新零售:内涵、发展动因与关键问题  

New Retailing: Connotation, Development Impetus and Key Problems

作　　者：杜睿云 蒋侃[2] 

机构地区：[1]广西金融职业技术学院 [2]广西大学计算机与电子信息学院

出　　处：《价格理论与实践》2017年第2期139-141,共3页Price:Theory & Practice

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

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。Following its rapid development over recent years, e-commerce is now confronting a variety of practical problems and challenges, like slower growth in the number of users and increasingly shrinking traffic bonus, etc. In the meantime, along with the increased per capita disposable incomes of residents in China and continuously prosperous development in the commodity market, people are placing greater importance on the experience of shopping process, rather than the prices of commodities, which further highlights the short board that the online e-commerce has in meeting consumers＇ needs of experiences. Therefore, e-commerce enterprises, taken the lead by Alibaba Group, have started to shift their focus on the construction of＂new retailing＂modes,expecting to seek new growth points through seamless docking and in-depth integration among online and offline operations, and modern logistics. Undoubtedly, looking from the perspective of business practices, the constructive degree of omnichannel platforms and the supportive intensity of emerging technologies will be crucial factors to influence whether the ＂new retailing＂model can succeed.

关 键 词：新零售 电子商务 全渠道 新兴技术 

分 类 号：F724.6[经济管理—产业经济]