作 者: ;
机构地区: 中山大学新华学院管理学院
出 处: 《改革与战略》 2018年第12期83-89,共7页
摘 要: 中国实体零售业在线上线下协同的过程中,遇到了资源协同、价格体系、广告力度、物流能力、品牌老化等方面的协同困境。银泰百货的经验表明,中国实体零售业应重点从资源整合、广告联合、物流共生和品牌开发等方面来开展线上线下的协同创新,以促进实体经济与网络经济的协同发展。 There are some problems in the process of Chinese department store online and offiine coordination in the aspects of resource synergy,pricing,advertising,logistics capability,brand aging.The experience of Yintai department store has shown that Chinese department store should focus on resource integration,advertising joint,logistics symbiotic and brand development;in order to develop online and offiine collaborative innovation,so as to promote the coordinated development of entity economy and network economy.
领 域: [经济管理—国民经济]