全渠道零售环境下的品类规划综述

A Review of Category Planning in Omnichannel Retail Environments

摘要: 随着消费者购物方式的变化和全渠道零售的兴起，零售商面临着更加复杂的品类规划和库存管理问题。全渠道零售模式通过整合线上与线下渠道，为消费者提供更加便捷的购物体验，同时也为零售商带来了新的挑战和机遇。本文综述了全渠道零售环境下的品类规划问题，重点分析了不同渠道之间的商品选择、库存管理及需求替代等关键因素。零售商在进行品类规划时，需考虑跨渠道的需求波动和消费者在渠道间的切换行为，才能提供一致的购物体验和满足消费者的多样化需求。通过整合不同渠道的资源，零售商可以优化商品展示、提升库存周转效率，并增强市场竞争力。本文总结了近年来全渠道零售品类规划的主要研究成果和发展趋势，为研究人员和实践者提供了理论依据和实践指导。

Abstract: With the evolution of consumer shopping behaviors and the rise of omnichannel retailing, retailers are confronted with increasingly intricate challenges in assortment planning and inventory management. The omnichannel retail model, characterized by the integration of online and offline channels, aims to provide consumers with a seamless and convenient shopping experience, while simultaneously presenting retailers with unprecedented challenges and opportunities. This paper offers a comprehensive review of assortment planning in the context of omnichannel retailing, focusing on critical aspects such as product assortment decisions, inventory management strategies, and cross-channel demand substitution dynamics. Effective assortment planning in an omnichannel environment necessitates a thorough consideration of cross-channel demand variability and consumer switching behaviors to ensure a cohesive shopping experience and address diverse consumer preferences. By leveraging resources across multiple channels, retailers can achieve optimized product presentation, enhanced inventory turnover, and improved market competitiveness. This study synthesizes recent academic advancements and emerging trends in assortment planning for omnichannel retailing, providing a robust theoretical foundation and actionable insights for researchers and industry practitioners.