零售企业集团：日本全渠道管理的挑战

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Journal of Marketing Channels Pub Date : 2018-10-02 DOI:10.1080/1046669X.2019.1658016

Kimihiko Kondo

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引用次数: 2

摘要

摘要由于不同的零售环境和零售商的增长策略，各国的全渠道各不相同。日本大型零售商的全渠道特点是拥有多种零售业态，如百货商店、日用百货商店、便利店、专卖店、互联网商店等。它们是通过多样化的零售业态来吸引不同的客户群体而发展起来的，在管理一个有多种零售业态的全渠道方面，它们面临着独特的挑战。这些是（1）种类繁多的商品，（2）来自交易、库存、物流和客户的大量数据，（3）不同的组织结构和管理，以及（4）每种零售形式中独特的组织能力。从这些挑战中，我们可以提出以下进一步的研究问题：（1）零售业态边界跨越功能的理论思考；（2）反映各国不同情况的国际比较分析；（3）阐明日本全渠道环境下全渠道购物者的特征。

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Retail corporate groups: Challenges of omnichannel management in Japan

Abstract The omnichannel varies across countries due to different retail environments and retailers’ growth strategies. The Japanese big retailers’ omnichannel can be characterized by having multiple retail formats, such as department stores, general merchandise stores, convenience stores, specialty stores, Internet stores, and so on. They have grown by multiplying retail formats to appeal to different customer segments, and they have unique challenges in managing an omnichannel with many retail formats. These are (1) extremely wide variety of merchandise, (2) enormous quantity of data from transaction, inventory, logistics, and customers, (3) different organization structures and management, and (4) unique organizational capabilities in each retail format. From these challenges, we could propose further research issues as follows: (1) theoretical consideration of boundary-spanning functions among retail formats, (2) international comparative analysis reflecting the different conditions in each country, and (3) clarifying the characteristics of the omnichannel shopper in the Japanese omnichannel environment.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.