中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2015年
5期
55~61
,共null页
无边界零售 无边界消费者 无边界管理 全渠道零售
無邊界零售 無邊界消費者 無邊界管理 全渠道零售
무변계령수 무변계소비자 무변계관리 전거도령수
borderless retail;borderless consumers;borderless management;all-channel retail
随着互联网和信息技术的快速发展，使企业基于自身核心能力整合更多资源成为可能，各种边界均被打破。在这样的形势下，零售企业必须重新思考传统边界清晰的管理思维与管理方式，打破原有边界思维，基于核心能力对有形与无形资源进行重新整合以创造新的价值，进行无边界零售管理。互联网时代，零售企业需要重新定义消费者与零售企业之间的关系，进一步认识无边界的消费者个体需求、消费者与消费者关系、消费者与企业关系，认识企业所在产业链各环节之间的无边界、产业链与外部之间的无边界以及零售企业自身内部管理职能的无边界、操作的无边界、经营策略的无边界等，打破传统上垂直职能、水平职能、外部职能三种边界清晰的职能管理方式；采用虚拟创新、虚拟销售、虚拟服务等无边界操作方法创造更大价值；打破产品边界、时间边界、空间边界等边界清晰的传统经营方式，借由全渠道零售方式对接无边界消费者与无边界零售企业经营。
隨著互聯網和信息技術的快速髮展，使企業基于自身覈心能力整閤更多資源成為可能，各種邊界均被打破。在這樣的形勢下，零售企業必鬚重新思攷傳統邊界清晰的管理思維與管理方式，打破原有邊界思維，基于覈心能力對有形與無形資源進行重新整閤以創造新的價值，進行無邊界零售管理。互聯網時代，零售企業需要重新定義消費者與零售企業之間的關繫，進一步認識無邊界的消費者箇體需求、消費者與消費者關繫、消費者與企業關繫，認識企業所在產業鏈各環節之間的無邊界、產業鏈與外部之間的無邊界以及零售企業自身內部管理職能的無邊界、操作的無邊界、經營策略的無邊界等，打破傳統上垂直職能、水平職能、外部職能三種邊界清晰的職能管理方式；採用虛擬創新、虛擬銷售、虛擬服務等無邊界操作方法創造更大價值；打破產品邊界、時間邊界、空間邊界等邊界清晰的傳統經營方式，藉由全渠道零售方式對接無邊界消費者與無邊界零售企業經營。
수착호련망화신식기술적쾌속발전，사기업기우자신핵심능력정합경다자원성위가능，각충변계균피타파。재저양적형세하，령수기업필수중신사고전통변계청석적관리사유여관리방식，타파원유변계사유，기우핵심능력대유형여무형자원진행중신정합이창조신적개치，진행무변계령수관리。호련망시대，령수기업수요중신정의소비자여령수기업지간적관계，진일보인식무변계적소비자개체수구、소비자여소비자관계、소비자여기업관계，인식기업소재산업련각배절지간적무변계、산업련여외부지간적무변계이급령수기업자신내부관리직능적무변계、조작적무변계、경영책략적무변계등，타파전통상수직직능、수평직능、외부직능삼충변계청석적직능관리방식；채용허의창신、허의소수、허의복무등무변계조작방법창조경대개치；타파산품변계、시간변계、공간변계등변계청석적전통경영방식，차유전거도령수방식대접무변계소비자여무변계령수기업경영。
With the rapid development of Internet and IT,it is possible for the enterprises to integrate more resource based on their own core capacities,and different kinds of borders have been broken. Under this situation,retail enterprises should reconsider the traditional border-oriented idea and pattern of management,change their border-oriented way of thinking, reintegrate the tangible and intangible resources with the help of their core capacities to create new value,and carry out the borderless management of retail. In the Internet era,retail enterprises should redefine the relation between consumers and retail enterprises,further understand the consumers’borderless individual demand,the relation among consumers,and the relation between consumers and enterprises, understand the borderlessness among different joints in the industrial chain, the borderlessness between the industrial chain and the external world,the borderlessness among different functions,operations and operational strategies in the retail enterprises,eliminate the traditional functional management pattern,adopt such borderless operational methods as virtual innovation,virtual selling and virtual service to create more value,breakthrough the traditional pattern of operation in terms of the border of product,time and space,and connect the borderless consumers with borderless operation of retail enterprises through all-channel retailing.
