新零售下的实体店发展研究外文文献翻译2017.docx
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外文文献翻译原文及译文
文 献 出处:
RoyP.Theresearchofstoresunderthenewretail[J].InternationalJournalofRetail&DistributionManagement,2017,3(5):
434-445.
原文
TheresearchofstoresunderthenewretailRoyPark
Abstract
In early June, 2016, united business network in the industryforthefirsttimeputforwardtheconceptof"newretail",andorganizerelevantdiscussions,meetings, openWeChatpublicwiththesamenumberandupdatetheAPP.The"newretail"hasbecomethehottestwordintheretailbusinessdevelopmentin2016.Allpartiesareonthe"newretail"putforwardtheirownviews,alsomakestheofflinestoresallmanagersmoreprofoundlyunderstandthedevelopmenttrendofthe retail industry.Forourretailstores,fromthetraditionalretailmodeltothe"newretaildevelopment,mustrevolvearoundthe followingthreeaspectstorealizethe changeofinnovation.
Keywords:
retailinnovation,newretail,e-business1Theoverviewofnewretail
Forthe"newretail"concept,intheindustryhavedifferentpointofview,someexpresseddoubtordon'tunderstand.Thenewretailcanreally
promotethedevelopmentofindustry,whichmaybecontroversialproblem.Whosenewretailwillbehowtoreduceinventory,reduceinventory,offlinebusinessentitiesandonlinecantrulyintegration,howtoreconstructtherelationshipbetweenproducersandconsumers onissuessuchasleft.Thishascausedalotofreadinganddoubts.Yearsearlier,thebusinessmanunderstandingoflineisthatifyouwantmoregoodsales,youmustputabettermarketingfromthetraditionalwaytoInternet.AndnowtheInternethasfarmorethanjustasales,marketingchannels,butcanhelpmerchantsbuildbrand,foruserso
flifecyclemanagement,toacquirenewusers,maintenanceofoldcustomers,arousethesleeping,thewayoftheconstructionofthechannelischanging.Andchannels,sales,andchangeofthewholelogisticssystem,especiallythetransformationofthesupplychainsystem,willeventuallygobigdatadriven product design, productmanufacturing,isthe"newmanufacturing".Newretailwilldrivefutureisdifferentfromtheformatsof
retail products now,itisnotdepartment stores, shopping center orachainofconveniencestores,shoppingmalls,supermarkets,butanewgenerationofretailproducts,isthroughthechangeof retail
products.Retailproductinnovation,avarietyofflowersinthefuturewillbebasedonthereconstructionofthecommercialelements.
2TheinnovationofretailtechnologyEnterprisematerialcultureiscreatedbyemployee ’sproductsand
implementationofvarioussubstancesconstitutethesurfacelayeroftheenterpriseculture.Retailerssellproductsandservicesaretheprimarycontentofthematerialculture,followedbythemarketenvironment,corporatelogo,employeeidentity,anddegreeoftechnology andequipment modernization andcivilization,they are the main contentofenterprisematerialculture.Retailtechnologyinnovationisfromtheaspectssuchasproduct,service,andmarketenvironmentimpactonthematerial culture. Thepopularization and application of new
technology,POS,EDIandotherbusinessinformationsystemdevelopmentandapplication,will improvetheretail sales enterprise business flow,logistics, cashflowandinformation flowofthedegreeofmodernization,improve processcontrolabilityofretailenterprises.
Thebehaviorofenterpriseculture,isreferstotheenterprisestaffintheproduction and business operation, learning, entertainmentactivitiesofculture.Retailstoremanagement,stafftraining,education,propaganda,
human relations activity, recreational sports activities ofculturalphenomenon,isthemaincontentoftheenterprisebehaviorculture.Retailtechnologyinnovationrequires companies to buildencouraginginnovationinternalenvironment,andasthestaffcodeofconduct,stimulatethestaff'sintelligence,centripetalforceandcreativity.Retailenterpriseintroductionofnewtechnology,innovationmodeofoperation,isboundtotheemployees
acomprehensiverangeofskillstrainingand
guidance,thistoacertainextent,canimprovethecomprehensivequalityofemployees,soastoimproveenterpriseservicelevel.Ontheotherhand,theuseofthenewtechnologyattachesgreat importance to therelationship between theemployees and the company, makeemployeeshavesenseofresponsibilityandengagement,cultivatinginnovativeconsciousness and competitive consciousness, the enterprise to formthemodeleffect,promotesthechangeenterprisebehaviorculture.Retailenterprises
belong totheservice industry, service istheeternaltheme, thequality ofservice quality and employee has great relationship, it is toalargeextentinfluencetherelationshipbetweenthestaffandcustomers.So, theinnovation opportunities for staff employee satisfactionshouldbearetailchainenterprisebehaviorculture,onlytoemployeesatisfaction,tob
eabletoprovidehighquality,customersatisfactionservices.
The system of the enterprise culture is the mediation ofspiritandmatter,whichincludesretailsalesenterpriseleadingsystem,organization
and daily management system, salary system, appraisal system,trainingsystem,businessincentivesystem,etc.Retailtechnologyinnovationrequirescompaniestotransformtraditionalbusinesswithgoodculturalmechanism,givefullplaytotheenterpriseculturetoformagoodmechanismtopromoteandsafeguardfunction,theenhancemententerprise'scohesiveforceandfightingcapacity.Relyontheinnovationofthesupplychainprocurementmode,
suchasWal-Marttominimizethe
costofsupply,stickingtothelowestprice,smallprofitsforcustomers,
treat customers at thesame time, will satisfy thecustomer, respectforcustomers,servicecustomersinthefirstplace,wonthecustomertrustforWal-
Mart,andbringhugereturns. The spiritof theenterprise culture istheenterprise culture of highly concentrated, it is the core ofenterpriseculture,theretailenterprisesinthelong-termoperationandmanagementintheprocessofgraduallyformeditsownuniquebusinessphilosophyandmanagementstylecultureideaputforwardneedtechnologyassupport,retailtechnologyinnovationwillcausethechangeofthespiritofenterprisecultureaspect,itisretailenterprisespirit,concept,managementphilosophy.
3Newretailindustryandtherealstore3.1Strategicthinking
FromChinamerchantscentered"principal"thinking,tobusinesscentered"proprietary" thinking. Retail market in the "new normal"hasforcedentityshoptoreviewwiththesupplier,the relationshipbetweenthethinking to rethink the retail strategy. Once upon a time the"principallodger"ofthinkingforthecenterwithmerchants,put"opposites"suppliers.Thestoresearnbigprofits,butallowmanysuppliershavetochangechannels,turnedto"lowcost"electricbusinesschannels,thusfurtherlackofofflinestorebrand,leadtotheoperationstateofphysicalstores
allthemoreworrying.Inthenewretailenvironment,theoperator
shouldadjustthestrategicthinkingofphysicalstores,abandonthe
"principal lodger" for a long time for the mainstream investmentthinking.Reviewwiththesupplierrelationsofcooperation,setupwiththesupplier"symbiosis,create,win-win"equalpartnership.To the supplier'sbrandandcommoditiesasastore'sownbrandandcommodity,namelyestablishbusinesscentered"proprietary"thinking,participateinthesupplier'sgoodsmanageme
nt, salesmanagement, inventorymanagement,etc.,commontoprovidecustomerswithservices,throughcustomerservicevaluetoforma"communityofinterests"inthesupplychain.Inthecaseofsalesgrowthofbetweenpartnersshareinterests,tojointlypromotetheestablishment of theretailecosystem.
3.2Managementconceptualchange
Fromtheconceptofthesellerandforthecenterwithgoodsistocustomerasthecenterofthebuyer.Fromtheplannedeconomyeraofcommodityeconomyisstillintheinfluenceontheideologyofentityshopoperators,althoughwiththeconceptofconsumersasthecenterinmorethan20yearsago,butthe"pretty"entityshoprarelytothinkaboutthe needsoftheconsumers, inthecaseofadecline ineconomicenvironment,forceentityshopoperatorsthinkingtransformation,butma
ny stillbelongtothepassivetransformation.Newretailmarketenvironment,withtheintensificationofcompetition,theemergenceofvariousnewretailformats,greatchangeshavetakenplaceinconsumers'
consumptiondemand,timelygraspconsumertrendsandtimelyadjusttheoperatorhasbecomephysicalstorestransformationsuccessfulleader.Appearinthemarketinrecentyears,manyofthesuccessfulretailbusiness istoadapt to thecurrent consumer especially after 80, 80
aftertheyoungergenerationofconsumerdemandandtoopenstores,withfashion,personality,experienceasthecoreofmanagementandmakeyoungchasingstickstosocialize.Underthenewretail,whereconsumers,whereisthestoreserviceshouldbe.Onlyinthisway,offlineretailhaveasustainablefuture.
3.3Managementtransformation
From the extensive mode of propertymanagement is intoarefinementofthedetailmanagementstyle.Mostofthestoresinthe"principal"undertheguidanceofstrategicthinking,take aextensivemodeofpropertymanagement,operationandmanagementofthesupplierjustblindly"management",thereareveryfew"service",andalsotocustomers justthe image of "cold", it has much more prominent in thestate-runstoresinsome,especiallyinthecaseoftheagingoftheoperators,lessmotivationtochange.Forprivateasthemainbodyoftheentityshophastorealizetheimportanceofmanagement,nomatterfromthe propertyoftheenvironment tobuild,brandportfolio,functionalcollocation,humanizedservicemeasureshavebeenchangingideas,pos
itiveserviceforconsumers,appearconstantlyonmanycasesofthe
industryshouldlearn.UnderthenewretailstoresmoretoembracetheInternet,onlinelearningtheexperienceoftheelectricity,theorganiccombinationofinformationtechnology and management, firmlygraspthetwocoreelementsofthegoodsandcustomerstoputcustomersinthestorechoose,order,payment,logistics,after-sales,assessment,andsharetraditionaltradinglinksbecomemoreconvenient,moreexperience.Quantitativeanddigitalmanagementintheprocessofrefinementmanagement,willbringaphysicalstoremeasurable,verifiable,andtouselargeamountsof
datacanbeanalyzed,thed