Omni-Channel Challenges Facing Small- and Medium-Sized Enterprises: Balancing Between B2B and B2C
Omni-Channel Challenges Facing Small- and Medium-Sized Enterprises: Balancing Between B2B and B2C
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中小企业面临的全渠道挑战：B2B与B2C的平衡
DOI：
10.1007/978-981-15-5764-4_32
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发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Yoko Ishino
中科院分区：
文献类型：
--
作者：
Tomohiko Fujimura;Yoko Ishino
全渠道战略是近年来备受关注的营销主题之一，因为智能手机和社交媒体正在显著改变消费者行为。一般来说，建立一个大规模的全渠道需要大量的投资。人们认为只有大型零售商才能采用全渠道战略，但事实上，它们的特点是特别适合小型初创企业。本研究的重点是全渠道战略的重要性，为中小型企业（SMEs），正试图成为更积极的电子商务（EC）。我们考察了一家开发新型保健食品的中小企业。根据产品的性质，该公司试图采用全渠道战略，包括B2C（企业对客户）电子商务和B2B（企业对企业）销售。一个基于概率的风险模拟进行B2C电子商务和B2B销售之间的最佳权重。这项研究表明，通过模拟提前做出业务加权决策是一个重要的练习，没有丰富的资本或劳动力的中小企业。
The omni-channel strategy is one of the main topics in marketing that have been receiving attention in recent years, because smartphones and social media are significantly altering consumer behavior. In general, setting up a large-scale omni-channel requires significant investment. It is thought that only large retailers are able to employ the omni-channel strategies, but in fact, they feature aspects that are especially suitable for small start-ups. This study focuses on the importance of omni-channel strategies for small- and medium-sized enterprises (SMEs) that are trying to become more active in e-commerce (EC). We examine an SME developing a new health food product. According to the nature of the product, the firm tries to employ omni-channel strategy which consists of B2C (business-to-customer) EC and B2B (business-to-business) sales. A probability-based risk simulation is performed to find the optimal weighting between B2C EC and B2B sales. This study demonstrates that making business-weighting decisions in advance by means of simulations is an important exercise for SMEs that do not have abundant capital or labor.