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论文编号：	9773
作者编号：	2120152557
上传时间：	2017/12/10 23:39:58
中文题目：	新零售背景下实体零售业服务创新研究 ——以电子消费品零售店为例
英文题目：	A Study of Service Innovation for Entity Retail Industry in New Retail Era: Consumer Electronic Stores for example
指导老师：	张国萍
中文关键字：	新零售 实体零售业 服务创新 RVITS模型
英文关键字：	New-Retail; Entity Retail; Service Innovation; RVITS Model
中文摘要：	近年来，网络零售的快速发展、顾客消费方式的转移一度对实体零售业造成冲击，不断积累的电商客户的资源让传统实体店的发展陷入困境，实体零售业日渐衰退；而2016年起网络零售增长速度放缓，网络零售面临瓶颈期。随着新零售概念的提出，2017年我国传统实体零售业进入新零售时代，产业回暖态势明显，但传统零售商依然面临关店的窘境，而业内外战略合作，不同行业并购催生出的新型零售店却在不断刷新零售业的纪录。传统零售商转型势在必行，转型离不开创新。零售店最根本的是商品与服务，研究新零售理论内涵以及零售业服务创新体系，探究零售店服务创新路径与方向，具有一定研究价值和现实意义。 全文首先对服务创新理论和零售创新发展理论进行综述，进而以服务创新四维度模型为基础，综合顾客价值理论，结合新零售背景下零售业特点，创新性地提出实体零售店服务创新RVITS模型，同时阐述该模型的内涵、影响因素、创新途径。本文认为实现零售业服务创新需要从五个维度考量：新经营理念、零售店增值界面、内部传递系统、技术应用、新零供关系。服务创新实践也会受到内外部影响：组织结构、企业文化、员工素质、行业地位因素、顾客、技术进步等。 进而运用案例分析法，选择具有典型意义的电子消费品零售店作为研究对象，展开深入的案例研究。通过分析，归纳出零售业服务创新发展的特征和规律，最终在模型分析的基础上总结出我国零售业在新零售背景下服务创新发展的应对策略。实体零售业创新需要设立以价值共享为基础的经营理念，基于平等多融合的全新零供关系，引进反复丰富多样的产品服务，运用线上和线下独有优势实现顾客价值增值，将新科技技术应用于供应链、组织内部和外部顾客交互各个环节。跨界将是新零售的必经之路，会有更多行业跨界融入实体零售业，整合出新的零售模式，只有开放融合，才能创建出崭新的零售业态，实现零售服务升级。
英文摘要：	In recent years, the rapid development of Online Retail shocked the traditional Entity Retail industry. The new way of consumption puts entity retail development in a predicament and the rapid development of online retail which confronted with a glass ceiling also went down since 2016. While in the late of 2016, “New-Retail” Concept came out and initiated a revolution of traditional Retail industry. In 2017 the traditional retail industry shows thriving development trend while lots traditional retailers are still faced with the plight of management. They had to close stores or much worse. The traditional Retail industry must get transformation and update to a new standard. Goods and services is the basis of Retail. There will be research and practical value to exploring the path and direction of retail service innovation. Firstly, the thesis reviewed the service innovation theory and retail innovation theory, then proposed RVITS Retail Service Innovation Model based on reviewing literatures and combined with the theory of customer value. The thesis suggested that the retail service innovation contains five dimensions: Retail concept, Value-added service interface in store, Internal delivery system, Technology applications, relationship of retailer and Supply. The practice of service innovation will also be affected by internal and external factors: organizational structure, corporate culture, staff quality, industry status factors, customers, technological progress. Then this paper took three typical retailers like X store, Xiaomi Home, Hongtu Brookstone as research cases to carry out the study, after deep analysis, interpretation and comparison of the difference and similarities. Finally, this paper summed up the path of retail service innovation based on the RVITS model. There will be more industry cross-border integration between entity and online retail. The entity retail will achieve new prosperity after deepening adjustment of the industry.
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