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MBA Essay范文:Retail innovation零售创新

时间:2021-06-21 14:59来源:www.ukassignment.org 作者:cinq 点击:
MBA Essay范文参考,零售创新——以Freshhema为例。本文是一篇MBA作业格式范文,内容是关于商业环境中的力量(趋势)如何要求组织/公司创新的专业文章,用案例、数据和图像作为你的主张的证据。确保你文章中的论点有可信的理论、证据和案例支持。
 
MBA Essay范文参考
MBA Essay范文参考
1.0 Introduction 简介
所谓创新就是“构建新的生产函数”,即引入从未引入生产系统的生产要素和生产条件的“新组合”,实现生产要素或生产条件的“新组合”;资本主义的经济发展就是这种不断创新的结果;而这种“新组合”的目的是不断应对经济发展过程中遇到的新挑战,使企业获得最大利润。本文着眼于零售业,讨论零售企业如何利用创新来应对新的趋势和挑战,从而取得成功。
Schumpeter believed that the so-called innovation is to "build a new production function", that is, to introduce a "new combination" of production factors and production conditions that has never been introduced into a production system to achieve the “new combination” of the production factors or production conditions; the economic development of capitalism is the result of such continuous innovation; and the purpose of this “new combination” is to continuously cope with the new challenges encountered in the process of economic development, so that enterprises can obtain the maximum profit (Louçã, 2014; Konstantakis and Michaelides, 2017). This article focuses on the retail industry and discusses how retail companies can use innovation to respond to new trends and challenges to achieve success.
 
2.0 Main body 正文主体
在过去几十年中,供应商或渠道在市场中的主导地位在以往的变化中保持稳定,但现在话语权逐渐转移到消费者手中(Jajja、Asif、Montabon和Chatha,2019)。消费者越来越站在商业活动的中心,成为市场的领导者。新一代消费者更加自觉,消费态度和行为更加个性化。传统的电子商务以价格优势赢得了年轻消费者的青睐,但目前效果并不理想,因为消费者面临更多的选择,同质化的产品和服务使得顾客忠诚度很低,这一新趋势给零售企业带来了巨大的挑战。
4R营销理论以关系营销为基础,注重企业与客户关系的长期互动,注重建立客户忠诚度。无论是从厂商的利益出发,还是从消费者的需求出发,都是一种更为实用有效的营销策略。4R营销理论为零售企业应对新趋势提供了有价值的见解。在商业模式上,一些龙头企业采取线上线下相结合的模式。这种商业模式的创新让消费者获得更高级的购买体验、比价、支付更便捷,企业都是通过对相关数据的分析和应用来建立合理的决策模型。这些决策模型一方面用来向消费者推荐他们最需要的商品,另一方面科学引导企业的库存和补货,降低成本。总之,商业模式和决策模式的创新可以进一步提高消费者的购物满意度,提高营销效率,降低营销成本,实现顾客与企业的双赢,最终达到提高消费者忠诚度,建立消费者与企业长期关系的目的。
In the past few decades, the dominant position of suppliers or channels in the market has been stable in previous changes, but now the right to speak has gradually shifted to the hands of consumers (Jajja, Asif, Montabon and Chatha, 2019). Consumers are increasingly standing at the center of business activities and becoming the market leader. A new generation of consumers is more self-aware, consumer attitudes and behaviors are more personalized. The traditional e-commerce gains the favor of young consumers with price advantage, which is not so effective now, because consumers face more choices, homogenized products and services make customer loyalty very low, this new trend brings retail enterprises a huge challenge.
4R marketing theory is based on relationship marketing, focusing on long-term interaction between business and customer relationships, and focusing on building customer loyalty. It is a more practical and effective marketing strategy, both from the interests of manufacturers and the needs of consumers. 4R marketing theory provides valuable insights for retail companies to respond to new trends. In terms of business model, some leading companies adopt a combination of online and offline modes. This business model innovation allows consumers to obtain more superlative purchasing experience, price comparison, and more convenient payment, the enterprises are through analysis and application of relevant data to establish a rational decision-making model. On the one hand, these decision-making models are used to recommend consumers the goods that they need most, and on the other hand, the companies’ inventory and replenishment are scientifically guided to reduce costs. All in all, the innovation of business model and decision-making model can further improve consumers' shopping satisfaction, improve marketing efficiency, reduce marketing cost, achieve win-win situation between customers and enterprises, and finally achieve the purpose of improving consumer loyalty and establishing a long-term relationship between consumers and enterprises.
Freshhema is Alibaba's new retail format for the complete reconfiguration of offline supermarkets. Freshhema is a supermarket, a restaurant, and a vegetable market. Consumers can go to the store to buy, or they can place an order through Freshhema App. One of the biggest features of Freshhema is the fast delivery: within 3 km of the store, it delivers to the door in 30 minutes. Alibaba provides membership services to the consumers of Freshhema, consumers can use Taobao or Alipay accounts to register, so that consumers can view and purchase goods from the nearest store. Freshhema can track consumer buying behavior and make personalized recommendations with big data. The biggest difference with traditional retail is that Freshhema uses big data, mobile internet, smart EPC system network, automation and other technologies and advanced equipment to achieve optimal matching between people, goods and fields, from supply chain, warehousing to distribution, Freshhema has its own complete logistics system.
Freshhema’s first store in Shanghai Jinqiao has an average daily turnover of about 1 million yuan (RMB), which has already achieved a single store profit. Freshhema’s stores which have been operating for more than half a year have basically achieved profitability. The annual turnover of Freshhema’s Shanghai Jinqiao store profits about 250 million yuan (RMB) in 2016, the surface efficiency: the turnover per square was about 56,000 yuan (RMB), which was much higher than the average of other companies in the industry (15,000 yuan (RMB)). In Freshhema’s stores, the users’ monthly purchases are up to 4.5 times, and the surface efficiency is 3-5 times that of the traditional supermarket.
 
MBA essay范文
MBA essay范文
3.0 Conclusion 结论
Due to the development of productivity, young consumers are faced with more choices, homogenized products and services make customer loyalty very low. This new trend poses a huge challenge for retailers. Through the innovation of business model and decision-making model, retail enterprises can further improve consumers' shopping satisfaction, improve marketing efficiency, reduce marketing costs, achieve a win-win situation for customers and enterprises, and ultimately achieve the goal of improving consumer loyalty and establishing long-term relationships between enterprises and consumers. The case of Freshhema shows that retail companies have achieved better profits than traditional retailers through innovation, indicating that the use of innovation is likely to help retail companies to adapt to the challenges and new trends.
 
References 参考文献
Jajja, M. S. S., Asif, M., Montabon, F. and Chatha, K. A. (2019). Buyer-supplier relationships and organizational values in supplier social compliance. Journal of Cleaner Production, 214(20), 331-344.
Konstantakis, K. N. and Michaelides, P. G. (2017). Does technology cause business cycles in the USA? A Schumpeter-inspired approach. Structural Change and Economic Dynamics, 43(12), 15-26.
Louçã, F. (2014). The elusive concept of innovation for Schumpeter, Marschak and the early econometricians. Research Policy, 43(8), 1442-1449.
 
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