E-Grocery as New Innovative Distribution Channel in the German Food Retailing
E-Grocery as New Innovative Distribution Channel in the German Food Retailing
复制标题
电子杂货作为德国食品零售业的创新分销渠道
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
Christian Seitz
中科院分区：
文献类型：
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作者：
Christian Seitz
在过去的十年里，互联网改变了我们今天的社会，比自电视发明以来的任何其他媒体都要多。互联网作为一种新的主要分销渠道的最新发展受到了广泛的关注，因为在线渠道对传统固定零售的可行性提出了质疑。如今，由于创新是数字时代的关键因素，因此数字市场的存在对于零售商至关重要，食品零售业也是如此。在英国和其他欧洲经济体，电子杂货继续增长，而在德国，电子杂货业务落后于欧洲平均水平，这表明这里有合理的增长潜力。然而，在线食品零售带来了一些挑战。普遍缺乏经过实际验证的商业模式和消费者需求方面的实际经验，这使得制定成功的电子杂货战略变得困难。为了不辜负客户的期望，并制定一个有利可图的商业模式，电子杂货商必须了解客户的需求在线食品零售。本文的主要目的是了解客户的动机背后的杂货店购物在线和离线。本文首先通过对市场研究机构和官方机构的数据分析，研究了德国食品零售业的市场特征和德国电子杂货的现状。然后，本文研究了消费者的看法杂货店购物在线以及离线的调查。最后，一个电子杂货业务战略，以成功地满足消费者的需求和要求的前景得出结论。
Over the past decade the Internet has changed our today’s society more than any other medium since the invention of television. The recent evolvement of the Internet as a new major distribution channel has obtained much attention, as the online channel calls the viability of traditional stationary retailing into question. Today, since innovation is a key factor in the Digital Age, the presence in the digital marketplace is essential for retailers, also in the food retailing. In the UK and other European economies e-grocery continues to grow, while in Germany the e-grocery business lags behind the European average, which points to reasonable growth potential here. Online food retailing, however, poses several challenges. There is a general lack of reality proven business models and of practical experience in consumer’s needs and demands, which renders the development of a successful e-grocery strategy difficult. In order to live up to the customers’ expectations and develop a profitable business model, the e-grocer has to know about the customers’ demands on online food retailing. The main objective of this paper is to understand customers’ motives behind grocery shopping online and offline. The paper first researches into the German food retailing with its market characteristics and the Status Quo of e-grocery in Germany by researching data from market research institutes and official bodies. The paper then examines the customers’ perceptions of grocery shopping online as well as offline in a survey. Finally, a conclusion on the prospects for an e-grocery business strategy to successfully meet the consumer’s needs and demands is drawn.