新媒体时代零售业态创新  

The Business Type Innovation of Retail Industry in the New Media Era

作　　者：彭娟[1] PENG Juan(Guangdong College of Industry and Commerce,Guangzhou,Guangdong510510,China)

机构地区：[1]广东工贸职业技术学院,广东广州510510

出　　处：《中国流通经济》2016年第10期89-96,共8页China Business and Market

基　　金：国家自然科学基金面上项目"关系视角下顾客-员工间信任向顾客-企业间信任转化机制研究"(71272244)

摘　　要：在新媒体时代,传统零售业态创新既受零售行业新交易模式的影响,也受行业创新环境的影响,其创新驱动因素包括业态创新内在驱动因素层、创新原动力层、零售业态创新层和外在驱动力因素层,其中内在驱动因素主要是指零售业态的交易模式,创新原动力因素主要是指消费者需求,外在驱动因素主要包括新技术的引入、企业创新管理能力、城市业态区位优势等。新媒体时代零售业态营销组合要素包括7大组合要素和29个主要维度,其中价格要素、促销与沟通要素、服务要素具有较强的新媒体环境下的特征。在零售业态创新过程中,必须将所有的创新点分为关键创新点、重要创新点和辅助创新点,以便确定有针对性的创新策略。In the new media era,the traditional business type of retail industry is impacted by the new transaction pattern of this industry;it is also influenced by the environment of innovation. The driven factors of innovation include such levels as intrinsic factors of innovation,original factors of innovation,innovation of business type,and the external factors of innovation.The intrinsic factors of innovation means the transaction pattern of this industry;the original factors of innovation means consumers’demand;and the external factors of innovation means the introduction of new technology,enterprises’capacity for innovation management,and the regional advantage of urban business type. In the new media era,the factors of business type marketing mixture of retail industry include 7 mixture factors and 29 key dimensions;and among all these factors,such factors as price,promotion and communication,and service have significant characteristics of new media. During the process of business type innovation in retail industry,we should divide all the innovation points into critical ones,important ones and assistive ones to determine the appropriate strategy of innovation.

关 键 词：新媒体时代 零售业态 创新 

分 类 号：F713.32[经济管理—产业经济]