新零售下的实体店发展研究外文文献翻译2017

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处:RoyP.Theresearchofstoresunderthenewretail[J].InternationalJournalofRetail&DistributionManagement,2017,3(5):434-445. 原文

TheresearchofstoresunderthenewretailRoyPark

Abstract

In early June, 2016, united business network in the industry forthefirsttimeputforwardtheconceptof\sions,meetings,

openWeChatpublicwiththesamenumber

andupdatetheAPP.The\developmentin2016.Allpartiesareonthe\lsomakestheofflinestoresallmanagersmoreprofoundlyunderstandthedevelopmenttrendofthe

retail

industry.

Forourretailstores,fromthetraditionalretailmodeltothe\mustrevolvearoundthe ofinnovation.

Keywords:retailinnovation,newretail,e-business1 The overview of new retail

For the \some expressed doubt or don't understand. The new retail can really

followingthreeaspectstorealizethe

change

promote the development of industry, which may be controversial

problem.Whosenewretailwillbehowtoreduceinventory,reduceinventory,offlinebusinessentitiesandonlinecantrulyintegration,howtoreconstructtherelationshipbetweenproducersandconsumers

onissuessuchasleft.Thishascausedalotof

readinganddoubts.Yearsearlier,thebusinessmanunderstandingoflineisthatifyouwantmoregoodsales,youmustputa

bettermarketingfromthetraditionalwaytoInternet.AndnowtheInternethasfarmorethanjustasales,marketingchannels,butcanhelpmerchantsbuildbrand,forusersoflifecyclemanagement,toacquirenewusers,maintenanceofoldcustomers,arousethesleeping,thewayoftheconstructionofthechannelischanging.Andchannels,sales,andchangeofthewholelogisticssystem,especiallythetransformationofthesupplychainsystem,willeventuallygobigdatadriven product design, product manufacturing,isthe

\retail products now, it is not department stores, shopping center or achainofconveniencestores,shoppingmalls,supermarkets,butanewgenerationofretailproducts,isthroughthechangeof

retail

products.Retailproductinnovation,avarietyofflowersinthefuturewillbebasedon the reconstruction of the commercial elements. 2 The innovation of retailtechnology

Enterprisematerialcultureiscreatedbyemployee’sproductsand

implementation of various substances constitute the surface layer ofthe

enterpriseculture.Retailerssellproductsandservicesaretheprimarycontentofthematerialculture,followedbythemarketenvironment,corporatelogo,employeeidentity,anddegreeoftechnology andequipment modernization and civilization, they

are

the

main

content

ofenterprisematerialculture.Retailtechnologyinnovationisfromtheaspectssuchasproduct,service,andmarketenvironmentimpactonthematerial culture. The popularization

and

application

of

new

technology,POS,EDIandotherbusinessinformationsystemdevelopmentandapplication,will improvetheretail sales enterprise business flow,logistics, cash flow and information flow of the degree of modernization,improve process control ability of retail enterprises.

The behavior of enterprise culture, is refers to the enterprise staffinthe production and business operation, learning, entertainment activitiesofculture.Retailstoremanagement,stafftraining,education,propaganda,human

relations

activity,

recreational

sports

activities

of

culturalphenomenon,isthemaincontentoftheenterprisebehaviorculture.Retailtechnologyinnovationrequires

companies

to

build

encouraginginnovationinternalenvironment,andasthestaffcodeofconduct,stimulatethestaff'sintelligence,centripetalforceandcreativity.Retailenterpriseintroductionofnewtechnology,innovationmodeofoperation,is bound to the employees a comprehensive range of skills training and

guidance, this to a certain extent, can improve the comprehensive quality

ofemployees,soastoimproveenterpriseservicelevel.Ontheotherhand,theuseofthenewtechnologyattachesgreat importance to therelationship between the employees

and

the

company,

make

employeeshavesenseofresponsibilityandengagement,cultivatinginnovativeconsciousness and competitive consciousness, the enterprise to form themodeleffect,promotesthechangeenterprisebehaviorculture.Retailenterprises belong to the service industry, service is the eternal theme, thequality of service quality and employee has great relationship, it is to alargeextentinfluencetherelationshipbetweenthestaffandcustomers.So,

the

innovation opportunities for staff employee satisfaction shouldbearetailchainenterprisebehaviorculture,onlytoemployeesatisfaction,tobe able to provide high quality, customer satisfaction services.

The system of the enterprise culture is the mediation of spiritandmatter,whichincludesretailsalesenterpriseleadingsystem,organizationand daily management system, salary system, appraisal system, trainingsystem,businessincentivesystem,etc.Retailtechnologyinnovationrequirescompaniestotransformtraditionalbusinesswithgood

culturalmechanism,givefullplaytotheenterpriseculturetoformagoodmechanismtopromoteandsafeguardfunction,theenhancemententerprise'scohesiveforceandfightingcapacity.Relyontheinnovationof the supply chain procurement mode, such as Wal-Mart to minimize the

cost of supply, sticking to the lowest price, small profits forcustomers,

treat customers at the same time, will satisfy the customer, respect forcustomers,servicecustomersinthefirstplace,wonthecustomertrustforWal-Mart, and bring huge returns. The spirit of the enterprise culture isthe enterprise

culture

of highly

concentrated,

it is the core of

enterpriseculture,theretailenterprisesinthelong-termoperationandmanagementintheprocessofgraduallyformeditsownunique businessphilosophyandmanagementstylecultureideaputforwardneedtechnologyassupport,retailtechnologyinnovationwillcausethechangeofthespiritofenterprisecultureaspect,itis retail enterprise spirit, concept,management philosophy. 3 New retail industry and the realstore3.1 Strategicthinking

From China merchantscentered \\

thinking.

Retail

market

in

the

\

normal\

hasforcedentityshoptoreviewwiththesupplier,the relationshipbetweenthe

thinking to rethink the retail strategy. Once upon a time the \rs.Thestoresearnbigprofits,butallow

manysuppliershavetochangechannels,turnedto\els,thusfurtherlackofofflinestorebrand,leadtotheoperationstateofphysicalstores all the more worrying. In the new retail environment, the operator

should adjust the strategic thinking of physical stores, abandonthe

\lodger\for a long time for the mainstream investment thinking.Reviewwiththesupplierrelationsofcooperation,setupwiththesupplier\symbiosis,create,win-win\

the

supplier's

brandandcommoditiesasastore'sownbrandandcommodity,namelyestablishbusinesscentered\nt,

salesmanagement,

inventorymanagement,

etc.,commontoprovidecustomerswithservices,throughcustomerservicevaluetoforma\eenpartnersshareinterests,tojointlypromotetheestablishment retailecosystem.

3.2 Management conceptualchange

of the

From the concept of the seller and for the center with goods istocustomer as the center of the buyer. From the planned economy era ofcommodityeconomyisstillintheinfluenceon the ideology of entityshop operators, although with the concept of consumers as the center inmorethan20yearsago,butthe\needsof the

consumers,

in

the

case

of

a

decline

in

economicenvironment,forceentityshopoperatorsthinkingtransformation,butmany stillbelongtothepassivetransformation.Newretailmarketenvironment,with theintensificationofcompetition,theemergenceofvarious new retail formats, great changes have taken place inconsumers'

consumption demand, timely grasp consumer trends and timely adjustthe

operatorhasbecomephysicalstorestransformationsuccessfulleader.Appearinthemarketinrecentyears,manyofthesuccessfulretailbusiness is to adapt to the current

consumer

especially

after

80,

80

aftertheyoungergenerationofconsumerdemandandtoopenstores,withfashion,personality,experienceasthecoreofmanagementandmakeyoungchasingstickstosocialize.Underthenewretail,whereconsumers,whereisthestoreserviceshouldbe.Onlyinthisway,offlineretailhaveasustainable future. 3.3 Management transformation

From the extensive mode of propertymanagement is into arefinementofthedetailmanagementstyle.Most

ofthestoresinthe\

a

extensivemodeofpropertymanagement,operationandmanagementofthesupplierjustblindly\just the image of \it has much more prominent in thestate-runstoresinsome,especiallyinthecaseoftheagingoftheoperators,lessmotivationtochange.Forprivateasthemainbodyoftheentityshophastorealizetheimportanceofmanagement,nomatterfromthe property of the environment to build, brand portfolio,

functionalcollocation,humanizedservicemeasureshavebeenchangingideas,positive service for consumers, appear constantly on manycases ofthe

industry should learn. Under the new retail stores more to embracethe

Internet,onlinelearningtheexperienceoftheelectricity,theorganiccombinationofinformationtechnology

and

management,

firmly

graspthetwocoreelementsofthegoodsandcustomerstoputcustomersinthestorechoose,order,payment,logistics,after-sales,assessment,andsharetraditionaltradinglinksbecomemoreconvenient,moreexperience.Quantitativeanddigitalmanagementintheprocessofrefinementmanagement,willbringaphysicalstoremeasurable,verifiable,andtouselargeamountsofdatacanbeanalyzed,thedataisconvertedintoservicecustomers,serviceproviders,more

detailsof

strengtheningmanagement\nvironment,andintegratethesoftmanagement,realizetheupgradingdevelopmentofthestores.Newretailenvironment,entityshopintheaspects

of

thinking,ideas,methods,andinnovationtransformationiseyebrownimble.Whoreally grasp the connotation and essence of the \ retail\represents,whocanbeclosertoconsumers,inthenewroundofcompetitiontohavemorechance. 4 Conclusions

Whatever physical stores change and development, regardless ofthefuturedevelopmentofthe\businessplatform,allshouldgrasptheconsumerdemand,withthe thinking of the Internet and technology, build a new pattern

characterized by the integration of all onlineretail.

译文

新零售下的实体店发展研究

RoyPark

摘要

2016年 6月初，联商网在业界首次提出“新零售”概念，并组织相关讨论、风云会议、开设同名微信公众号和更新APP等。“新零售”俨然成为2016年零售商业发展最热的字眼。各方都不约而同地对“新零售”提出了各自观点，也使得线下实体店的各位管理者们更加深刻地理解零售业的发展趋势。对于我们零售门店来说，要从传统零售模式向“新零售”发展，必须围绕以下三大方面实现革新的转变。关键词：零售业创新；新零售；电商 1 新零售概述

对于“新零售”概念，业内人士的观点不一，其中一部分就表达了质疑或是不理解。新零售能否真正带动实业的发展，这或许是争议的症结所在。新零售将如何降低库存、降低谁的库存、线下实体商业与线上能否真正融合、如何重构商品生产者与消费者的关系等问题上还留下了悬念。这也就造成了诸多的解读与疑虑。早些年，商家对于线上的认识在于，要想更

好的销售，就必须把更好的营销从传统的方式转向互联网。而现在的互联网已远不止是一个销售、营销渠道，而是可以帮助商家建设

品牌、进行用户生命周期的管理，去获得新用户、维护老用户、唤起

沉睡用户，整个渠道建设的方式正在发生改变。而渠道、销售、整个物流体系的变革，特别是供应链体系的变革，最终会走向大数据驱动下的产品设计、产品制造，也就是“新制造”。新零售未来一定会推动产生不同于现在业态的零售产品，它不是百货、购物中心或者连锁的便利店、大卖场、超市，而是新一代的零售产品，是通过变革的零售产品。未来多种多样百花齐放的零售产品创新，将建立在商业元素重构的基础上。

2 零售技术创新企业的物质文化是由企业员工创造的产品和各种物质实

施等构

成的表层企业文化。零售企业所销售的产品和提供的服务是企业物质文化的首要内容，其次是商场环境、企业标志、员工标识、技术设备现代化与文明程度等，它们都是企业物质文化的主要内容。零售技术创新从产品、服务、商场环境等方面对物质文化产生影响。新技术的推广应用，POS 、EDI 等商业信息系统的开发应用，将提高零售企业商流、物流、资金流和信息流的现代化程度，全面提升零售企业的流程控制能力。

企业的行为文化，是指企业员工在生产经营、学习娱乐中产生的活动文化。零售企业商场经营、员工培训、教育宣传、人际关系活动、文娱体育活动中产生的文化现象，就是企业行为文化的主要内容。零售技术创新要求企业营造鼓励创新的内部环境，并内化为员工的行为准则，激发全体员工的智力、向心力和创造力。零售企业引进新技术，

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