宋彬彬杀人照片,金正恩姑姑自杀,凤凰影视成仁网
1.0 Introduction介绍
网络、电子商务的兴起给传统零售业带来了巨大的冲击，互联网和移动网络的进一步普及，以及信息技术、虚拟现实技术、电子支付技术的不断发展，给当今零售业的发展带来了进一步的变化。世界零售业的发展将呈现以下一些趋势（Pantano、Priporas、Sorace和Iazzolino，2017）。它主要包括：首先，越来越多的零售企业采取全渠道销售模式，线上线下销售渠道联系更紧密。然后，随着物流成本、人工成本的不断增加，给零售业带来了巨大的挑战，越来越多的零售企业依靠大数据、人工智能、移动支付、物流服务等提供创新的解决方案来解决这些问题。最后，随着消费者对商品选择的增加和消费标准的提高，消费者对商品的需求越来越个性化，这给企业营销带来了挑战，零售企业依靠移动互联网、大数据、云计算等数字工具来寻找消费者的需求和趋势，这可以引起人们的关注。为提高企业的竞争力，需要大量忠诚的客户。The rise of network, e-commerce has brought a huge impact to the traditional retail industry, and the further popularization of the Internet and mobile networks, as well as the continuous development of information technology, VR technology, electronic payment technology brings further changes to the development of today's retail industry, the future development of the world's retail industry will show some of the following trends (Pantano, Priporas, Sorace and Iazzolino, 2017). It mainly includes first of all, more and more retail enterprises take full-channel sales model, online and offline sales channels are linked more closely. Then, with the continuously increasing logistics costs, labor costs, it has brought great challenges to the retail industry, more and more retail enterprises rely on large data, artificial intelligence, mobile payment, logistics services to provide innovation solutions to solve these problems. Finally, with the increase in consumer choice of goods and the improvement of consumer standards, consumer demand for goods is more and more personalized, which brings challenges to corporate marketing, retail enterprises rely on mobile Internet, large data, cloud computing and other digital tools to find consumer demand and trends, which can cultivate a large number of loyal customers to improve the competitiveness of enterprises.
Figure 1: Overview of the US retail industry
Sources: http://www.commpro.biz/wp-content/uploads/2014/04/US-retail-sales-by-channel-chart3.png?a110f5
从零售业的发展趋势来看，影响未来零售业发展的因素主要有以下几点：一是科技的发展和应用，零售相关技术能否持续发展，零售企业能否合理利用。这些技术在企业管理和营销中的应用。第二，消费者对零售企业的重要性日益增强，零售企业能否发掘消费者的潜在需求，零售企业能否最大限度地满足消费者的个人需求，提高其消费体验，与零售企业的成败有关（Rashid，A.HMAD和Othman，2014年）。最后一个因素是企业是否具有优秀的战略决策能力，帮助他们做出正确的决策，包括应对不断变化和不确定的外部环境，在激烈的市场竞争中提高消费者忠诚度，以及合理利用科学技术不断提高自身竞争力。爱等等。Considering from the development trend of the retail industry, factors affecting the evolution of the retail industry in future main include the following points, first is the development and application of science and technology, whether retail-related technology can continue to develop, whether retail enterprises are able to make a rational use of these technologies in enterprise management and marketing. Second, the importance of consumers for retail enterprises is growing, whether retail enterprises can explore the potential needs of consumers, whether retail enterprises can to the greatest extent to meet the individual needs of consumers to improve their consumption experience is related to the success or failure of retail enterprises (Rashid, Ahmad and Othman, 2014). The last factor is whether companies have excellent strategic decision-making capabilities to help them to make the right decisions, including responding to changing and uncertain external environments, increasing consumer loyalty in the fierce market competition, and rational use of science and technology to constantly improve their own competitiveness and so on.
From the perspective of factors affecting the trends and evolution of retail trade, retailers' stakeholders are no longer just the business themselves and shareholders, there are also consumers, suppliers, third-party partners, logistics providers, HR, contractors involved. Only to attach importance to and meet consumer demand, can it bring sustained profitability to enterprises. Retail companies need to work closely with suppliers, logistics providers, contractors, and third-party partners to provide better services and products to consumers, as well as to reduce business costs to improve efficiency (Rezaei, Fahim and Tavasszy, 2014). HR can help enterprises to improve their competitiveness, laws provide good external competition conditions for retail enterprises, which can not be ignored by retailers.
In summary, in the evolution process of retail business, the strategic decision-making, as well as management methods and means of retail enterprises will change a lot, and consumers play an important role in this change, thus it is needed for enterprises engaged in retail business management and consulting work to pay a special attention (Artun and Levin 2015). This essay takes Arthurs as a research object to explore how they better meet and explore consumer demand in the process of its future development to help the enterprise to improve profitability to achieve sustainable development.
2.0 Literature review
2.1 Trends of retail trade
Figure 2 Theoretical framework
The development of the Internet and information technology has enabled the speed and scale of collection and dissemination of data to an unprecedented level, achieving global information and data sharing and interaction (Krishna and Ravi, 2016). The huge amounts of data are presented in front of enterprises and individuals, having an accurate access to the most needed information from the vast ocean of information become one of the key factors for enterprises to improve competitiveness in the data explosion era.
After the 21st century, computer performance has improved to a large extent. In the future, the development of computer will be characterized by high performance, networking, popularization, intelligence and humanization, functional integration and so on (Chaffey and Ellis-Chadwick, 2012). Enterprises use computers to collect, analyze data, which has become the work that the majority of enterprises must pay attention to.
The current market competition is becoming more and more intense. On the one hand, companies have to expand the opportunity to contact with consumers by taking full channel sales to carry out cross-channel and real-time marketing. On the other hand, companies pay more attention to consumer opinions and needs than ever before, and adjust their products and services according to their needs.
2.2 Challenges that retail trade faces
Although there is a lot of data provided to enterprises, how to quickly collect and analyze the relevant data to understand what customers really need and prefer, and according to the results of the analysis to find out customers’ consumption potential as much as possible is a big challenge for enterprises.
There are a large amount of options for customers, resulting in low customer loyalty, for enterprises, how to maintain long-term cooperation with customers, how to improve customer loyalty to achieve a win-win result of customers and enterprises is a major challenge.
Enterprises need to find their target customers from a large number of customers and based on the analysis results to provide personalized services for target customers to meet their needs, which is a big challenge for enterprises.
2.3 Customer relationship management
Customer relationship management (CRM) is a management mode take using information science and technology to optimize corporate marketing, sales, service and other activities, so that enterprises can more effectively provide customers with satisfactory and thoughtful service to improve customer satisfaction, loyalty for the purpose (Verhoef et al., 2010). CRM is not only a management philosophy, but also a software technology. Customer-centric management philosophy is the foundation of CRM implementation
2.3.1 Customer value journey
Customer value journey mainly refers to a customer’s experience, subjective response and feelings in the process of using products or services (Anderl, Schumann and Kunz, 2016). Customer relationship management system can help to collect and evaluate all existing knowledge and data about customers to understand what customers want at this stage, to analyze the advantages and disadvantages of products in all aspects, and according to the results of the analysis to optimize products and services processes.
2.3.2 Customer personas
Enterprises can collect and process data through CRM to create virtual customer personas, successful personas are beneficial in testing various marketing concepts, products or activities (Minami and Dawson, 2008). A persona refers to certain kind of mental model, it is an imaginary person who has a way of doing things, and it is given with a name, history, and story, allowing corporate marketing staff to analyze the advantages and disadvantages of their products and services from the perspective of persona. |
