业精于勤，行成于思。经过在DBA的课程学习与实践，2023年5月17日，DBA六期班同学、广州盛世长运实业有限公司董事长陈建忠迎来了他的最终答辩时刻。陈建忠同学在答辩现场阐述了《私域化发展策略对零售商销售绩效的影响研究》，成果丰硕，最终顺利通过答辩。恭喜陈建忠同学，让我们一起回顾他的高光时刻。

企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。陈建忠同学正是在理论与实践的碰撞中，收获了应对新商业文明下新问题与新挑战的能力。“理解 - 判断 - 实践 - 引领”的DBA学习之旅，让他在企业家学者项目中历经了新商业文明的一次次洗礼，完成了跨越式的思想“突围”。 

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了陈建忠同学的学术成果。

Hwee Hoon TAN

Associate Professor of Organisational Behaviour and Human Resources,SMU

Yijiang WANG

Professor of Human Resource Management and Economics,CKGSB

Ming-Hong TSAI

Associate Professor of Psychology,SMU

 

 

陈建忠 |私域化发展策略对零售商销售绩效的影响研究

陈建忠同学答辩中

 

▇ 论文摘要：

互联网技术的普及使人们逐渐习惯于线上消费，并由此对线下消费形成替代效应。尤其是社交媒体的发展，有助于零售商绕开公域平台，开发自己可以控制的私域渠道，培育有情感联系的忠诚消费者，最终实现情感关系的变现。利用Sanse公司2022年第四季度244个自营店铺的季度数据，本研究进行了实证研究，得出了以下结果：

1.实施私域化营销策略，包括私域会员发展策略和活跃度提升策略，有助于提升零售商的销售绩效，但直播转化策略却不能显著提升销售绩效。

2. 私域化营销策略对于销售绩效的影响，是通过提升私域化程度来实现的。

3. 私域化策略对不知名品牌的销售绩效提升作用更大，即自有品牌会调节私域化策略与销售绩效之间通过私域化程度的间接关系，表现在私域化策略对自有品牌的销售绩效提升作用更大；

4. 私域化策略对低级别店铺的销售额提升作用更大，即店铺级别会调节私域化策略与销售额之间通过私域化程度的间接关系。不过，店铺级别对私域化策略与客单价之间通过私域化程度的间接关系并没有显著的调节作用。实证结果表明，社交媒体技术的进步为零售商在公域流量外开辟私域流量创造了机会。私域化策略的实施，为小品牌，或者是那些不知名的弱势品牌，以及小店铺提供了一个追上强势零售商的契机。

本研究实证检验了私域化策略影响零售商销售绩效的作用机制，并探索了不同品牌和店铺级别的异质性影响，构建了一个整合的逻辑框架，是对现有私域相关文献的重要补充。

本研究聚焦于零售商私域化策略对于销售绩效的影响，对于中国零售业的私域化转型有以下有益的启示：首先，零售商可以利用多种私域化工具，通过实施私域会员发展策略和活跃度提升策略来提升销售绩效。其次，作为弱势零售商，更应该大力推进营销渠道的私域化转型，甚至将其作为主导营销战略加以执行。再次，私域化转型中的实体店仍然重要，而零售商应该打造“线上+线下”的商业生态。最后，为零售商提供低成本的私域化工具及其运营服务，将是一个非常有前景的新兴行业。

答辩现场

 

▇ ABSTRACT：

The proliferation of Internet technology has led people to become increasingly accustomed to online consumption, thus forming a substitution effect for offline consumption. In particular, the development of social media helps retailers circumvent public domain platforms and develop their own controllable private domain channels to cultivate emotionally connected loyal consumers and finally realize the monetization of emotional relationships. Through empirical study of the quarterly data of 244 self-operated stores of Sanse Corporation in the fourth quarter of 2022, this research obtained the following results: 

1.The implementation of private domain marketing strategies, including private domain membership development strategies, live conversion strategies, and active promotion strategies, is conducive to improving the retail customer average transaction value (ATV) and sales. Among them, the membership development strategy plays the most significant role.

2. The impact of the private domain marketing strategies on the sales performance is achieved by enhancing the private domain degree. 

3. The private domain strategies are more effective in promoting the sales performance of unknown brands, that is, the brand category will moderate the indirect relationship between the private domain strategies and the sales performance through the private domain degree. In the realm of private labeling, the impact on sales performance of proprietary brands is greater. 

4. Private domain strategies have a greater impact on sales for lower-level stores, that is, store level will adjust the indirect relationship between private domain strategies and sales through private domain degree. However, store level has no significant moderating effect on the indirect relationship between private domain strategies and customer ATV. The empirical results show that the advancement of social media technology has created an opportunity for retailers to open up private domain traffic outside of public domain traffic. The implementation of private domain strategies provides an opportunity for small brands, or those unknown weak brands, to catch up with the sales performance of strong brands.

This study empirically tested the mechanisms of the influence of private domain strategies on the sales performance of retailers, exploring the heterogeneity of different brands and store levels, and constructing an integrated logical framework, which is a significant contribution to the existing literature on privatization.

陈建忠同学在长江DBA课堂上

This study focused on the impact of private domain strategies on the sales performance of retailers, and holds significant implications for the privatization transformation of the Chinese retail industry. First, retailers can use a variety of private domain tools to enhance sales performance by implementing private domain membership development strategies, live conversion strategies and active enhancement strategies, as well as the superimposing of various strategies. Second, a weak retailer could promote the privatization transformation of marketing channels, and even implement it as a dominant marketing strategy. Third, providing low-cost private domain tools and operational services to retailers will be a very promising emerging market.

合影

论文答辩圆满结束，但作为终身学习者，这是陈建忠同学的又一个起点。未来，他将带着对中西方管理学理论的认知与思考，继续践行新商业文明；用独到的洞见不断为中国经济注入新动力，引领行业的发展方向。