Bestore: supporting omni-channel digital marketing with business mid-platform
案例编号：
EN_2020XXXTYDZSW_2315
被浏览次数：
1073
案例名称：
Bestore: supporting omni-channel digital marketing with business mid-platform
译名：
Bestore: supporting omni-channel digital marketing with business mid-platform
案例作者：
Mao Jiye, Wu Siqi
作者单位：
Renmin University of China
译者：
-
案例企业：
Bestore
行业：
贸易/商业
学科领域：
信息系统与电子商务、其他
规模：
大型
案例语种：
英文
案例类型：
描述型
中文关键词：
-
英文关键词：
-
中文摘要：
良品铺子是一家高端零食行业的头部企业，自成立以来，就注重ERP等IT基础设施建设。然而在电商浪潮下，这些“烟囱”式信息系统已经无法满足线上线下的多渠道、多场景的新零售模式，迫切需要进行数字化转型。本案例描述了良品铺子搭建业务中台的原因、项目实施过程、中台的特征，以及成功实施后所体现出来的商业价值——赋能业务部门，建立起了一套具有高度自动化的全渠道、全场景数字营销体系。本案例有助于学员理解数字中台、业务中台的含义、实施要点以及中台如何有效帮助企业应对外部突发环境的冲击、作为企业新时代下的数字化动力引擎帮助企业成长，同时本案例也为其他传统企业的数字化转型带来启示。
英文摘要：
As a leader of high-end snack industry, Bestore has attached importance to the construction of IT infrastructure like ERP since its establishment. However, in the wave of e-commerce, these “chimney” style information systems cannot meet the requirements of the new retail model which is characterized by multiple channels and scenarios online and offline and thus are in an urgent need of digital transformation. This case describes the reasons why Bestore should establish a digital middle platform, the process of implementing a middle platform, the characteristics and commercial values of a middle platform in enabling the business department. A highly automatic digital marketing system is established to cover all channels and scenarios. This case can help students understand a digital middle platform, the key points in its implementation and how it helps enterprises cope with an unexpected external environment and drives the digitization of enterprises in the new era to promote their growth. This case can also inspire the digital transformation of other traditional enterprises.
适用对象：
本科、MBA、EMBA、EE
编写方式：
采编
开发时间：
2020
索要案例使用说明：
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