摘 要
随着数字技术的快速发展，传统零售业正面临前所未有的挑战与机遇。本研究以数字化视角为切入点，深入探讨传统零售业商业模式转型的路径与策略。研究采用多案例分析与实证研究相结合的方法，选取了10家具有代表性的传统零售企业作为研究对象，通过深度访谈、问卷调查和数据分析等手段，系统考察了数字化转型对零售企业运营模式、价值创造和竞争优势的影响机制。研究发现，数字化转型促使传统零售业从单一渠道向全渠道融合转变，推动了"线上+线下"的无缝衔接；同时，数据驱动决策、智能化供应链管理和个性化客户服务成为新商业模式的核心要素。研究创新性地构建了传统零售业数字化转型的评估指标体系，提出了基于数字化的商业模式创新框架。
关键词：数字化转型 传统零售业 商业模式创新
Abstract
With the rapid development of digital technology, the traditional retail industry is facing unprecedented challenges and opportunities. This study takes the digital perspective as the breakthrough point, and deeply discusses the path and strategy of the transformation of the traditional retail business model. The research adopted the method of multi-case analysis and empirical research, and 10 representative traditional retail enterprises were selected as the research ob jects. Through in-depth interviews, questionnaire survey and data analysis, the influence mechanism of digital transformation on the operation mode, value creation and competitive advantage of retail enterprises were systematically investigated. It is found that the digital transformation promotes the traditional retail industry from single channel to omni-channel integration, promoting the seamless connection of "online + offline"; Meanwhile, data-driven decision-making, intelligent supply chain management and personalized customer service become the core elements of the new business model. The research innovatively constructs the evaluation index system of the digital transformation of the traditional retail industry, and puts forward the business model innovation fr amework based on digitalization.
Keyword: Digital transformation Traditional retail Business model innovation
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法与思路 1
2传统零售业数字化转型的理论基础 2
2.1商业模式转型的理论框架 2
2.2数字化技术对零售业的影响机制 2
2.3传统零售业数字化转型的关键要素 3
3传统零售业数字化转型的现状分析 3
3.1传统零售业数字化转型的主要模式 3
3.2典型企业数字化转型案例分析 4
3.3传统零售业数字化转型面临的挑战 5
4传统零售业数字化转型的路径选择 5
4.1基于数字技术的商业模式创新策略 5
4.2线上线下融合发展的实施路径 6
4.3数字化转型的组织保障与人才培养 6
5结论 7
参考文献 8
致谢 9
随着数字技术的快速发展，传统零售业正面临前所未有的挑战与机遇。本研究以数字化视角为切入点，深入探讨传统零售业商业模式转型的路径与策略。研究采用多案例分析与实证研究相结合的方法，选取了10家具有代表性的传统零售企业作为研究对象，通过深度访谈、问卷调查和数据分析等手段，系统考察了数字化转型对零售企业运营模式、价值创造和竞争优势的影响机制。研究发现，数字化转型促使传统零售业从单一渠道向全渠道融合转变，推动了"线上+线下"的无缝衔接；同时，数据驱动决策、智能化供应链管理和个性化客户服务成为新商业模式的核心要素。研究创新性地构建了传统零售业数字化转型的评估指标体系，提出了基于数字化的商业模式创新框架。
关键词：数字化转型 传统零售业 商业模式创新
Abstract
With the rapid development of digital technology, the traditional retail industry is facing unprecedented challenges and opportunities. This study takes the digital perspective as the breakthrough point, and deeply discusses the path and strategy of the transformation of the traditional retail business model. The research adopted the method of multi-case analysis and empirical research, and 10 representative traditional retail enterprises were selected as the research ob jects. Through in-depth interviews, questionnaire survey and data analysis, the influence mechanism of digital transformation on the operation mode, value creation and competitive advantage of retail enterprises were systematically investigated. It is found that the digital transformation promotes the traditional retail industry from single channel to omni-channel integration, promoting the seamless connection of "online + offline"; Meanwhile, data-driven decision-making, intelligent supply chain management and personalized customer service become the core elements of the new business model. The research innovatively constructs the evaluation index system of the digital transformation of the traditional retail industry, and puts forward the business model innovation fr amework based on digitalization.
Keyword: Digital transformation Traditional retail Business model innovation
目 录
1绪论 1
1.1研究背景与意义 1
1.2国内外研究现状 1
1.3研究方法与思路 1
2传统零售业数字化转型的理论基础 2
2.1商业模式转型的理论框架 2
2.2数字化技术对零售业的影响机制 2
2.3传统零售业数字化转型的关键要素 3
3传统零售业数字化转型的现状分析 3
3.1传统零售业数字化转型的主要模式 3
3.2典型企业数字化转型案例分析 4
3.3传统零售业数字化转型面临的挑战 5
4传统零售业数字化转型的路径选择 5
4.1基于数字技术的商业模式创新策略 5
4.2线上线下融合发展的实施路径 6
4.3数字化转型的组织保障与人才培养 6
5结论 7
参考文献 8
致谢 9
