CAJ | 학술논문

近年来，传统零售企业业绩持续下滑，迫使其重新思考并创新现有零售渠道模式，全渠道零售受到理论界及企业界越来越多的关注，但很少有学者对全渠道零售行为过程进行全面而深入的剖析。梳理零售渠道演化过程可以发现，全渠道零售是零售渠道从单渠道、多渠道向跨渠道发展演化的高级阶段，零售企业的零售过程可分布于不同的零售渠道类型中，且多个渠道的零售过程可以任意相互整合，最后构成消费者完整的全渠道零售购买过程。在全渠道零售中，消费者在购买过程的每个阶段都面临着多种类型的渠道选择，其排列组合非常复杂，以消费者为中心的全渠道零售的实施可以更好地契合新的消费行为，为消费者带来更高的体验价值。为更好地实施全渠道零售，全渠道零售企业可基于全渠道零售过程的各个阶段，从全渠道信息传递、全渠道订单管理、全渠道支付、全渠道物流配送、全渠道服务以及全渠道数字客户关系管理等方面入手加以改进和完善。
근년래，전통령수기업업적지속하활，박사기중신사고병창신현유령수거도모식，전거도령수수도이론계급기업계월래월다적관주，단흔소유학자대전거도령수행위과정진행전면이심입적부석。소리령수거도연화과정가이발현，전거도령수시령수거도종단거도、다거도향과거도발전연화적고급계단，령수기업적령수과정가분포우불동적령수거도류형중，차다개거도적령수과정가이임의상호정합，최후구성소비자완정적전거도령수구매과정。재전거도령수중，소비자재구매과정적매개계단도면림착다충류형적거도선택，기배렬조합비상복잡，이소비자위중심적전거도령수적실시가이경호지계합신적소비행위，위소비자대래경고적체험개치。위경호지실시전거도령수，전거도령수기업가기우전거도령수과정적각개계단，종전거도신식전체、전거도정단관리、전거도지부、전거도물류배송、전거도복무이급전거도수자객호관계관리등방면입수가이개진화완선。
In recent years,traditional retailing enterprises have been forced by the going down performance to reconsider and make innovation in the existing retailing channels;and omni-channel retailing has attracted more attention from scholars and businesses. But only few scholars has fully explored the process of omni-channel retailing behaviors. Omni-channel retailing is the advanced stage of retailing channel evolved from single channel and multi channels;the retailing process of retailing enterprises can be distributed in different retailing channels,retailing process in different channels can be randomly integrated to form the customers' overall purchasing process of omni-channel retailing. In omni-channel retailing,consumers are faced with different types of channels in different purchasing process;the permutation and combination of these channels are very complex;omni-channel retailing taking consumers as the center can match the new consumption behaviors and provide consumers with higher value of experiences. To better implement omni-channel retailing,in different stages of omni-channel retailing,related enterprises should improve and perfect it from such aspects as information delivery,order management,payment,logistics and distribution,service and digital customer relation management.