新零售:内涵、发展动因与关键问题

发布时间：2018-03-29 15:17

本文选题：新零售　切入点：电子商务　出处：《价格理论与实践》2017年02期

【摘要】：电子商务在经历了近年来的高速发展之后,开始面临线上用户数量增速放缓、流量红利渐趋萎缩等现实问题与挑战。与此同时,随着我国居民人均可支配收入的提高和商品市场的持续繁荣发展,人们越来越重视购物过程的体验而非商品价格的高低,线上电子商务在满足消费者体验方面的短板也日益突显。因此,以阿里巴巴集团为先导的电商企业开始将目光转向"新零售"模式的构建,期望通过对线上、线下以及现代物流进行无缝对接与深度融合,寻找到零售业新的增长点。当然,如果从商业实践层面出发,对于"新零售"模式而言,全渠道平台的搭建程度和新兴技术的支撑力度将成为影响其最终能否获得成功的关键。
[Abstract]:After experiencing the rapid development in recent years, E-commerce has begun to face real problems and challenges, such as the slow growth of the number of online users, the shrinking of traffic dividend, and so on. With the increase of per capita disposable income and the continued prosperity of the commodity market, people pay more and more attention to the experience of shopping process rather than the price of goods. Online e-commerce has become increasingly prominent in terms of meeting consumer experiences. Therefore, e-commerce companies, led by Alibaba Group, are beginning to turn their eyes to the construction of a "new retail" model, in the hope that they will adopt the online approach. Offline as well as modern logistics seamless docking and deep integration to find a new growth point in retail. Of course, if from the commercial practice level, for the "new retail" model, The building degree of the whole channel platform and the support strength of the emerging technology will be the key to the success of the platform.
【作者单位】：广西金融职业技术学院;广西大学计算机与电子信息学院;
【基金】：国家自然科学基金项目“基于购物体验溢出和渠道互惠的多渠道零售商忠诚形成机理研究”(项目编号:71362012)的阶段性研究成果。主持人:蒋侃
【分类号】：F724.6

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