互联网和数字化情境中的零售新机制——马克思流通理论启示与案例分析  

The New Mechanism of Retailing in the Internet and Digital Age Based on Marxian Economics and Case Study

作　　者：谢莉娟[1] 庄逸群 XIE Lijuan;ZHUANG Yiqun(School of Business,Renmin University of China,Beijing,100872)

机构地区：[1]中国人民大学商学院

出　　处：《财贸经济》2019年第3期84-100,共17页Finance & Trade Economics

基　　金：中国人民大学科学研究基金项目"互联网自有品牌零售机制研究"(18XNO001)

摘　　要：为了探讨互联网、数字经济背景下的零售本质及其创新机制,本文从马克思流通理论出发,认为无论基于社会再生产视角还是商业资本视角,零售的本质始终在于作为关键的"交换"要素而发挥"媒介供需"的功能,应重视发挥零售识别需求、引导生产的联动机制,而零售商业资本则通过专业化的零售活动以保证更高的媒介效率,亦即以"质效担保"而更好发挥零售最本质的媒介功能。互联网和数字化技术不是对社会再生产基本规律的突破,从而也不改变零售的媒介本质,而是引发了具体的媒介机制的变化。适应互联网长尾需求的极大显现和"拉"式产销逻辑的转化,利用数字化驱动引导形成高度适应需求动态的柔性生产,是零售深度媒介供需的新机制,也是数字化零售引领形成经济增长新动能的体现。本文还进一步应用案例研究法佐证了上述机制。This paper is aimed to explore the essence of retailing and its new mechanism in the context of Internet and digital economy.According to Marxian circulation theory,we point out that from the perspective of either social reproduction or commercial capital,the essence of retailing is exerting the function of mediating supply and demand as a key exchange factor.It s needed to attach the importance to the function of retailing in demand identification and production guidance.Retailing commercial capital is supposed to ensure greater mediating efficiency through specialized retailing activities.The Internet and digital technology are still restricted by the basic law of social reproduction and the limitation of the essence of retailing,though the specific intermediary mechanism has changed.With the exploitation of long tail demand and the transformation of the logic between production and distribution,a flexible production system driven by digitalization is a new mechanism of retailing in deeply mediating supply and demand and an embodiment of a new economic growth momentum led by digital retailing.The case study method is further applied to support the above mechanisms.

关 键 词：互联网 数字经济 零售机制 拉式供应链 马克思经济学 

分 类 号：F713.32[经济管理—产业经济]