“新零售”背景下小卖柜的运作模式研究  

A Study on the Operation Mode of Vending Machines under the Background of New Retail

作　　者：陶梦梦 高天惠[2] TAO Mengmeng;GAO Tianhui(School of International Economics and Trade, Anhui University of Finance and Economics, Bengbu, Anhui 233030, China;Library of Anhui University of Finance and Economics, Bengbu, Anhui 233030, China)

机构地区：[1]安徽财经大学国际经济贸易学院,安徽蚌埠233030 [2]安徽财经大学图书馆,安徽蚌埠233030

出　　处：《北京城市学院学报》2019年第4期64-70,共7页Journal of Beijing City University

基　　金：2018年度国家社会科学基金项目《数字经济背景下中国对外投资理性增长与治理机制创新研究》(编号:18BGJ011)研究成果

摘　　要：随着大数据、人工智能、移动支付等技术手段的创新与发展,传统零售发展陷入困境,新零售应运而生。在此背景下,以美的和阿里巴巴合作的小卖柜为例,通过分析其运作模式现状和特点,阐明小卖柜目前存在粗放式运营、产品同质化现象以及消费体验不足等问题,提出小卖柜未来发展趋势应从精细化、场景化、体验化三方面着手,即构建供应链全覆盖网络以实现精细化运营、实现全场景运营消费模式以形成自身独特竞争优势、不断深化消费体验以打造良好品牌效应,为新零售行业发展提供新思路。With the innovation and development of the technical means such as big data, artificial intelligence and mobile payment, the traditional retail development is in a predicament and the new retail emerges. Against this background, the paper takes vending machines co-operated by Midea and Alibaba, as an example. By analyzing the current situation and characteristics of its operation mode, the paper points out the problems of extensive operation, product similarity and insufficient consumption experience, which exist in the operation of vending machines at present. In order to provide new ideas for the development of new retail industry, this paper proposes that the future development trend of vending machines should start from three aspects:refinement, setting creation and experience, that is, to build a full-coverage supply chain network to achieve the refined operation, to realize the full-scenario operation and consumption mode to form its own unique competitive advantage, and to continuously deepen consumption experience to create a good brand effect.

关 键 词：新零售 小卖柜 运作模式 消费者 

分 类 号：F713[经济管理—产业经济]