新零售下的實(shí)體店發(fā)展研究外文文獻(xiàn)翻譯

外文文獻(xiàn)翻譯原文及譯文文獻(xiàn)出處:RoyTheresearchofstoresunderthenewretail[J].InternationalJournalofRetail&DistributionManagement,2017,3(5):434-445.原文TheresearchofstoresunderthenewretailRoyParkAbstractInearlyJune,2016,unitedbusinessnetworkintheindustryforthefirsttimeputforwardtheconceptof"newretail",andorganizerelevantdiscussions,meetings,openWeChatpublicwiththesamenumberandupdatetheAPP.The"newretail"hasbecomethehottestwordintheretailbusinessdevelopmentin2016.Allpartiesareonthe"newretail"putforwardtheirownviews,alsomakestheofflinestoresallmanagersmoreprofoundlyunderstandthedevelopmenttrendoftheretailindustry.Forourretailstores,fromthetraditionalretailmodeltothe"newretaildevelopment,mustrevolvearoundthefollowingthreeaspectstorealizethechangeofinnovation.Keywords:retailinnovation,newretail,e-business1TheoverviewofnewretailForthe"newretail"concept,intheindustryhavedifferentpointofview,someexpresseddoubtordon'tunderstand.Thenewretailcanreallypromotethedevelopmentofindustry,whichmaybecontroversialproblem.Whosenewretailwillbehowtoreduceinventory,reduceinventory,offlinebusinessentitiesandonlinecantrulyintegration,howtoreconstructtherelationshipbetweenproducersandconsumersonissuessuchasleft.Thishascausedalotofreadinganddoubts.Yearsearlier,thebusinessmanunderstandingoflineisthatifyouwantmoregoodsales,youmustputabettermarketingfromthetraditionalwaytoInternet.AndnowtheInternethasfarmorethanjustasales,marketingchannels,butcanhelpmerchantsbuildbrand,forusersoflifecyclemanagement,toacquirenewusers,maintenanceofoldcustomers,arousethesleeping,thewayoftheconstructionofthechannelischanging.Andchannels,sales,andchangeofthewholelogisticssystem,especiallythetransformationofthesupplychainsystem,willeventuallygobigdatadrivenproductdesign,productmanufacturing,isthe"newmanufacturing".Newretailwilldrivefutureisdifferentfromtheformatsofretailproductsnow,itisnotdepartmentstores,shoppingcenterorachainofconveniencestores,shoppingmalls,supermarkets,butanewgenerationofretailproducts,isthroughthechangeofretailproducts.Retailproductinnovation,avarietyofflowersinthefuturewillbebasedonthereconstructionofthecommercialelements.Theinnovationofretailtechnologynterprisematerialcultureiscreatedbyemployeesproductsandimplementationofvarioussubstancesconstitutethesurfacelayeroftheenterpriseculture.Retailerssellproductsandservicesaretheprimarycontentofthematerialculture,followedbythemarketenvironment,corporatelogo,employeeidentity,anddegreeoftechnologyandequipmentmodernizationandcivilization,theyarethemaincontentofenterprisematerialculture.Retailtechnologyinnovationisfromtheaspectssuchasproduct,service,andmarketenvironmentimpactonthematerialculture.Thepopularizationandapplicationofnewtechnology,POS,EDIandotherbusinessinformationsystemdevelopmentandapplication,willimprovetheretailsalesenterprisebusinessflow,logistics,cashflowandinformationflowofthedegreeofmodernization,improveprocesscontrolabilityofretailenterprises.Thebehaviorofenterpriseculture,isreferstotheenterprisestaffintheproductionandbusinessoperation,learning,entertainmentactivitiesofculture.Retailstoremanagement,stafftraining,education,propaganda,humanrelationsactivity,recreationalsportsactivitiesofculturalphenomenon,isthemaincontentoftheenterprisebehaviorculture.Retailtechnologyinnovationrequirescompaniestobuildencouraginginnovationinternalenvironment,andasthestaffcodeofconduct,stimulatethestaff'sintelligence,centripetalforceandcreativity.Retailenterpriseintroductionofnewtechnology,innovationmodeofoperation,isboundtotheemployeesacomprehensiverangeofskillstrainingandguidance,thistoacertainextent,canimprovethecomprehensivequalityofemployees,soastoimproveenterpriseservicelevel.theotherhand,theuseofthenewtechnologyattachesgreatimportancetotherelationshipbetweentheemployeesandthecompany,makeemployeeshavesenseofresponsibilityandengagement,cultivatinginnovativeconsciousnessandcompetitiveconsciousness,theenterprisetoformthemodeleffect,promotesthechangeenterprisebehaviorculture.Retailenterprisesbelongtotheserviceindustry,serviceistheeternaltheme,thequalityofservicequalityandemployeehasgreatrelationship,itistoalargeextentinfluencetherelationshipbetweenthestaffandcustomers.So,theinnovationopportunitiesforstaffemployeesatisfactionshouldbearetailchainenterprisebehaviorculture,onlytoemployeesatisfaction,tobeabletoprovidehighquality,customersatisfactionservices.Thesystemoftheenterprisecultureisthemediationofspiritandmatter,whichincludesretailsalesenterpriseleadingsystem,organizationanddailymanagementsystem,salarysystem,appraisalsystem,trainingsystem,businessincentivesystem,etc.Retailtechnologyinnovationrequirescompaniestotransformtraditionalbusinesswithgoodculturalmechanism,givefullplaytotheenterpriseculturetoformagoodmechanismtopromoteandsafeguardfunction,theenhancemententerprise'scohesiveforceandfightingcapacity.Relyontheinnovationofthesupplychainprocurementmode,suchasWal-Marttominimizethecostofsupply,stickingtothelowestprice,smallprofitsforcustomers,treatcustomersatthesametime,willsatisfythecustomer,respectforcustomers,servicecustomersinthefirstplace,wonthecustomertrustforWal-Mart,andbringhugereturns.Thespiritoftheenterprisecultureistheenterprisecultureofhighlyconcentrated,itisthecoreofenterpriseculture,theretailenterprisesinthelong-termoperationandmanagementintheprocessofgraduallyformeditsownuniquebusinessphilosophyandmanagementstylecultureideaputforwardneedtechnologyassupport,retailtechnologyinnovationwillcausethechangeofthespiritofenterprisecultureaspect,itisretailenterprisespirit,concept,managementphilosophy.Newretailindustryandtherealstore3.1StrategicthinkingFromChinamerchantscentered"principal"thinking,tobusinesscentered"proprietary"thinking.Retailmarketinthe"newnormal"hasforcedentityshoptoreviewwiththesupplier,therelationshipbetweenthethinkingtorethinktheretailstrategy.Onceuponatimethe"principallodger"ofthinkingforthecenterwithmerchants,put"opposites"suppliers.Thestoresearnbigprofits,butallowmanysuppliershavetochangechannels,turnedto"lowcost"electricbusinesschannels,thusfurtherlackofofflinestorebrand,leadtotheoperationstateofphysicalstoresallthemoreworrying.Inthenewretailenvironment,theoperatorshouldadjustthestrategicthinkingofphysicalstores,abandonthe"principallodger"foralongtimeforthemainstreaminvestmentthinking.Reviewwiththesupplierrelationsofcooperation,setupwiththesupplier"symbiosis,create,win-win"equalpartnership.thesupplier'sbrandandcommoditiesasastore'sownbrandandcommodity,namelyestablishbusinesscentered"proprietary"thinking,participateinthesupplier'sgoodsmanagement,salesmanagement,inventorymanagement,etc.,commontoprovidecustomerswithservices,throughcustomerservicevaluetoforma"communityofinterests"inthesupplychain.Inthecaseofsalesgrowthofbetweenpartnersshareinterests,tojointlypromotetheestablishmentoftheretailecosystem.ManagementconceptualchangeFromtheconceptofthesellerandforthecenterwithgoodsistocustomerasthecenterofthebuyer.Fromtheplannedeconomyeraofcommodityeconomyisstillintheinfluenceontheideologyofentityshopoperators,althoughwiththeconceptofconsumersasthecenterinmorethan20yearsago,butthe"pretty"entityshoprarelytothinkabouttheneedsoftheconsumers,inthecaseofadeclineineconomicenvironment,forceentityshopoperatorsthinkingtransformation,butmanystillbelongtothepassivetransformation.Newretailmarketenvironment,withtheintensificationofcompetition,theemergenceofvariousnewretailformats,greatchangeshavetakenplaceinconsumers'consumptiondemand,timelygraspconsumertrendsandtimelyadjusttheoperatorhasbecomephysicalstorestransformationsuccessfulleader.Appearinthemarketinrecentyears,manyofthesuccessfulretailbusinessistoadapttothecurrentconsumerespeciallyafter80,80aftertheyoungergenerationofconsumerdemandandtoopenstores,withfashion,personality,experienceasthecoreofmanagementandmakeyoungchasingstickstosocialize.Underthenewretail,whereconsumers,whereisthestoreserviceshouldbe.Onlyinthisway,offlineretailhaveasustainablefuture.ManagementtransformationFromtheextensivemodeofpropertymanagementisintoarefinementofthedetailmanagementstyle.Mostofthestoresinthe"principal"undertheguidanceofstrategicthinking,takeaextensivemodeofpropertymanagement,operationandmanagementofthesupplierjustblindly"management",thereareveryfew"service",andalsotocustomersjusttheimageof"cold",ithasmuchmoreprominentinthestate-runstoresinsome,especiallyinthecaseoftheagingoftheoperators,lessmotivationtochange.Forprivateasthemainbodyoftheentityshophastorealizetheimportanceofmanagement,nomatterfromthepropertyoftheenvironmenttobuild,brandportfolio,functionalcollocation,humanizedservicemeasureshavebeenchangingideas,positiveserviceforconsumers,appearconstantlyonmanycasesoftheindustryshouldlearn.UnderthenewretailstoresmoretoembracetheInternet,onlinelearningtheexperienceoftheelectricity,theorganiccombinationofinformationtechnologyandmanagement,firmlygraspthetwocoreelementsofthegoodsandcustomerstoputcustomersinthestorechoose,order,payment,logistics,after-sales,assessment,andsharetraditionaltradinglinksbecomemoreconvenient,moreexperience.Quantitativeanddigitalmanagementintheprocessofrefinementmanagement,willbringaphysicalstoremeasurable,verifiable,andtouselargeamountsofdatacanbeanalyzed,thedataisconvertedintoservicecustomers,serviceproviders,moredetailsofstrengtheningmanagement"resource",andthroughthedataresources,hardwareenvironment,andintegratethesoftmanagement,realizetheupgradingdevelopmentofthestores.Newretailenvironment,entityshopintheaspectsofthinking,ideas,methods,andinnovationtransformationiseyebrownimble.Whoreallygrasptheconnotationandessenceofthe"newretail"represents,whocanbeclosertoconsumers,inthenewroundofcompetitiontohavemorechance.ConclusionsWhateverphysicalstoreschangeanddevelopment,regardlessofthefuturedevelopmentofthe"newretail"modelwillbe,offlinestoresandelectricbusinessplatform,allshouldgrasptheconsumerdemand,withthethinkingoftheInternetandtechnology,buildanewpatterncharacterizedbytheintegrationofallonlineretail.譯文新零售下的實(shí)體店發(fā)展研究RoyPark摘要2016年6關(guān)討論、風(fēng)云會(huì)議、開設(shè)同名微信公眾號(hào)和更新APP儼然成為2016年零售商業(yè)發(fā)展最熱的字眼。各方都不約而同地對(duì)“新零售”提出了各自觀點(diǎn)，也使得線下實(shí)體店的各位管理者們更加深刻地理解零售業(yè)的發(fā)展趨勢(shì)。對(duì)于我們零售門店來說，要從傳統(tǒng)零售模式向“新零售”發(fā)展，必須圍繞以下三大方面實(shí)現(xiàn)革新的轉(zhuǎn)變。關(guān)鍵詞：零售業(yè)創(chuàng)新；新零售；電商1新零售概述對(duì)于“新零售”概念，業(yè)內(nèi)人士的觀點(diǎn)不一，其中一部分就表達(dá)了質(zhì)疑或是不理解。新零售能否真正帶動(dòng)實(shí)業(yè)的發(fā)展，這或許是爭議的癥結(jié)所在。新零售將如何降低庫存、降低誰的庫存、線下實(shí)體商業(yè)與線上能否真正融合、如何重構(gòu)商品生產(chǎn)者與消費(fèi)者的關(guān)系等問題上還留下了懸念。這也就造成了諸多的解讀與疑慮。早些年，商家對(duì)于線上的認(rèn)識(shí)在于，要想更好的銷售，就必須把更好的營銷從傳統(tǒng)的方式轉(zhuǎn)向互聯(lián)網(wǎng)。而現(xiàn)在的互聯(lián)網(wǎng)已遠(yuǎn)不止是一個(gè)銷售、營銷渠道，而是可以幫助商家建設(shè)品牌、進(jìn)行用戶生命周期的管理，去獲得新用戶、維護(hù)老用戶、喚起沉睡用戶，整個(gè)渠道建設(shè)的方式正在發(fā)生改變。而渠道、銷售、整個(gè)物流體系的變革，特別是供應(yīng)鏈體系的變革，最終會(huì)走向大數(shù)據(jù)驅(qū)動(dòng)下的產(chǎn)品設(shè)計(jì)、產(chǎn)品制造，也就是新零售未來一定會(huì)推動(dòng)產(chǎn)生不同于現(xiàn)在業(yè)態(tài)的零售產(chǎn)品，它不是百貨、購物中心或者連鎖的便利店、大賣場(chǎng)、超市，而是新一代的零售產(chǎn)品，是通過變革的零售產(chǎn)品。未來多種多樣百花齊放的零售產(chǎn)品創(chuàng)新，將建立在商業(yè)元素重構(gòu)的基礎(chǔ)上。2零售技術(shù)創(chuàng)新企業(yè)的物質(zhì)文化是由企業(yè)員工創(chuàng)造的產(chǎn)品和各種物質(zhì)實(shí)施等構(gòu)成的表層企業(yè)文化。零售企業(yè)所銷售的產(chǎn)品和提供的服務(wù)是企業(yè)物質(zhì)文化的首要內(nèi)容，其次是商場(chǎng)環(huán)境、企業(yè)標(biāo)志、員工標(biāo)識(shí)、技術(shù)設(shè)備現(xiàn)代化與文明程度等，它們都是企業(yè)物質(zhì)文化的主要內(nèi)容。零售技術(shù)創(chuàng)新從產(chǎn)品、服務(wù)、商場(chǎng)環(huán)境等方面對(duì)物質(zhì)文化產(chǎn)生影響。新技術(shù)的推廣應(yīng)用，POS等商業(yè)信息系統(tǒng)的開發(fā)應(yīng)用，將提高零售企業(yè)商流、物流、資金流和信息流的現(xiàn)代化程度，全面提升零售企業(yè)的流程控制能力。企業(yè)的行為文化，是指企業(yè)員工在生產(chǎn)經(jīng)營、學(xué)習(xí)娛樂中產(chǎn)生的活動(dòng)文化。零售企業(yè)商場(chǎng)經(jīng)營、員工培訓(xùn)、教育宣傳、人際關(guān)系活動(dòng)、文娛體育活動(dòng)中產(chǎn)生的文化現(xiàn)象，就是企業(yè)行為文化的主要內(nèi)容。零售技術(shù)創(chuàng)新要求企業(yè)營造鼓勵(lì)創(chuàng)新的內(nèi)部環(huán)境，并內(nèi)化為員工的行為準(zhǔn)則，激發(fā)全體員工的智力、向心力和創(chuàng)造力。零售企業(yè)引進(jìn)新技術(shù)，創(chuàng)新經(jīng)營方式，必然要對(duì)員工進(jìn)行全方位的培訓(xùn)以及技能指導(dǎo)，這在一定程度上可以提高員工的綜合素質(zhì)，從而提升企業(yè)的服務(wù)水平；另一方面，新技術(shù)的運(yùn)用重視公司與員工的關(guān)系，使員工產(chǎn)生責(zé)任感和參與感，培養(yǎng)創(chuàng)新意識(shí)和競爭意識(shí)，在企業(yè)形成模范效應(yīng)，促使企業(yè)行為文化的變革。零售企業(yè)屬于服務(wù)行業(yè)，服務(wù)是永遠(yuǎn)的主旋律，服務(wù)的好壞與員工的素質(zhì)有極大的關(guān)系，它在很大程度上影響員工與顧客之間的關(guān)系。因此給員工創(chuàng)新的機(jī)會(huì)，讓員工滿意應(yīng)該成為零售連鎖企業(yè)的行為文化，只有讓員工滿意，才能夠提供優(yōu)質(zhì)的、令客人滿意的服務(wù)。企業(yè)的制度文化是精神與物質(zhì)的中介，它包括零售企業(yè)領(lǐng)導(dǎo)體制、組織機(jī)構(gòu)、日常管理制度、薪酬制度、考核制度、培訓(xùn)制度、營業(yè)激勵(lì)制度等內(nèi)容。零售技術(shù)創(chuàng)新要求企業(yè)用良好的文化機(jī)制改造傳統(tǒng)商業(yè)，充分發(fā)揮企業(yè)文化對(duì)形成企業(yè)良好機(jī)制的促進(jìn)和保障作用，增強(qiáng)企業(yè)的凝聚力和戰(zhàn)斗力。如沃爾瑪依靠創(chuàng)新供應(yīng)鏈采購模式，使供應(yīng)成本降至最低，堅(jiān)持按最低價(jià)、薄利多銷爭取顧客，同時(shí)善待顧客，將滿足顧客、尊重顧客、服務(wù)顧客放在第一位，為沃爾瑪贏得了顧客信任，并帶來巨大回報(bào)。企業(yè)的精