在开展员工培训、进行设施设备提升改造、构建线上线下全渠道营销的数字化发展提出对策建议,旨在为推动我国百货零售业数字化发展、提升百货零售业发展水平提供参考和借鉴。

Under the new background of COVID-19's outbreak and global spread,facing the rapid change of the consumption environment and the fierce market competition environment,it is an urgent problem to carry out the digitalization research of department stores and promote its digital transformation.Based on the background of COVID-19,this paper combs the development process of China’s department stores,analyzes the reasons for its digital transformation,and compares the impact of COVID-19 on department stores.Research shows that COVID-19 has made the sales performance of the department store industry decline sharply,and the differentiation of business format has intensified.Meanwhile,it has also accelerated the rapid development of the home economy and accelerated the innovation of the digital transformation of department stores.Accordingly,this paper puts forward countermeasures and suggestions for the digital development of department store retail industry in carrying out staff training,upgrading and transforming facilities and equipment,and constructing online and offline channel marketing,in order to provide reference for promoting the digital development of China's department store retail industry and improving the development level of department store retail industry.