20世纪90年代以来，互联网的普及让大批电商类零售渠道得以迅速发展。 2011年后，智能手机以及移动互联网的应用使得移动电商迅速崛起，网络渠道 向多样化发展，对实体渠道造成了实质性的冲击。网络渠道的冲击和租金成本的 上涨使得实体渠道增长乏力，网络零售成为传统实体零售扩大市场份额的重要领 域。与此同时，网络渠道饱受诟病的信任危机、物流不畅、难以盈利等问题始终 未能得到有效解决，迫使纯电子商务企业将触角向线下延伸。在此情况下，实体 渠道和网络渠道相结合的全渠道零售模式应运而生。 学术界对于渠道协同的研究主要有两种路径：一是涉及多个渠道商的外部渠 道协同，二是涉及单个企业实体渠道和网络渠道的内部渠道协同。总结以往，虽 然学术界开始重视渠道协同的研究，但涉及企业内部渠道协同影响因素及其作用 机理的研究还相对较少。另一方面，以往研究对渠道协同的影响因素大多进行的 维度分析，较少研究其动态演化过程。 本研究试图在业内学者所做研究的基础上，严格遵循规范的案例研究范式， 以区域性手机连锁零售企业为研究对象，深入研究企业内部渠道协同演化的不同 阶段全渠道协同影响因素及其作用机理。首先，本研究总结学术界对于渠道协同 的研究成果，提出研究思路及理论框架。其次，选取典型案例，运用规范的案例 研究法对样本案例进行分析，并使用质性研究法对渠道协同演化不同阶段的全渠 道协同影响因素逐一进行影响存在性分析、共现系数分析和影响路径分析。最后， 得出区域性手机连锁零售企业全渠道协同的影响因素及其作用机理的相关研究 成果。 本研究主要有三个理论发现。第一，影响区域性手机连锁零售企业全渠道协 同的因素之间存在显著差异，具体包括战略定位、运营流程、营销策略和运营保 障四维度因素。第二，区域性手机连锁零售企业全渠道协同影响因素在渠道协同 演化不同阶段的影响作用存在显著差异，战略定位维度在市场探索阶段为主要影 响维度因素，运营流程维度在渠道发展阶段为主要影响维度因素，运营保障在渠 II 道共生阶段为主要影响维度因素。第三，区域性手机连锁零售企业全渠道协同影 响因素通过影响全渠道的协同效率及各网点经营者的协同积极性对全渠道协同 产生了影响。 关键词：区域性手机连锁零售企业，全渠道协同，影响因素，作用机理，案 例研究 III ACASESTUDYONTHEINFLUENTIALFACTORSAND MECHANISMOFOMNI-CHANNELCOLLABORATION INREGIONALMOBILEPHONECHAINRETAIL ENTERPRISESUNDERTHENEWRETAIL BACKGROUND Abstract Sincethe1990s,thepopularityoftheInternethasallowedalargenumberof e-commerceretailchannelstodeveloprapidly.After2011,theapplicationofsmart phonesandmobileInternethasledtotherapidriseofmobilee-commerce,andthe diversificationofnetworkchannelshascausedasubstantialimpactonphysical channels.Theimpactofonlinechannelsandrisingrentalcostshavemadethegrowth ofphysicalchannelssluggish,andonlineretailhasbecomeanimportantareafor traditionalphysicalretailtoexpandmarketshare.Atthesametime,thecriticalcrisis oftrust,poorlogistics,anddifficultprofitabilityofonlinechannelshavenotbeen effectivelyresolved,forcingpuree-commercecompaniestoextendtheirreachoffline. Underthiscircumstance,anomni-channelretailmodelcombiningphysicalchannels andonlinechannelshasemerged. Therearetwomainapproachestotheresearchofchannelsynergyinacademia: oneisexternalchannelcollaborationinvolvingmultiplechannelvendors,andthe otherisinternalchannelcollaborationinvolvingsingleenterpriseentitychannelsand networkchannels.Summarizingthepast,althoughtheacademiccommunityhas beguntoattachimportancetotheresearchofchannelsynergy,relativelylittle researchhasbeendoneonthefactorsaffectingchannelsynergyanditsmechanismof action.Ontheotherhand,mostofthepreviousresearchesrelatedtotheinfluence factorsofchannelsynergyhavecarriedoutin-depthdimensionalanalysis,andless involvedthedynamicevolutionprocessofinfluencefactors. Basedontheresearchdonebyscholarsintheindustry,thisstudyfollowsthe normativecasestudyparadigm,andtakesregionalmobilephonechainretail companiesastheresearchobject,attemptstodeeplystudytheinfluencingfactorsand IV effectsofomni-channelsynergyindifferentstagesofintra-channelsynergyevolution mechanism.Firstofall,thisresearchsummarizestheresearchresultsofchannel collaborationinacademia,andputsforwardtheresearchideasandtheoretical frameworkofthisarticle.Second,thisresearchselectstypicalcasesandusesstandard casestudymethodstoanalyzesamplecases,atthesametimeusesqualitativeresearch methodstoanalyzetheexistenceoffactors,co-occurrencecoefficients,andimpact pathsofomni-channelsynergyinfluencefactorsatdifferentstagesofchannel co-evolution.Finally,therelatedresearchresultsoftheinfluencingfactorsandthe mechanismofomni-channelcollaborationofregionalmobilephonechainretail enterprisesareobtained. Therearethreetheoreticalfindingsinthisstudy.First,therearesignificant differencesbetweenthefactorsaffectingtheomni-channelcollaborationofregional mobilephonechainretailenterprises,includingthefourdimensionsofstrategic positioning,operationalprocesses,marketingstrategies,andoperationalguarantees. Second,theregionalmobilechainretailomni-channelcollaborationinfluencing factorshavesignificantdifferencesinthedifferentstagesofthecollaborative evolutionofthechannel.Thestrategicpositioningdimensionisthemaininfluencing factorinthemarketexplorationstage,theoperatingprocessdimensionisthemain influencingfactorinthechanneldevelopmentstage,andtheoperationalguarantee dimensionisthemaininfluencingfactorinthechannelsymbiosisstage.Third,by affectingtheomni-channelcollaborationefficiencyandtheenthusiasmofthe operatorsofvariousoutlets,theomni-channelcollaborationinfluencingfactorsof regionalmobilephonechainretailcompanieshaveaffectedtheomni-channel collaboration. Keywords:regionalmobilephonechainretailenterprises,omni-channel collaboration,influentialfactors,mechanism,casestudy V 目录 中文摘要......................................................................................................I Abstract..................................................................................................III 第一章绪论................................................................................................1 1.1研究背景.........................................................................................................1 1.1.1理论背景.................................................................................................1 1.1.2实践背景.................................................................................................2 1.2研究问题与内容.............................................................................................3 1.2.1研究问题.................................................................................................3 1.2.2研究内容.................................................................................................4 1.3研究方法与路线.............................................................................................5 1.3.1研究方法.................................................................................................5 1.3.2研究路线.................................................................................................7 1.4研究意义.........................................................................................................8 1.4.1理论意义.................................................................................................8 1.4.2实践意义.................................................................................................8 1.4.3创新点.....................................................................................................8 第二章文献回顾与理论框架.................................................................10 2.1相关概念界定...............................................................................................10 2.1.1新零售...................................................................................................10 2.1.2区域性企业...........................................................................................10 2.1.3手机连锁零售企业...............................................................................11 2.2零售渠道相关研究.......................................................................................12 2.2.1零售渠道的定义...................................................................................12 2.2.2零售渠道的演化过程..................................................................