“新零售”背景下我国传统零售企业转型升级研究  

Research on the Transformation and Upgrading of Chinese Traditional Retail Enterprises under the Background of "New Retail"

作　　者：杨坚争[1] 齐鹏程 王婷婷[1] Yang Jianzheng;Qi Pengcheng;Wang Tingting(Business School,University of Shanghai for Science and Technology,Shanghai 200093,Chin)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《当代经济管理》2018年第9期24-31,共8页Contemporary Economic Management

基　　金：国家社会科学基金重大项目(13&ZD178);国家教育部人文社会科学基金项目(13YJAZH019);上海市教育委员会科研创新重点项目(14ZZ131);上海市一流学科资助项目(S1205YLXK);上海市自然科学基金(13ZR1458200);沪江基金资助项目(A14006);沪江基金研究基地专项基金资助项目(D14008);上海市研究生创新基金资助项目(JWCXSL1401)

摘　　要：我国实体零售业态深陷经营业绩下滑、竞争疲软的泥潭,随着消费升级、新技术商用以及渠道边界融通的影响,我国零售企业站在了新一轮商业模式变革的风口浪尖。以大数据驱动的"新零售"在消费定位、生产制造、营销方式等方面优势明显,对提升企业综合竞争力和经营效率贡献突出。现阶段我国传统零售企业运用"新零售"模式进行转型优势大于劣势,机遇大于威肋,具有良好的发展前景。结合盒马鲜生和缤果盒子实践,提出未来"新零售"转型中可以选择塑造大数据消费画像、搭建全渠道消费场景、建设社区式零售和新型购物中心等路径。"新零售"模式将成为未来商业领域的一种新常态,也是未来传统零售企业转型升级的重要选择。The performance of our entity retailing has declined with the profit sharply reducing,and the incompetence in competition. With the impact of consumption upgrading,the commercialization of new technology and the integration of channel boundary,China＇s retail industry is at the forefront of a new round of business model change. The ＂new retail＂ driven by big data has obvious advantages in terms of consumption orientation,production,marketing,and so on. It plays a prominent role in enhancing the comprehensive competitiveness and operation efficiency of enterprises. At present,the advantages of the new retail mode are greater than disadvantages. Opportunities are greater than challenges and the prospects for development are broad. Combined with the practice of Freshhema and Bingobox,this paper puts forward three transforming ways： to create big data consumer portrait; to build full channel consumption scenario; to build community retail and new shopping center. The new retail model will become a new normal business in the future,and it is also an important choice for the transformation and upgrading of the traditional retail business model in the future.

关 键 词：新零售 互联网+ 商业创新 转型路径 

分 类 号：F724.2[经济管理—产业经济]