传统零售企业从单渠道转型为全渠道的路径和机理——基于永辉超市的纵向案例研究

随着互联网的快速发展和消费需求的不断升级,传统零售企业面临着成本增加、业绩下滑、发展遇阻、核心竞争力下降等一系列问题。以永辉超市为例,分析了传统零售企业渠道转型的过程,在此基础上提出了传统零售企业渠道转型的路径和机理。研究发现,传统零售企业的渠道转型路径为从单渠道到多渠道,再到跨渠道,直至实现全渠道零售;其渠道转型机理包括感知市场变化趋势,获取外部资源支持,整合企业内部资源,调整企业渠道策略,最终实现产业链渠道价值共创。基于案例研究探讨传统零售企业从单渠道转型为全渠道的路径和机理,从理论上拓展了传统零售企业渠道转型的相关研究,从实践上能够为传统零售企业进行渠道转型提供理论指导。

The Path and Mechanism of Traditional Retailers' Channel Transformation from Single Channel to Omni Channel: A Longitudinal Case Study of Yonghui Supermarket

With the rapid development of the Internet and the continuous escalation of consumer demand,traditional retail enterprises face a series of problems such as increased costs,declining performance,development difficulties,and a decline in core competitiveness.Taking Yonghui supermarket as an example,this paper analyzes the channel transformation process of traditional retailers and proposes the path and mechanism of traditional retailers'channel transformation.The study finds that the channel transformation path of a traditional retailer is from a single-channel retailer to a multi-channel retail,then to a cross-channel retailer,and finally to an omni-channel retailer.The channel transformation mechanism of traditional retailers includes sensing market trends,obtaining external resource support,integrating internal corporate resources,adjusting corporate channel strategies,and ultimately realizing the co-creation of industry chain channel value.Based on case study,it explores the path and mechanism of traditional retailers'channel transformation from single-channel to omni-channel,In-depth study of the driving factors of traditional retailers'channel transformation and the causal relationship behind the key elements at different stages of channel transformation,it theoretically expands the related research on channel transformation of traditional retail enterprises,and provides theoretical guidance for traditional retailers'channel transformation in practice.