案例名称:
深圳天虹:动态能力推进零售企业数字化转型
译名:
Practice and Experience of Digital Transformation from Chinese Entity Retailers
中文关键词:
实体零售商 ; 数字化转型 ; 动态能力 ; 价值重构 ; 驱动因素
英文关键词:
Entity Retailers , Digital Transformation , Channel relationship , Driving factor , Transformation ability
中文摘要:
天虹股份有限公司(以下简称天虹)成立于1984年,是一家中外合资的连锁零售商,在快速发展的互联网技术、数字化技术推动下,经历了为期八年的数字化转型过程,通过对互联网实践的认知不断迭代,公司的资源、流程和组织处于整合、优化和调整之中,数字化转型方向愈渐清晰,确立了行业内的标杆地位。本案例基于天虹数字化转型的实践和经验,梳理出中国实体零售在互联网时代所经历的“多渠道-全渠道-智慧零售”三阶段和各自的驱动因素,并用“动态能力理论”提炼其内在逻辑。学生会接触到我国典型实体零售商在新环境下的转型路径构建的具体措施,这将有助于学生对零售本质、零售价值链、动态能力等基本理论知识产生新的认知和理解。
英文摘要:
Since Suning launched “Suning.com” in 2009, Chinese entity retailers have experienced a long period from "touching the net" to "smart retail", driven by the rapid development of Internet technology and digital technology. Digital transformation process has changed profoundly in the business model, format combinations, shoppers behavior and other aspects during eight years. The digital transformation of Chinese entity retailers has gone through the Multi-channel stage and the Omni-channel stage. At present, it has entered the stage of Smart Retailing stage. Each stage has obvious technical characteristics and corresponding Internet awareness level, which is embodied in resource integration, process reengineering and organization optimizing . In this case, we briefly describes the practice and experience of digital transformation on Rainbow Department Store, and introduces the respective driving factors of each stage. In this case, students will be exposed to the specific changes of the typical entity retailer in our country, which will help students know better about the nature of retail, business intermediary and enterprise value chain theory, and generate new awareness and understanding.
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