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近年来社会性突发事件频频发生,给零售企业的经营实践带来极大挑战。本文以2008年的社会性突发事件为例,以北京某百货商场的287名会员顾客作为样本群体,深入研究突发事件对零售企业顾客购买行为的影响,通过研究工作总结出了研究突发事件的一般框架,并发现不同突发事件对零售企业顾客购买行为的影响在时效、对象和内容等方面具有不同特征。最后讨论了研究结论对零售企业管理实践的意义。
In recent years, frequent social emergencies have brought great challenges to the operation and practice of retail enterprises. Taking the social emergency in 2008 as an example, taking the 287 members of a department store in Beijing as a sample group, this paper studies in depth the impact of emergencies on the customers’ purchasing behavior in retail enterprises. Through the research work, The general framework of events and found that the impact of different emergencies on the customer buying behavior of retail enterprises has different characteristics in terms of timeliness, object and content. Finally, it discusses the significance of the research findings to the practice of retail business management.