實體零售業之數位轉型、平台策略與商業生態系標竿研究

受到新冠肺炎疫情的蔓延，以及線上電子商務的快速發展，近年來產業間的界線已日趨模糊，消費者購物型態亦出現改變。實體零售業在面對日益競爭的市場環境之下，紛紛開始進行數位轉型、發展平台策略、建構商業生態系，意圖透過策略與組織營運的變革，來提升企業核心能力，並更有效的運用資源。本研究透過研究兩岸實體零售業標竿企業的數位轉型策略，進而探討其在數位轉型、平台策略、商業生態系三大面向的應用與成功轉型的關鍵因素。筆者會回顧數位轉型、平台策略、商業生態系等文獻，探討虛實通路整合、全通路、平台策略整合模式、組織生態系的策略，其後也會透過個案研究分析，就兩岸零售標竿企業的重要轉型關鍵進行歸納與探討。本研究個案分析對象為臺灣「全聯福利中心」與大陸「蘇寧易購」，本研究指出：實體零售標竿企業在數位轉型方面，多透過與第三方資訊公司一同推出自家行動支付，以及積極佈局企業線上App與平台，將既有實體門市到顧客導流至線上，同時也發展自家品牌的生態系，讓顧客能夠在其生態系中享有完善、便利的服務，進而達到線上線下(O2O)業務串接的綜效。全聯福利中心藉由「PX Pay」與「PX GO!全聯線上購」串連全聯生態系，將會員與支付系統綁定於個人智慧裝置上，同時提供顧客線上下單且到店取貨的服務，有效帶動O2O服務與提升企業於數位行銷、庫存管理領域，以及對於顧客消費行為有更深入的了解。蘇寧易購與IBM合作打造智慧便利的蘇寧生態系，推出「蘇寧支付(易付寶)」，其可串連蘇寧易購集團各子公司的服務，同時結合智慧物流管理、物聯網、人工智慧技術與自動化倉儲等系統作為關鍵支持，以達到虛實整合的服務與優化顧客消費體驗，同時蘇寧積極發展業態創新策略，佈局雲商、金融服務等業務，以持續拓展蘇寧易購生態系的規模。

關鍵字

零售業；實體零售業；數位轉型；平台策略；商業生態系；標竿研究

並列摘要

During the pandemic of COVID-19 and the rapid development of E-commerce, the distinguish between industries are getting ambiguous. Also, as the Brick-and-Mortar retailers have been facing the intensive competition of the industries, they were starting to get involved the digital transformation, developing their own platform strategies and establishing the business ecosystem of their own brands. We discussed about the issues of Digital Transformation, Platform Strategies and Business Ecosystems. Also, we analyzed the benchmarking of the Brick-and-Mortar Retailers, PX Mart of Taiwan and Suning.com of Mainland China. First, PX Mart released “PX Pay” and “PX Go!” Apps to develop its business ecosystem, its customers could have their personal membership card and E-payment all in one on the smartphones. Meanwhile, PX Mart offered services for customers by ordering online and taking delivery of the products at the store. PX Mart was aggressively applied Online-to-Offline(O2O) strategies to build strong networks between its brick-and-mortars and online platforms, enhancing its Digital Marketing and Customer Relationship Management aspects. Next, Suning.com was cooperated with IBM, which was the famous information systems’ supplier all over the world, offering online electronic payment services. Also, Suning.com consolidated the systems with Smart Logistics Management, Internet Of Things, Artificial Intelligence Technology and Automated Fulfillment Center, etc., in order to provide O2O services and optimize the shopping experiences for customers. Besides, Suning.com developed the innovative strategies of type of business, expanding its cloud business, financial services and the scale of Suning business ecosystem.

並列關鍵字

Retailing ； Brick-and-Mortar Retailers ； Digital Transformation ； Platform Strategy ； Business Ecosystem ； Benchmarking

參考文獻

中文文獻

Google Scholar

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