[导(Dao)读(Du)] 过(Guo)去(Qu)的(De)几(Ji)年(Nian)里(Li)，(?)实(Shi)体(Ti)零(Ling)售(Shou)在(Zai)与(Yu)线(Xian)上(Shang)消(Xiao)费(Fei)渠(Qu)道(Dao)的(De)竞(Jing)争(Zheng)中(Zhong)江(Jiang)河(He)日(Ri)下(Xia)。(?)如(Ru)今(Jin)，(?)“(?)新(Xin)零(Ling)售(Shou)”(?)这(Zhe)一(Yi)概(Gai)念(Nian)应(Ying)运(Yun)而(?)生(Sheng)，(?)实(Shi)体(Ti)零(Ling)售(Shou)的(De)升(Sheng)级(Ji)转(Zhuan)型(Xing)迫(Po)在(Zai)眉(Mei)睫(Jie)。(?)传(Chuan)统(Tong)零(Ling)售(Shou)业(Ye)只(Zhi)有(You)实(Shi)施(Shi)数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)，(?)才(Cai)能(Neng)跟(Gen)上(Shang)“(?)新(Xin)零(Ling)售(Shou)”(?)的(De)趋(Qu)势(Shi)，(?)才(Cai)有(You)机(Ji)会(Hui)在(Zai)这(Zhe)场(Chang)“(?)没(Mei)有(You)硝(Xiao)烟(Yan)的(De)战(Zhan)争(Zheng)”(?)中(Zhong)生(Sheng)存(Cun)下(Xia)来(Lai)。(?)

中(Zhong)国(Guo)传(Chuan)统(Tong)零(Ling)售(Shou)业(Ye)面(Mian)临(Lin)日(Ri)益(Yi)严(Yan)峻(Jun)的(De)经(Jing)营(Ying)形(Xing)势(Shi)。(?)根(Gen)据(Ju)中(Zhong)华(Hua)全(Quan)国(Guo)商(Shang)业(Ye)信(Xin)息(Xi)中(Zhong)心(Xin)的(De)监(Jian)测(Ce)数(Shu)据(Ju)，(?)2016年(Nian)中(Zhong)国(Guo)百(Bai)家(Jia)重(Zhong)点(Dian)大(Da)型(Xing)零(Ling)售(Shou)企(Qi)业(Ye)零(Ling)售(Shou)额(E)同(Tong)比(Bi)下(Xia)降(Jiang)0.5％(?)，(?)降(Jiang)幅(Fu)相(Xiang)比(Bi)上(Shang)年(Nian)扩(Kuo)大(Da)了(Liao)0.4个(Ge)百(Bai)分(Fen)点(Dian)。(?)

中(Zhong)国(Guo)连(Lian)锁(Suo)经(Jing)营(Ying)协(Xie)会(Hui)和(He)普(Pu)华(Hua)永(Yong)道(Dao)联(Lian)合(He)发(Fa)布(Bu)的(De)相(Xiang)关(Guan)报(Bao)告(Gao)显(Xian)示(Shi)，(?)中(Zhong)国(Guo)零(Ling)售(Shou)企(Qi)业(Ye)的(De)销(Xiao)售(Shou)和(He)利(Li)润(Run)增(Zeng)长(Chang)逐(Zhu)年(Nian)下(Xia)滑(Hua)。(?)超(Chao)市(Shi)的(De)销(Xiao)售(Shou)增(Zeng)速(Su)在(Zai)个(Ge)位(Wei)数(Shu)的(De)水(Shui)平(Ping)；(?)规(Gui)模(Mo)较(Jiao)大(Da)的(De)大(Da)型(Xing)百(Bai)货(Huo)店(Dian)和(He)综(Zong)合(He)店(Dian)甚(Shen)至(Zhi)出(Chu)现(Xian)了(Liao)收(Shou)入(Ru)负(Fu)增(Zeng)长(Chang)的(De)情(Qing)况(Kuang)。(?)

与(Yu)传(Chuan)统(Tong)零(Ling)售(Shou)业(Ye)表(Biao)现(Xian)低(Di)迷(Mi)相(Xiang)对(Dui)应(Ying)的(De)是(Shi)，(?)电(Dian)子(Zi)商(Shang)务(Wu)正(Zheng)占(Zhan)据(Ju)越(Yue)来(Lai)越(Yue)多(Duo)的(De)市(Shi)场(Chang)份(Fen)额(E)。(?)2016年(Nian)中(Zhong)国(Guo)网(Wang)上(Shang)零(Ling)售(Shou)额(E)占(Zhan)社(She)会(Hui)消(Xiao)费(Fei)品(Pin)零(Ling)售(Shou)总(Zong)额(E)的(De)约(Yue)16％(?)，(?)预(Yu)计(Ji)未(Wei)来(Lai)几(Ji)年(Nian)还(Huan)将(Jiang)持(Chi)续(Xu)上(Shang)升(Sheng)。(?)与(Yu)此(Ci)同(Tong)时(Shi)，(?)阿(A)里(Li)、(?)京(Jing)东(Dong)等(Deng)大(Da)型(Xing)电(Dian)商(Shang)企(Qi)业(Ye)积(Ji)极(Ji)向(Xiang)线(Xian)下(Xia)渗(Shen)透(Tou)，(?)联(Lian)手(Shou)传(Chuan)统(Tong)零(Ling)售(Shou)企(Qi)业(Ye)，(?)打(Da)造(Zao)“(?)新(Xin)零(Ling)售(Shou)”(?)概(Gai)念(Nian)。(?)

面(Mian)对(Dui)电(Dian)商(Shang)侵(Qin)袭(Xi)，(?)传(Chuan)统(Tong)零(Ling)售(Shou)业(Ye)转(Zhuan)型(Xing)升(Sheng)级(Ji)迫(Po)在(Zai)眉(Mei)睫(Jie)

在(Zai)上(Shang)海(Hai)举(Ju)行(Xing)的(De)“(?)2017中(Zhong)国(Guo)零(Ling)售(Shou)数(Shu)字(Zi)化(Hua)创(Chuang)新(Xin)大(Da)会(Hui)”(?)上(Shang)，(?)与(Yu)会(Hui)专(Zhuan)家(Jia)普(Pu)遍(Bian)指(Zhi)出(Chu)，(?)“(?)数(Shu)字(Zi)化(Hua)应(Ying)该(Gai)是(Shi)零(Ling)售(Shou)业(Ye)实(Shi)现(Xian)转(Zhuan)型(Xing)和(He)创(Chuang)新(Xin)的(De)一(Yi)个(Ge)重(Zhong)要(Yao)突(Tu)破(Po)口(Kou)。(?)”(?)

数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)能(Neng)够(Gou)加(Jia)速(Su)重(Zhong)构(Gou)零(Ling)售(Shou)业(Ye)态(Tai)，(?)让(Rang)零(Ling)售(Shou)变(Bian)得(De)更(Geng)为(Wei)“(?)智(Zhi)慧(Hui)”(?)，(?)也(Ye)让(Rang)实(Shi)体(Ti)商(Shang)业(Ye)去(Qu)更(Geng)多(Duo)关(Guan)注(Zhu)消(Xiao)费(Fei)体(Ti)验(Yan)。(?)万(Wan)达(Da)网(Wang)络(Luo)科(Ke)技(Ji)公(Gong)司(Si)副(Fu)总(Zong)裁(Cai)徐(Xu)辉(Hui)表(Biao)示(Shi)，(?)商(Shang)业(Ye)的(De)本(Ben)质(Zhi)主(Zhu)要(Yao)是(Shi)3个(Ge)要(Yao)素(Su)即(Ji)人(Ren)、(?)物(Wu)、(?)场(Chang)，(?)实(Shi)体(Ti)商(Shang)业(Ye)的(De)转(Zhuan)型(Xing)也(Ye)就(Jiu)是(Shi)如(Ru)何(He)运(Yun)用(Yong)先(Xian)进(Jin)科(Ke)技(Ji)去(Qu)实(Shi)现(Xian)线(Xian)上(Shang)线(Xian)下(Xia)的(De)融(Rong)合(He)，(?)为(Wei)消(Xiao)费(Fei)者(Zhe)打(Da)造(Zao)出(Chu)“(?)实(Shi)体(Ti)＋(?)互(Hu)联(Lian)网(Wang)”(?)的(De)一(Yi)体(Ti)化(Hua)全(Quan)场(Chang)景(Jing)生(Sheng)态(Tai)圈(Quan)。(?)

零(Ling)售(Shou)业(Ye)的(De)数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)是(Shi)大(Da)势(Shi)所(Suo)趋(Qu)，(?)但(Dan)现(Xian)状(Zhuang)并(Bing)不(Bu)乐(Le)观(Guan)。(?)普(Pu)华(Hua)永(Yong)道(Dao)不(Bu)久(Jiu)前(Qian)调(Diao)研(Yan)了(Liao)全(Quan)球(Qiu)350位(Wei)CEO，(?)其(Qi)中(Zhong)包(Bao)括(Kuo)来(Lai)自(Zi)中(Zhong)国(Guo)的(De)55位(Wei)CEO。(?)在(Zai)全(Quan)部(Bu)受(Shou)访(Fang)者(Zhe)中(Zhong)，(?)超(Chao)过(Guo)80％(?)的(De)CEO认(Ren)为(Wei)投(Tou)资(Zi)互(Hu)联(Lian)网(Wang)的(De)转(Zhuan)型(Xing)、(?)企(Qi)业(Ye)的(De)数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)是(Shi)他(Ta)们(Men)第(Di)一(Yi)考(Kao)虑(Lu)的(De)要(Yao)务(Wu)。(?)但(Dan)是(Shi)，(?)目(Mu)前(Qian)超(Chao)过(Guo)51％(?)的(De)零(Ling)售(Shou)企(Qi)业(Ye)尚(Shang)未(Wei)开(Kai)始(Shi)实(Shi)施(Shi)数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)。(?)

中(Zhong)国(Guo)连(Lian)锁(Suo)经(Jing)营(Ying)协(Xie)会(Hui)秘(Mi)书(Shu)长(Chang)裴(Pei)亮(Liang)指(Zhi)出(Chu)，(?)目(Mu)前(Qian)，(?)中(Zhong)国(Guo)零(Ling)售(Shou)业(Ye)的(De)数(Shu)字(Zi)化(Hua)发(Fa)展(Zhan)水(Shui)平(Ping)还(Huan)处(Chu)在(Zai)从(Cong)起(Qi)步(Bu)到(Dao)优(You)化(Hua)的(De)阶(Jie)段(Duan)；(?)另(Ling)外(Wai)，(?)前(Qian)台(Tai)的(De)数(Shu)字(Zi)化(Hua)要(Yao)领(Ling)先(Xian)于(Yu)后(Hou)台(Tai)的(De)数(Shu)字(Zi)化(Hua)，(?)即(Ji)数(Shu)字(Zi)化(Hua)营(Ying)销(Xiao)、(?)全(Quan)渠(Qu)道(Dao)策(Ce)略(Lue)等(Deng)要(Yao)明(Ming)显(Xian)领(Ling)先(Xian)于(Yu)商(Shang)品(Pin)的(De)数(Shu)字(Zi)化(Hua)和(He)供(Gong)应(Ying)链(Lian)的(De)数(Shu)字(Zi)化(Hua)。(?)

针(Zhen)对(Dui)当(Dang)前(Qian)零(Ling)售(Shou)业(Ye)的(De)数(Shu)字(Zi)化(Hua)转(Zhuan)型(Xing)浪(Lang)潮(Chao)，(?)沃(Wo)顿(Dun)商(Shang)学(Xue)院(Yuan)大(Da)卫(Wei)贝(Bei)尔(?)教(Jiao)授(Shou)认(Ren)为(Wei)，(?)企(Qi)业(Ye)在(Zai)转(Zhuan)型(Xing)过(Guo)程(Cheng)中(Zhong)要(Yao)基(Ji)于(Yu)两(Liang)个(Ge)原(Yuan)则(Ze)，(?)第(Di)一(Yi)是(Shi)通(Tong)过(Guo)零(Ling)售(Shou)数(Shu)字(Zi)化(Hua)帮(Bang)助(Zhu)零(Ling)售(Shou)企(Qi)业(Ye)提(Ti)高(Gao)运(Yun)营(Ying)效(Xiao)率(Lu)，(?)提(Ti)高(Gao)投(Tou)资(Zi)回(Hui)报(Bao)；(?)第(Di)二(?)，(?)要(Yao)努(Nu)力(Li)通(Tong)过(Guo)零(Ling)售(Shou)的(De)数(Shu)字(Zi)化(Hua)系(Xi)统(Tong)提(Ti)升(Sheng)顾(Gu)客(Ke)体(Ti)验(Yan)的(De)满(Man)意(Yi)度(Du)和(He)忠(Zhong)诚(Cheng)度(Du)，(?)最(Zui)终(Zhong)提(Ti)升(Sheng)销(Xiao)售(Shou)。(?)

普(Pu)华(Hua)永(Yong)道(Dao)中(Zhong)国(Guo)零(Ling)售(Shou)及(Ji)销(Xiao)售(Shou)品(Pin)行(Xing)业(Ye)主(Zhu)管(Guan)合(He)伙(Huo)人(Ren)王(Wang)笑(Xiao)表(Biao)示(Shi)，(?)资(Zi)本(Ben)和(He)技(Ji)术(Shu)将(Jiang)加(Jia)速(Su)中(Zhong)国(Guo)零(Ling)售(Shou)业(Ye)的(De)变(Bian)革(Ge)。(?)在(Zai)当(Dang)前(Qian)提(Ti)升(Sheng)数(Shu)字(Zi)化(Hua)应(Ying)用(Yong)方(Fang)面(Mian)要(Yao)注(Zhu)意(Yi)三(San)点(Dian)，(?)首(Shou)先(Xian)数(Shu)字(Zi)化(Hua)的(De)应(Ying)用(Yong)方(Fang)向(Xiang)是(Shi)要(Yao)提(Ti)升(Sheng)运(Yun)营(Ying)效(Xiao)率(Lu)，(?)其(Qi)次(Ci)是(Shi)要(Yao)能(Neng)够(Gou)节(Jie)约(Yue)业(Ye)务(Wu)成(Cheng)本(Ben)和(He)优(You)化(Hua)绩(Ji)效(Xiao)，(?)另(Ling)外(Wai)要(Yao)提(Ti)升(Sheng)渠(Qu)道(Dao)和(He)风(Feng)险(Xian)管(Guan)理(Li)。(?)