CAJ | 학술논문

零售业是大数据应用最广泛的和深入的行业，大数据带来的信息革命改变了消费者的消费行为与方式，营造了全新的营销环境。大数据技术的快速发展为零售企业深刻认识和把握消费行为与市场需求提供了新的工具、方式和视角。文章阐述了大数据及其与零售业之间的关系，分析了消费者主权时代消费行为的新特征，指出消费者成为商业价值链的主导者，变得更理性、更注重个性化、对消费体验提出了更高要求。因此，在全新的营销环境中，零售企业必须回归零售业本质，以终端消费者主导为中心，运用大数据技术，围绕目标顾客定位、店址选择、商品管理、定价策略、促销管理、商品陈列和供应链等零售经营要素进行变革。
령수업시대수거응용최엄범적화심입적행업，대수거대래적신식혁명개변료소비자적소비행위여방식，영조료전신적영소배경。대수거기술적쾌속발전위령수기업심각인식화파악소비행위여시장수구제공료신적공구、방식화시각。문장천술료대수거급기여령수업지간적관계，분석료소비자주권시대소비행위적신특정，지출소비자성위상업개치련적주도자，변득경이성、경주중개성화、대소비체험제출료경고요구。인차，재전신적영소배경중，령수기업필수회귀령수업본질，이종단소비자주도위중심，운용대수거기술，위요목표고객정위、점지선택、상품관리、정개책략、촉소관리、상품진렬화공응련등령수경영요소진행변혁。
Retail is the most widely concered and deeply applied industry in Big data research , which changed the consumption behavior of consumers and create a brand new marketing environment as it has brought an influential information revolution. The rapid development of big data provides the new tool, way and perspective of knowing the consuming behavior and market demand. This paper expounds big data and its relationship with retail industry. It also analyzes new characteristics of consumer behavior in the era of consu-mer sovereignty. Moreover, it points out that consumers have put forward higher requirements on buying experiences, as they become the leaders of the business value chain, which made them more rational and personalized. Therefore, retail enterprises must return to nature of retailing in new marketing environment. That means they must make a change around target customer orientation , store site selection, product management, pricing strategy, promotion management, goods display, supply chain and other retail business ele-ments using the technology of big data.