实体店路在何方

• 作 者: 王宝华
• 机 构: 福建省泉州市商务综合行政执法支队,
• 出 处: 经贸实践
• 发表日期: 2016年07期
• 关键词: 实体店 症结 出路

从2012年起,全国的实体零售店陆续步入下行轨道,各地纷纷出现关店潮。究其原因,实体店不是被电商击败,而是自身缺陷导致,其生存艰难的根源是不能满足消费者日益提升的消费需求,消费者变迁。从经营角度分析,经营成本提高、行业竞争白热化是客观原因,而零售模式落后、同质化现象严重、精细化管理缺乏是主观原因。在这种情况下,实体店如何转型,如何在无需投入太大成本的同时调整商业模式,重新获得消费者青睐,让消费者开心、放心、省心购物,在激烈竞争中实现华丽转身,是本文要探讨的问题。

From 2012 onwards, the country’s entity retail stores gradually into the downward trajectory, have emerged around the shop tide. The reason is that physical stores are not defeated by e-commerce, but due to their own shortcomings, the root causes of their survival difficulties can not meet the rising consumer demand for consumers, consumer change. From an operational point of view, the operating costs increase, the intense competition in the industry is the objective reason, and the retail model is backward, serious homogeneity, lack of refined management is the subjective reason. In this case, how to transform the store, how to adjust the business model without having to put too much cost, to regain the favor of consumers, to make consumers happy, rest assured, worry shopping, to achieve gorgeous turn in the fierce competition, is This article explores the issue.