“新零售”背景下地标产品演化为区域公共品牌的新模式研究——以赣南脐橙为例

发布时间：2018-02-25 18:23

本文关键词： 新零售地标产品区域公共品牌赣南脐橙　出处：《企业经济》2017年11期 　论文类型：期刊论文

【摘要】：由于受技术的变革、消费者消费升级以及行业流通效率偏低的影响,消费者质量诉求将逐渐取代价格诉求。"新零售"围绕消费者需求,将传统的"货-场-人"的供应链模式重构为"人-货-场"模式。本文基于"新零售"的概念,以赣南脐橙产业为例,结合现有特色种植产品的物流供应链模式,分析赣南脐橙这一地标产品演化为区域公共品牌的"新零售"模式。该模式主要通过促使赣南脐橙用户根据PC端或者移动端给出的购买需求,自动匹配相应的农户,农户再按需生产。该模式能更好地契合消费者心理,为其带来更具吸引力的价值体验,最终必将赢得社会大众的认同和喜爱,从而使赣南脐橙从区域地标产品上升为区域公共品牌。
[Abstract]:As a result of technological changes, consumer consumption upgrading and low efficiency in industry circulation, consumer quality claims will gradually replace price demands. "New Retail" revolves around consumer demand. This paper reconstructs the traditional supply chain model of "goods, field and person" into the "man-goods-field" model. Based on the concept of "new retail", this paper takes the navel orange industry in Gannan as an example, combining with the logistics supply chain model of existing characteristic planting products. This paper analyzes the "new retail" model of Gannan navel orange, which evolves into a regional public brand. This model can automatically match the farmers' purchase demand according to the purchase demand from PC or mobile terminal in Gannan navel orange. The model can better fit the consumers' psychology and bring them more attractive value experience, which will win the recognition and love of the general public in the end. So that Gannan navel orange from regional landmarks products to the regional public brand.
【作者单位】：江西财经大学现代经济管理学院;江西财经大学;
【基金】：江西省高校人文社会科学研究2015年度项目“江西农产品(果蔬)物流供应链模式研究——以赣南脐橙为例”(项目编号:GL1526)
【分类号】：F323.5;F326.13

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