【作者】 徐毅；

【导师】 王理平；

【作者基本信息】 上海交通大学 ， 工商管理（EMBA）（专业学位）， 2018， 硕士

【摘要】 2017年中国社会消费品零售总额达36.6万亿元,其中网购占比15%,消费成为国民经济的第一驱动因素。随着移动互联网普及,用户增速放缓,流量红利消失,纯电商进入发展瓶颈,线上巨头开始积极布局线下门店。自2011年开始,随着移动终端和社交媒体的快速发展,国内外多家实体零售企业开始实践全渠道零售战略谋求业务转型。2013业界提出线上与线下融合的O2O概念,各零售业态纷纷尝试各种O2O应用场景。百联集团于2014年也开始研究和实施商务电子化战略,通过互联网、大数据和人工智能技术,完成人、货、场等核心要素的重构,实现经营效率提升。2016年雷军等人提出“新零售”,通过信息技术实现对商品的流通与销售过程进行升级改造,并对线上线下进行深度融合。其实新零售并非一个科学的概念,历史上的历次零售变革都在当时可以说是新零售,这几年零售企业也一直尝试利用新技术改造自身业务。当业界热捧一个新的概念,总会引起很多企业的战略焦虑,跟风进入然后亏钱退出,这几年在团购,共享经济和全渠道零售等概念下,不乏这方面的案例。零售商们一直在进行渠道创新,运营创新,利用信息技术进行创新,因此零售业其实是个充满活力的、高科技的、全球化的和竞争激烈的行业。在资讯泛滥、商业模式快速迭代更替的环境中,零售业的领导者们需要沉静下来思考自身定位,回到经营本质:即在满足人们不断变化的购物,社交和娱乐需求的过程中,创造附加价值;这个附加价值取决于经营活动成本和顾客愿意支付价格的距离。随着两大零售阵营(京腾系和阿里系)的竞争格局形成,政策完善,巨头们也进入投资回报期,价格战等恶性竞争暂时缓和,信息技术和移动互联网加速发展,这个时代赋予了零售商们伟大的使命:利用信息技术,AI、区块链等新兴技术手段,打通生产和供应链体系的数据流、商品流、资金流、强化自有品牌,更好地与顾客互动,满足顾客的个性化需求,以零售商主导建设高效益、高效率的供应链体系。这是零售企业面临的重大机遇,各企业需要结合自身情况制定独特的竞争战略,运用系统思维来设计自身的核心价值链活动。本文以百联集团零售业态发展战略为研究目标,共分六章,第一章介绍百联集团基本情况并提出问题,2014年开始百联通过商务电子化战略,门店数字化战略等创新转型,但换来的不是业绩的增长,而是逐年下滑,而同期的消费市场却是增长的。第二章介绍相关的战略管理方法,战略相关理论和零售行业的理论研究。第三章对外部环境进行PEST分析,简要分析零售行业和竞争结构。第四章,尝试对百联商务电子化转型的成败得失进行复盘思考,对百联集团的经营现状进SWOT分析。第五章,为百联集团下一步发展制定战略定位,也就是在信息泛滥之下,制胜的关键在于占据顾客有限的心智,这需要企业制定区别于竞争对手的定位,有独特的价值主张,实施代价不大的,有价值的差异化战略。第六章,战略实施的保障措施,包括创建经营哲学,设计为内部经营服务的会计制度,在集团层面建立百联优品生活研究院支撑独特的战略定位,建设以顾客行为研究为导向的智能供应链。本文提出认知商店概念与方法,通过顾客购物行为的研究,针对某地区的客群统计信息和行为信息进行大数据画像,预测顾客个性化的人生阶段,季节性,日常型消费需求,建立顾客购物行为的数学模型,编写计算机软件模拟顾客购买行为。另一方面,编写计算机软件模拟商店的商品展示,促销,进货,库存管理和销售,实时计算出主要财务报表。通过顾客购买模拟器和商店经营模拟器的博弈,从而指导门店实施千店千面战略,计算针对每个顾客的个性化最优商品推荐,在合适的时机呈现给合适的顾客,节约顾客收集商品信息的时间成本,提高顾客忠诚度进而获得商品溢价,实现顾客的终身价值。更多还原

【Abstract】 In 2017,the total retail sales of consumer goods in China amounted to 36.6 trillion yuan,of which online shopping accounted for 15%,and consumption became the main driving factor of the national economy.With the popularity of mobile,user growth has slowed down,so pure e-commerce encounters its bottleneck.Online giants began to open real stores.Since 2011,with the rapid development of smart phone and social media,many real retail enterprises began to carry out Omni-channel retail strategy to seek business growth.Since 2013,the industry put forward the concept of O2 O integrating online and offline,and various retailers have tried various O2 O application scenarios.In 2014,the Bailian Group began to study and implement Omnichannel retail strategy.Using the internet,big data and artificial intelligence technology,the customer,goods and place were reconstructed to improve the efficiency of operation.In 2016,the Lei Jun put forward "new retail".Using information technology,the circulation and sales process of goods were upgraded,and the online line was integrated deeply.As a matter of fact,new retail is not a scientific concept,and all the historical retail changes can be said to be new retail at that time.In the past few years,retail businesses have been trying to use new technologies to transform their own business.When the industry has a new concept,it will always cause the strategic anxiety of many enterprises,follow the wind and lose money.In these years,there are no lack of such cases in the group coupon,sharing economy and the Omnichannel retail.Retailers have been doing channel innovation,operating innovation,and using information technology to innovate,so the retail industry is a vibrant,high-tech,global and competitive industry.In the environment of information flooding and rapid iterative replacement of business models,the leaders of the retail industry need to calm down to think about their own positioning and return to the nature of business: to create additional value in the process of meeting the changing needs of shopping,social and entertainment.Additional value is the distance of cost and the customer are willing to pay.With the formation of competition in the two-big retail camp(Tencent and Alibaba),the policy is perfect,the giants are also seeking the return of investment,the vicious competition such as price war has temporarily eased,the information technology and the mobile internet have accelerated.This era endows retailers with great mission: using information technology,AI,block chain and so on get through the data flow of production and supply chain system,commodity flow,capital flow,strengthen private brand,pay better interact role with customers,meet customer’s individualized demand,and build high efficiency supply chain by retailer.This is a major opportunity for retail enterprises.Enterprises need to formulate unique competitive strategies and design their own core value chain activities by using their own system thinking.This paper is based on the development strategy of Bailian Group,which is divided into six chapters.The first chapter introduces the basic situation of the Bailian Group and puts forward the problems.In 2014,the innovation transformation of the Bailian Group through the Omni-channel strategy and the digital strategy of the store does not lead to the growth of performance.The second chapter introduces related strategic management methods,theory of strategy and theoretical research of retailing industry.The third chapter analyzes the external environment by PEST,and briefly analyzes the retail industry and competition situation.The fourth chapter attempts to rethink the success and failure of Bailian business transformation,and analyze SWOT’s operation status.The fifth chapter,in order to make strategic positioning for the future development of Bailian Group,that is,under the flood of information,the key factor to win is to occupy the limited mind of the customers,which requires enterprises to make a distinction between the position of the competitor,the unique value proposition,the implementation of a valuable differentiation strategy.The sixth chapter,the safeguard measures of strategic implementation,including the creation of business philosophy,the design of the internal management of the accounting system,the group level of the establishment of a unique strategic positioning of the launch Good Life-style Research Institute,the construction of customer behavior research oriented intelligent supply chain.In this paper,the concept of cognitive store is put forward.Through the study of customer shopping behavior,a bit data portrait is carried out for the statistical information and behavioral information of the customers in a certain area.It predicts the individualized life stage of the customer,the seasonal and the daily consumption demand,establishes the mathematical model of the customer’s shopping behavior,and writes the computer software simulation.On the other hand,we write computer software to simulate commodity display,promotion,purchase,inventory management and sales,and automatically calculate the main financial statements.Through the game of the customer purchase simulator and the store management simulator,it guides the stores to carry out one place one shop strategy,calculates the best recommendation for each customer,presents the individuals with the right goods at the right time,saves the customer’s commodity information collection cost,and improves the customer loyalty.A premium is made to realize the lifetime value of the customer.更多还原