数字化商业策略之竞争优势—沃尔玛于中国市场之分析

Competitive Advantages from Digital Business Strategy—Analysis of Walmart in Chinese Market

摘要: 沃尔玛作为零售商的老大，毫无疑问其在全世界范围内都具有统治力。它的营运模式长久以来都是企业争相模仿的标杆。从传统意义上的策略角度来看，整个零售产业具有同构型极高进入门栏非常低的产业特质，应当说零售业是一个模仿障碍很低，竞争压力巨大且生存环境恶劣的产业。然而既便如此，沃尔玛依然能稳如泰山，长久领跑立于不败之地。在过去许多传统文献的研究中，专家学者们对沃尔玛的营运策略众说纷纭，既有谈到差异化竞争优势，也有提及低成本策略。但信息发达的今天，我们看到诸如亚马逊，淘宝，阿里巴巴等众多电商的异军突起，沃尔玛最赖以生存的法宝，强大的买方议价能力已经显现不出明显的竞争优势。相对于电子商务，传统超商的疲态主要显现在物流与服务方面，电商形成的客制化服务，以及点对点的送货上门，使得传统超商所能提供的便利性相形见绌。但本研究认为，类似沃尔玛之类的传统超商，其供应链与物流链都十分强大，如果能够合理使用信息管理系统，重塑消费者的消费习惯，传统超商将能捕获更大的价值收益。因此在本研究中，作者采用经济学中的常用概念，均衡分析，加以结合信息管理系统，力求从数字化商业竞争策略的角度来探讨传统零售商的新出路。同时，利用动态分析与静态分析的质性推导，多角度阐释沃尔玛在实务运作上存在的不足，并提出改善性的建议。供传统零售行业在策略营运上做出参考。

Abstract: Wal-Mart as a bellwether in retail industry, there is no doubt that it has the dominance in worldwide. The Wal-Mart’s business mode strategy has long time been a benchmark for companies competing to imitate. From the strategy point of view in the traditional, the entire retail industry will face to high homogeneity and low entry barriers; in other words it should be said that the retail industry is a very low barrier to imitate, enormous competitive pressures and poor environment industry. Even so, however, Wal-Mart can still be a NO. 1 in retail industry and then invincible. In the past literature, many of researches focus on Wal-Mart’s business strategy, including different competitive advantages, low-cost strategy and so on. But they negative information technology and digital business strategy. Nowadays, as we seen the sudden emergence of the Amazon etc. electricity supplier, they have already shocked traditional business model. With respect to e-commerce, traditional stores show weakness mainly in the logistics and services. To be more specifically, e-commerce suppliers have customized service and point to point delivery, which the traditional store cannot offer. However, in this study we suggest that, the traditional chain store like Wal-Mart has powerful supply chain and logistics chain. If the traditional chain store can rationally use information management system, they will reshape consumer spending habits and gain benefit. Therefore, in this study, the authors used a common concept in economics, equilibrium analysis, to be combined with management information system, and strived to digitize from the perspective of commercial competitive strategy to explore a new way of traditional retailers. At the same time, this study points out the weakness and disadvantage of Wal-Mart in the real operation by the qualitative research method of dynamic analysis and static analysis as well as multi-angle interpretation, and gives advices to traditional store in the marketing operation.